The Critical Importance of Owning Your Audience: Lessons from TikTok’s Imminent Shutdown

As the CEO of TheRiot Agency and a seasoned marketing leader, I’ve witnessed firsthand how platforms rise to dominate the digital landscape, only for their fortunes—and those of their users—to change in an instant. The imminent shutdown of TikTok in the United States on Sunday, January 19, 2025, serves as a stark reminder of the precarious position many brands find themselves in when they rely solely on rented audiences.

The Fallout of Relying on Rented Audiences

TikTok has been a powerhouse for businesses, offering access to millions of consumers and enabling many to drive revenue through innovative marketing campaigns. However, this convenience has always come at a cost: brands don’t own their TikTok audiences. Their followers are tethered to the platform, not their business. Now, as TikTok faces its U.S. shutdown due to a Supreme Court ruling, countless brands are left scrambling, their access to their audience—and their revenue streams—cut off overnight.

This isn’t a TikTok problem alone. Every platform, from Instagram to YouTube, operates on the principle of rented audiences. They control the algorithm, the reach, and, ultimately, the relationship between you and your consumers. This makes relying solely on these platforms a high-risk strategy, as TikTok’s situation painfully illustrates.

The Case for First-Party Data

Owning your audience starts with first-party data—information you collect directly from your customers and followers. This includes email addresses, phone numbers, purchase history, and behavioral insights gathered from your owned platforms, like your website or app. First-party data is the foundation of your ability to engage with your audience directly, on your terms.

By building and maintaining your own CRM system, you create a direct line of communication that no platform algorithm can filter. This allows you to:

• Engage without middlemen: Direct email marketing campaigns, SMS outreach, and newsletters ensure you can connect with your audience when and how you choose.
• Build brand loyalty: Consistent, personalized communication fosters a deeper connection between your business and your consumers.
• Adapt to change: Whether a platform shuts down, changes its algorithm, or becomes obsolete, first-party data ensures your audience remains accessible.

What Can Brands Do?

1. Create and Nurture Owned Channels

Invest in your own website, email newsletter, or membership platform. These are spaces where you set the rules and maintain control over the user experience.

2. Build CRM Infrastructure

A robust CRM system not only organizes your audience data but also provides tools for segmentation and personalized communication. At TheRiot Agency, we leverage cutting-edge tools to ensure brands stay connected with their consumers regardless of platform dynamics.

3. Incentivize Data Sharing

Encourage your audience to share their contact information by offering value—exclusive content, discounts, or early access to products. Ensure your data collection efforts are transparent and aligned with privacy regulations like GDPR and CCPA.

4. Leverage Multi-Channel Strategies

Diversify your outreach channels. While social media remains an excellent tool for discovery, funnel those followers into your owned channels through consistent calls-to-action.

5. Prepare for the Unexpected

TikTok’s shutdown highlights the need for a contingency plan. Regularly review your reliance on third-party platforms and invest in diversifying your digital presence.

Why TheRiot Agency Champions Ownership

At TheRiot Agency, we specialize in helping brands transform into resilient market leaders through innovative, data-first strategies. Our Growth Operating System (GrowthOS) empowers businesses to transition from rented audiences to owned ecosystems, ensuring their long-term growth and sustainability. Whether it’s CRM optimization, personalized marketing, or advanced data insights, we build frameworks that help brands thrive—even when the digital landscape shifts.

Final Thoughts

The imminent shutdown of TikTok in the U.S. is a cautionary tale for brands: don’t build your empire on rented land. By prioritizing first-party data, nurturing your owned channels, and preparing for the unexpected, you safeguard your business’s future in an ever-changing digital world.

Invest in your audience today, so no matter what tomorrow brings, your brand remains strong and connected.