The chaos leading up to the initial ban exposed a fundamental vulnerability in many brands’ strategies, with big hit creators such as Alix Earle and Quenlin Blackwell publicly opposing the ban. Years of carefully cultivated creator relationships and content strategies continue to be at risk, which means beauty brands must take steps now to diversify and strengthen their cross-platform creator strategy - outside of just TikTok.
Diversify now
Whilst TikTok is a powerhouse for engaging younger audiences and the go-to for Gen-Z and Gen Alpha marketing, the ‘OG’ platforms - YouTube and Instagram - laid the foundation for today’s creator-centric universe and continue to be indispensable for storytelling and community-building. Over the frenzy of the TikTok ban/non-ban weekend, some platforms proved their staying power by providing stability and reach - whilst others, like RedNote, saw spikes of 194% in downloads from the week prior in the US.
This situation is an alarm bell for businesses to invest in creators for the long haul. With 47% of creators favouring long-term campaigns as their preferred way to work with businesses, now is the time for brands to build genuine, cross-platform partnerships. This applies most with ‘smaller’ creators who have built a niche, loyal and engaged community. Vogue called nano-creators “beauty’s best marketing tool” - and we’re inclined to agree. We connect brands to communities that actually talk about them behind closed doors, giving these creators a platform and immediate connection to the brands they’re obsessing over IRL.
The rise of private communities via Instagram broadcast channels, subscriber-only Substacks and exclusive brand events shows how businesses can deepen consumer relationships outside of algorithm-driven spaces. The more a brand knows a creator, the more it will trust them with briefs and messaging – allowing them to create better, more engaging and more relevant content.
Understand the new world
The short-term ban was also indicative of a bigger shift happening in our industry - brands must now navigate not only evolving trends, but also geopolitical shifts and compliance hurdles.
Ultimately, a robust, flexible strategy ensures businesses can adapt to changes while staying connected to their audiences. Social media has always been a dynamic, volatile space and one where success lies in embracing that fluidity.
TikTok has been a game-changer for beauty brands, but relying too heavily on a single platform is always a risky move. Now is the time to step back and think strategically - where do you want your brand to go? What kind of content will bring that vision to life? Which creators can best tell that story? Only then should you consider which platform and which mix is the right fit for your community.
So once again for those at the back, a strong creator strategy isn’t about chasing trends - it’s about building a presence that lasts beyond a campaign, beyond a platform. Diversify your approach, expand beyond a single platform, and ensure your brand stays relevant, resilient, and ready for what’s next. Don’t put all your eggs in one TikTok-shaped basket.
