Viewpoint from Matt Dornfeld, senior director of growth at Feedonomics:
The current uncertainty surrounding TikTok’s future in the US and the ever-shifting digital landscape makes it imperative for brands not to rely on a single platform when it comes to social commerce strategy. Although TikTok has been a popular choice for brands over the last couple of years, the unreliable and shifting nature of trends, algorithms and policies proves that an omnichannel presence is no longer an option but an essential for retailers. Here’s why:
The importance of an omnichannel strategy
Brands should establish an omnichannel presence across the most relevant platforms for their business, ensuring they seamlessly meet customers where they are. This approach not only drives sales but also fosters long-term customer loyalty. By engaging customers across multiple touchpoints—including physical stores, online retailers (e.g. Amazon), mobile apps, and social commerce platforms—brands can deliver a seamless, consistent experience that minimises risk, maximises growth opportunities, and strengthens customer relationships.
Treating all channels as part of a unified experience allows brands to maintain consistent messaging, branding, and personalisation. Additionally, different channels may be better suited to specific product categories, meaning there will always be some level of adjustment between platforms. The current situation with TikTok should serve as a wake-up call for marketing and eCommerce teams, reinforcing the need to continuously plan where and how they engage with their audience.
Creators’ impact on a brand’s audience
A key factor that impacts where audiences go is the creators they follow, and the platforms they use. For creators, the shift from TikTok to other social platforms will be a material transition. Given that transition, witnessing how they adapt to those other platforms will be important — with their engagement becoming more and more valuable to brands and how they communicate value.
Brands must ensure that creators tailor their marketing approach for each channel, adapting to different formats, dimensions, and algorithms. It will be crucial for businesses to monitor how creators engage with brands and audiences across various platforms to maintain strong engagement. This will enable a seamless omnichannel strategy that maximises reach and impact.
Overall, the uncertainty surrounding TikTok’s future in the US is likely to unsettle many brands. Acting now to develop a well-planned, sustainable omnichannel strategy is crucial to ensuring customers follow the brand to other platforms. Brands that continue to rely solely on TikTok risk having to scramble to create a last-minute, potentially ineffective omnichannel approach later—and falling behind competitors who adapted early to seize alternative revenue opportunities.
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