This morning, my business world buzzed with news that Project Liberty, spearheaded by billionaire Frank McCourt, is making an ambitious bid to acquire TikTok’s U.S. operations. Backed by $20 billion in verbal commitments, Project Liberty promises to pioneer a decentralised internet where users regain control of their data. At first glance, it sounds like a revolutionary step toward a fairer digital ecosystem.
But.............ByteDance, TikTok’s parent company, has made one thing abundantly clear, they’re not selling the algorithm.
And without that algorithm the data-driven engine that made TikTok so addictive and effective for businesses and creators will be an empty shell of its former self. It’s this algorithm that has been the game-changer, revolutionising how businesses reach audiences and turning TikTok into a cultural and economic powerhouse in the U.S.
Even if Project Liberty successfully buys TikTok, they won’t inherit the heart of what made it special. And with increasing scrutiny from U.S. regulators, there’s another very real possibility, that of a full-scale ban on TikTok in the United States. For the 170 million Americans who rely on it, including countless small businesses and creators, this could mean starting over from scratch.
Since social media turned up, I’ve been teaching my business clients this exact principle.....never build your business on borrowed ground. Platforms are borrowed ground. They’re not yours. You don’t own the audience, the algorithm, or the data. You’re at the mercy of terms and conditions you didn’t write, and probably didn’t read, algorithms you don’t control, and government decisions you can’t influence. If you’ve built your entire business dependent on Social Media, you have been playing a very risky game since you started. Over the years, I’ve watched some clients thrive because they took this advice to heart, while others faced painful resets after changes they never saw coming.
When platforms change their rules or vanish entirely those who’ve planned ahead will thrive, while others scramble to rebuild.
The Bigger Picture
This isn’t just a TikTok story, it’s a warning shot for every business owner, influencer, and creator who has built their livelihood on socials. Social media platforms like TikTok, Instagram, and YouTube may feel like digital empires you control, but the hard truth is:
You don’t own the algorithms that decide your reach.
You didn’t write the terms of service that dictate your access.
You can’t predict how regulation, buyouts, or sudden bans will reshape these platforms overnight.
Building a business on social media alone is like constructing a house on quicksand, any shift in the landscape could wipe out everything you’ve worked for.
The Solution is to Take Control
The good news? You don’t have to gamble your business on platforms you can’t control. A sustainable, resilient business strategy requires diversification and a focus on channels YOU own.
Here’s what that looks like:
Relying on just one platform is a recipe for disaster. Spread your efforts across multiple platforms to reduce risk and reach new audiences.
Create an email list, develop a website, and explore direct-to-consumer (DTC) strategies. These are assets you control, ensuring your audience stays with you no matter what happens in the social media world.
Followers are valuable, but your ultimate goal should be to own the direct connection with your customers. Algorithms amplify your message, they don't anchor it and absolutely shouldn’t dictate your strategy.
Owned channels may not go viral overnight, but they offer something far more valuable, stability and control. They are the foundation of a business that isn’t vulnerable to the whims of a platform’s algorithm or government policy changes.
Own your audience. Protect your data. Secure your future.
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