I have to confess: I don’t really “do” TikTok. It’s not for me or my business, and that’s OK.

It’s also not the point today, which is: Base your business on your own email list, NOT on any social media platform or third party.

Too many small businesses, including fitness influencers and other content creators, have built their entire businesses on TikTok or another social media platform — and that’s building a house on sand, for sure.

We see that now through the government attempts to shut down TikTok in the U.S. and other countries. Here’s just one headline of many: “House passes bill that could ban TikTok. Here’s what happens next.” The New York Times also has a story today about protests by content creators carrying signs that say things like, “TikTok Helped Me Create My Business.”

It’s unlikely TikTok will be banned, but the controversy proves this important point: Build your communications outreach around your own email list. You own that. You control that. Always.

You do not own TikTok or anything about it, regardless of what happens next. Same goes for Facebook and all the rest.

• Remember when Facebook went down not too long ago?
• When OnlyFans decided it wouldn’t distribute adults-only content?
• All the unending upheaval on Twitter (now X)?

These are powerful tools to use, for sure. Please: Use them to grow your business.

But make your email list your No. 1 priority. It’s yours and yours alone.