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What happens when your entire business relies on a single social media platform? For Tee Thompson, owner of Locs By Tee, this question became all too real during the recent TikTok controversy. “Remember the whole TikTok scare...where would it leave me if TikTok was my only platform?” she reflected during our conversation about salon marketing and the importance of diversifying your online presence.
The sudden shutdown of TikTok in January 2025 left 170 million Americans without access to one of their favorite social platforms overnight. While the platform's future remains uncertain, this situation serves as a powerful wake-up call for salon owners who rely heavily or exclusively on social media for their business presence.
According to an industry survey, 44% of beauty salons view social media as their biggest opportunity for growth, with a staggering 89% believing that social media presence strongly influences how clients choose a salon. While social media is undoubtedly a powerful tool, the TikTok situation highlights a crucial reality: building your business solely on borrowed land is risky.
The Vulnerability of a Social-Only Strategy
When TikTok went dark, countless beauty influencers and salon owners lost access to their followers overnight. Their carefully curated content, engagement metrics, and business momentum disappeared in an instant. This scenario could theoretically happen with any social platform - remember, you don't own your social media profiles or content. The platform does.
Think about it: if Instagram or Facebook underwent similar disruptions, how would your clients find you? How would they book appointments? How would they learn about your services?
Why Your Salon Needs Its Own Digital Home
Recent data shows that 90% of potential clients visit a website before making salon appointments. They want to:
- Know what to expect from your services
- Book appointments directly without calling or texting
- View products the salon recommends
- View your work portfolio in a professional setting
- Access your business information 24/7
A professional website gives you complete control over your digital presence. Unlike social media, where you're competing with countless other businesses and fighting against ever-changing algorithms, your website is your dedicated space to showcase your salon's unique value proposition.
The Power of a Multi-Channel Strategy
The smartest approach is to view your website as your digital headquarters and social media as your satellite offices. Your website provides stability and professional credibility, while social media offers opportunities for engagement and community building. When used together, they create a robust digital presence that can withstand platform-specific disruptions.
Moving Forward: Action Steps for Salon Owners
- If you don't have a website yet, make creating one your top priority. It doesn't have to be complicated - start with the basics:
- Simple bio about you, your brand, and what you stand for
- Easy way to learn about your services & offerings
- Portfolio of your work
- Easy way to contact you & get directions
- Online booking that syncs with your calendar
- Ensure your website is connected to your Google Business Profile - this is crucial for local search visibility
- Continue using social media, but treat it as a channel to drive traffic to your website, not as your primary business platform
The Bottom Line
The TikTok ban serves as a powerful reminder that building your business exclusively on social media platforms is like building a house on rented land - the landlord can change the rules or evict you at any time. While social media remains a valuable marketing tool, having your own website provides the stability and professional presence your salon needs to thrive in today's digital age, and for the long-term.
Don't wait for a platform disruption to take action. The best time to establish your independent digital presence was yesterday; the second-best time is today.
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