Canadian Businesses Struggle with Social Media Uncertainty, Emphasize Diversification

For Canadian entrepreneurs like Monika Scott and Robyn Mair of Ucluelet, B.C.-based Mint Cleaning, the uncertainty surrounding social media platforms like TikTok and Meta has created significant challenges. Their business, which relies on Instagram for 90% of its sales, now faces the stress of unpredictable platform changes.

"Relying on social media outlets run by private billionaires can get dangerous," said Mair.

With TikTok narrowly avoiding a U.S. ban and Meta dropping fact-checking on Facebook and Instagram in the U.S., many Canadian businesses are rethinking their digital strategies.

Adapting to the Chaos

For Scott and Mair, the upheaval underscores the need for diversification. "Nothing is guaranteed," said Scott. To prepare for potential platform disruptions, Mint Cleaning is encouraging customers to sign up for its email newsletter, a strategy other businesses are also adopting.

Aruna Revolution, a Dartmouth, N.S.-based eco-friendly menstrual product company, has similarly focused on building its email subscriber list. CEO Rashmi Prakash said she’s reconsidering investments in platforms like LinkedIn, TikTok, and Instagram due to the time and resources required to adapt to frequent changes.

Prakash is particularly concerned about Meta's recent removal of fact-checking, which could increase "greenwashing" by allowing unsubstantiated environmental claims to thrive.

"It's exhausting to keep up with the constant evolution of these platforms," she said.

The Case for Diversification

Experts like Sara Koonar, president of Toronto-based influencer agency Platform Media & Management Inc., emphasize the importance of multi-platform strategies.

"If a creator is only on one platform, we strongly encourage them to diversify," said Koonar, recalling similar disruptions during the COVID-19 pandemic when major brands boycotted Facebook over content moderation issues.

To protect creators, Koonar’s agency ensures contracts include compensation for content that can't be posted due to platform outages or account suspensions.

Lessons from the TikTok Turmoil

Tina Nguyen, founder of XXL Scrunchie & Co., felt the impact firsthand when TikTok's U.S. service faced a potential shutdown over the weekend. With over 567,900 followers on TikTok, Nguyen posted a heartfelt goodbye to followers who might lose access to her content.

While TikTok's service was restored, the scare served as a wake-up call. "I'm just going to keep posting and hoping for the best," Nguyen said, adding that small businesses need to remain resilient in the face of uncertainty.

Looking Ahead

With Canadian advertisers and influencers weighing their options, businesses are reminded of the risks of over-reliance on any single platform. Whether it's TikTok facing legal challenges or Meta’s evolving policies, the chaos underscores the importance of building direct connections with audiences through strategies like newsletters and exploring new platforms.

"Change isn’t easy, but we’ve faced challenges before and will rise to meet this one, too," said Nguyen, echoing the sentiment of many business owners navigating this unpredictable digital era.