BUSINESS INSIGHTS
THE END OF PLATFORM DEPENDENCE: WHY ADVERTISERS MUST DIVERSIFY NOW
US President Donald Trump has threatened to ban TikTok in the US, unless the Chinese-owned company sells its US operation. At the start of April, Trump granted TikTok a second 75-day extension to close a deal to keep the video app running in the US. Sue Azari, Industry Lead, E-Commerce at AppsFlyer, explains how this potential ban has spooked marketers and made them realise they should not put all their eggs in one basket. She talks about social media dependence and the case for diversification.
The advertising industry is undergoing a seismic shift. Connected TV( CTV), Retail Media Networks( RMNs) and omnichannel strategies are rapidly redefining how brands engage with consumers. As digital privacy regulations evolve and platform dynamics shift, advertisers must recognise a fundamental truth: you cannot build a sustainable business on borrowed ground.
The recent uncertainty surrounding TikTok is just the latest reminder that no single platform is invincible. Whether through regulatory challenges, algorithm updates or shifts in user behaviour, brands that rely too heavily on any one channel risk losing control over their reach, engagement and revenue. In 2025, diversification is not just a best practice, it is a necessity.
The fragility of social media dependence
For years, advertisers have ridden the waves of emerging platforms. From Facebook’ s original dominance in organic reach, to the rise and fall of Tumblr, we have seen brands thrive, only to struggle when platforms change the rules overnight. TikTok, which has been a powerhouse for engagement and discovery, now faces uncertainty in key markets. Whether or not restrictions come to fruition, the situation underscores a broader lesson: relying on a single social media platform is a high-risk strategy.
Social platforms are incredible amplifiers, but they are volatile. Algorithms change, features get retired and entire platforms can vanish. Brands investing heavily in just one platform, without a broader strategy could find themselves scrambling if their primary channel falters.
Even creators – who have built their audiences natively on a specific platform – understand the risks that entails. Many are proactively mixing up their activities with YouTube, Instagram Reels and even newsletters to retain control over their audiences. The same principle applies to businesses. It is not just about reaching audiences but ensuring you can continue to do so regardless of platform volatility.
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