Last Sunday, TikTok went offline in the United States, affecting more than 170 million users. The temporary unavailability was the result of a law that determined that the app would be suspended unless it was sold to a North American company.
This situation brings up a fundamental question for companies and content creators: how safe is it to rely exclusively on third-party platforms? As with X, events like this reinforce the importance of building your own digital “home” — your own website .
TikTok down: what happened?
The law that banned TikTok was created under the argument of protecting national security against possible espionage from China. Even after ByteDance, the company that owns the app, denied the accusations, the block was temporarily implemented. President-elect Donald Trump intervened in the case, promising to relax the application of the law, resulting in the return of the app .
Despite the temporary solution, the incident sparked bitcoin data discussions about the vulnerability of companies that rely on third-party platforms for their operations. When a social network is removed from app stores or becomes inaccessible, the impact is immediate for brands that use the platform as their main communication channel.
In digital terms, what does it mean to live in a “rented house”?
Platforms like TikTok, Instagram, and Facebook can be compared to rented houses in the digital world. They are useful, convenient, and offer massive reach, but you are subject to the rules, policies, and changes of these companies. If a government decision, an algorithm change, or even a block occurs, you lose access to your audience.
On the other hand, investing in your own website is like building your own house. You have full control over the content, design, user data, and SEO strategies . This independence is essential to protect your digital presence from unforeseen events.