top of page

TikTok on the Clock (and the party might stop?)

We all understand that TikTok isn’t just an app; it’s a cultural phenomenon commanding the attention of millions: teens, moms, teen moms, and dancing YPI and Fair executives alike. But even today with the events of the weekend behind us, its future is uncertain, and that uncertainty carries lessons for anyone trying to capture attention, especially in the Fair industry. 

This isn’t just about TikTok—it’s about preparing for a world where the platforms we rely on can change overnight.


Anyone who has heard Steve and I speak over the last fifteen years may recall how much importance we place on maintaining a hygienic, engaged and relevant email database. 

Other than the fact that email is generally your second highest sales conversion channel (after your website), it’s the one place where YOU own the data! Not Meta, not X, not TikTok, but YOU!

If you had a healthy email and/or SMS list and these platforms went away tomorrow, you’d be okay.


If not, you’d be Tila Tequila (if you’re under 40 you may have to Google her)

Can you say “My-Space”?


Side note: We actually made RODEOHOUSTON’s MySpace page back in the day.


There are much larger forces at play here than individual creators and their audiences and are certainly well above my paygrade.


And as much as we all like to see thirst traps of hot cowboys or racing pigs “coming into the weekend like...”, the Chinese government doesn’t care and they might just be willing to pull the plug if forced to compromise. (ByteDance also owns the video editing app, CapCut, which we use daily. It’s no coincidence that Instagram (Meta) has leaked that it’s coming out with its own video editing app, “Edits”, rumored to be dropping in February)


All this to say, it’s a reminder that even the most powerful social platforms are not invincible. 

For Fairs, this highlights the need to build relationships that don’t rely on any single platform—strengthening direct connections through email, loyalty programs, and authentic storytelling.


Regulation, policy shifts, and political agendas can quickly reshape the digital landscape. Fairs should take note: the rules of engagement on platforms like TikTok, Facebook, and Instagram are not fixed. Building an audience that belongs to you—not an algorithm—provides stability when the rules inevitably change.


This isn’t just about one app. It’s about owning & managing your data & narrative.

Platforms may amplify a story, but they aren’t the story itself. Fairs are about connection, tradition, creating memories and shared experiences. That’s the narrative that resonates, regardless of whether it’s told through TikTok, email, or face-to-face. Attention will always shift, but the value of an authentic story never does.



19 views0 comments

Recent Posts

See All

Comments


bottom of page