Can Brands Rely Solely on One Platform?
Lessons from TikTok’s Comeback
22nd January 2025
On January 19, 2025, TikTok faced a temporary ban in the United States,reigniting concerns for brands heavily dependent on the platform. For those who rely on TikTok’s unique reach and viral power, it was a stark reminder of how quickly the digital landscape can shift. What if their primary platform vanished overnight?
Though TikTok continues to prove its resilience and ability to thrive, the situation raises a crucial question: can brands afford to rely on a single app for their entire strategy?
The Risks of Putting All Your Eggs in One Basket​​
The TikTok ban was the wake-up call no one asked for but absolutely needed. For businesses that built their strategy around the app’s skyrocketing influence, the moment felt like the rug was unceremoniously yanked from under their feet. And here’s the thing: it’s not just about TikTok. The digital world is volatile, and banking on any single platform is a gamble.
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Think back to Instagram’s pivot to prioritising Reels, leaving brands that heavily relied on photo posts scrambling to adapt. Or Twitter’s upheaval under new leadership, which alienated some users and changed the platform's functionality practically overnight. These shifts are a reminder that platforms, no matter how dominant, will evolve—but not always in your favour.
And let’s not forget the unpredictable role of politics. TikTok’s ban wasn’t the first time a platform came under government scrutiny (remember India’s outright ban on TikTok in 2020?), and it won’t be the last. Brands are often left powerless, spectators to a game where the rules are rewritten without notice.
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Even if the platform you’re on seems stable, there’s the creeping issue of oversaturation. Once novel, platforms eventually become overcrowded arenas where everyone’s competing for the same slice of attention. Shouting louder won’t help if no one’s listening.
Gentle Monster’s Apgujeong Rodeo flagship store is a surreal journey into the uncanny. With hyperrealistic robotic faces and futuristic installations
Luxury Brands That Weather the Storm
While many brands found themselves scrambling when TikTok faced a temporary ban, others remained unshaken, proving that true resilience comes from a well-balanced digital strategy and a strong brand identity. Some of the most adaptable names in luxury fashion aren’t just the legacy houses but newer brands that have mastered the art of multi-platform engagement.
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Gentle Monster – The Art of Immersive Retail & Unboxing Experiences
South Korean eyewear brand Gentle Monster has never relied solely on social media to maintain its cult-like following. While the brand is highly active across platforms like TikTok and Instagram, its real strength lies in experiential retail and packaging, turning both in-store visits and unboxings into memorable, shareable moments.
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Gentle Monster has redefined the eyewear shopping experience by designing high-concept, gallery-like stores that feel more like an art installation than a retail space. Each store has a unique theme—its Shanghai flagship features robotic arms assembling eyewear, while its Chengdu location has a futuristic farm concept.
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Beyond retail, Gentle Monster has built an engaged community through experiential unboxing. The brand often releases limited-edition packaging that feels like an art piece rather than a standard product box. Whether it’s sculptural cases, kinetic packaging elements, or interactive components, their approach transforms unboxing into a collectible experience—something that naturally fuels organic social sharing. Customers feel a deeper connection with the brand, not just because of its products but because of the ritual-like excitement around receiving and unveiling them. This ensures that Gentle Monster’s brand equity remains strong, even if a particular social platform loses relevance.
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Gentle Monster’s 2025 Jewelry Collection—a striking fusion of eyewear embellished with intricate jewelry details on the temples to bold statement pieces inspired by pearl necklaces. The centrepiece? A pearl wand, symbolising power and fantasy.
Acne Studios – Community Building Through Editorial Storytelling
Swedish fashion house Acne Studios is another example of a brand that isn’t shaken by digital disruptions. Instead of relying heavily on one platform for engagement, Acne has built a loyal community through editorial storytelling and cultural credibility.
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The brand’s Acne Paper, a biannual publication that merges fashion, photography, and contemporary art, plays a crucial role in keeping its audience engaged outside of social media. By offering long-form, print-focused content, Acne Studios cultivates a niche yet dedicated following that appreciates depth over fleeting digital trends. This offline connection strengthens its brand loyalty, ensuring that even if an algorithm change reduces its online reach, its audience remains invested.
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Beyond editorial work, Acne Studios is highly strategic with its collaborations, such as its partnership with Kero Kero Bonito and its playful campaigns that mix high fashion with subcultural aesthetics. This approach keeps it culturally relevant across multiple spaces—not just on TikTok but also within the art and music industries.
Acne Paper, Nocturne. Issue 19, S/S 2024
Why Community Building is the Real Safety Net
If there’s one thing these brands prove, it’s that community matters more than any single platform. In an era where digital landscapes shift overnight, the brands that thrive are those that build a deep, meaningful connection with their audience—beyond fleeting algorithms and viral trends.
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A strong community ensures that even if a brand’s primary platform disappears, its audience remains engaged and loyal. Whether it’s through immersive retail experiences, tangible storytelling, or unique brand rituals, the key is to create a world that people want to be part of. Gentle Monster and Acne Studios don’t just sell products—they sell experiences, culture, and identity. That’s what keeps their followers coming back, regardless of where the conversation happens.
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For brands still relying on a single platform, TikTok’s temporary ban was a wake-up call. The digital world is unpredictable, but one thing is certain—a brand that nurtures its community will always have a place, no matter where the conversation moves next.