For Canadian entrepreneurs like Monika Scott and Robyn Mair of Mint Cleaning, recent social media disruptions have sparked a rollercoaster of emotions and a wake-up call about the fragility of digital marketing strategies. With 90% of their sales attributed to Instagram, the Ucluelet, B.C.-based cleaning products company is heavily reliant on platforms now embroiled in controversy. From TikTok’s U.S. divestiture ultimatum to Meta’s fact-checking rollback, social media’s instability has left businesses scrambling. “Relying on social media outlets run by private billionaires can get a little dangerous,” said Mair, emphasizing the urgent need to diversify marketing efforts.
Other entrepreneurs are feeling the heat as well. Rashmi Prakash, CEO of Dartmouth, N.S.-based Aruna Revolution, has shifted focus to email marketing in response to the “chaos” enveloping platforms like Instagram and Facebook. Prakash also expressed concerns over the potential rise of “greenwashing,” as Meta’s U.S. policy changes could enable companies to make unchecked environmental claims. “There’s going to be more and more people making claims that aren’t true,” she noted, highlighting the risks for conscientious consumers and businesses alike.
The uncertainty surrounding TikTok has added another layer of complexity. Even though the platform has temporarily avoided a U.S. ban, its Canadian operations are under scrutiny after Ottawa ordered ByteDance to dissolve its Canadian business. Sara Koonar, president of Toronto-based influencer agency Platform Media & Management Inc., advises her clients to diversify across platforms like YouTube and Instagram. “A multi-platform approach can soften the blow if something dramatic happens to one site,” she explained, citing past disruptions such as the StopHateForProfit boycott during the COVID-19 pandemic.
For small businesses, transitioning to alternative platforms isn’t without challenges. Tina Nguyen of Belleville, Ont.-based XXL Scrunchie & Co., with over 567,900 TikTok followers, felt “lost” when the platform warned it might go offline for U.S. users. Despite her relief when the app’s services resumed, Nguyen is taking a cautious approach. “If there’s one thing I’ve learned, it’s that small business owners and creators are so resilient,” she posted on TikTok. Her strategy now is to “keep posting and hope for the best,” while remaining prepared for future changes.
The ongoing turmoil underscores a critical lesson for businesses: resilience and adaptability are essential in a volatile digital landscape. While platforms like TikTok and Instagram remain indispensable, Canadian entrepreneurs are increasingly turning to newsletters and alternative channels to mitigate risks. As Koonar aptly put it, “We’ve been down this road before,” and businesses that diversify their strategies will be better equipped to navigate the unpredictable terrain of social media marketing.
