Thriving in a TikTok-Free World: Essential Strategies for Outdoor Brands

In January 2025, TikTok may disappear from U.S. screens, leaving its 170 million users searching for alternatives. For outdoor brands, this is more than a shift in trends—it’s a call to action. If you’re an overland gear maker or lifestyle outfitter, this is your moment to adapt and ensure your community stays connected. In this article, we’ll explore how to prepare for this potential ban, embrace new platforms, and emerge stronger.

The TikTok Challenge: Why Plan B Matters

TikTok has been a goldmine for brand storytelling. Its short-form video format connects audiences with adventure brands through how-to guides, scenic drone shots, and user-generated content (UGC). But with data security concerns and a looming ban, relying solely on TikTok is a risk.

Here’s why diversifying your digital strategy matters:

• Engagement Continuity: A ban could sever your connection with followers.

• Increased Visibility: Expanding onto multiple platforms improves discoverability.

• Resilience in Uncertainty: A diversified presence ensures your brand stays strong regardless of platform changes.

Top Platforms to Explore

Pivoting to alternative platforms doesn’t mean starting from scratch. These channels offer unique strengths for outdoor brands:

1. Instagram Reels

Reels combines Instagram’s established user base with TikTok-like video formats. It’s perfect for:

• Quick gear demos (e.g., setting up a rooftop tent).

• UGC from trailblazing enthusiasts.

• Behind-the-scenes footage of adventure shoots.

Pro Tip: Use location tags and hashtags like #overlandadventures to target audiences exploring specific parks and trails.

2. YouTube Shorts

YouTube’s search engine power meets TikTok’s brevity. Use Shorts to:

• Share 60-second gear reviews.

• Create “A Day in the Life” series for adventurers.

• Preview full-length YouTube videos to draw in subscribers.

Why It Works: YouTube is the second-largest search engine, amplifying your content’s reach.

3. Pinterest Idea Pins

Pinterest might surprise you, but its multi-frame stories excel at showcasing:

• DIY projects like overland rig builds.

• Adventure packing lists.

• Travel itineraries with must-visit trails.

With Pinterest’s evergreen nature, your content keeps driving traffic long after posting.

4. Snapchat Spotlight

For brands targeting Gen Z, Snapchat’s Spotlight feature offers a creative playground. Highlight off-road challenges or quick, fun behind-the-scenes clips.

Best Practices for Adapting

Successfully transitioning requires strategic planning. Here’s how:

1. Repurpose Content

Don’t reinvent the wheel. TikTok videos can easily be adapted for Instagram Reels, YouTube Shorts, and Pinterest Idea Pins. A single rig walkaround, for instance, can thrive across platforms.

2. Build Community

Strong communities follow you anywhere. Engage followers with polls, direct replies, and by encouraging UGC.

3. Analyze and Adjust

What worked on TikTok may need tweaking elsewhere. Use analytics to identify trends and refine your approach.

Own Your Audience with Email and SEO

While social media is crucial, it’s also unpredictable. Owned media—like email and your website—is the ultimate safety net.

• Email Marketing: Share exclusive content, promote giveaways, and direct traffic to your website.

• SEO Optimization: Make your website a content hub that ranks high for searches like “overland gear reviews” and “outdoor travel tips.”

Rugged Individualism Meets Digital Innovation

Outdoor brands represent resilience, freedom, and the call of the wild. Navigating a TikTok ban is just another challenge that outdoor professionals are built to overcome. By embracing multiple platforms and owning your audience through email and SEO, you can weather this storm—and thrive.

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I’m Giovanni Gallucci, an Ad-Age, Emmy, Shorty, Telly, and Webby Award-winning social media strategist. Over two decades, I’ve partnered with brands like Topo Chico, Costa Coffee, and Bronco Roads to craft innovative campaigns that build connections and drive results. I specialize in helping outdoor lifestyle brands create digital strategies that reflect the values of independence, exploration, and authenticity.