Imagine waking up to discover that the platform where you’ve built your audience, your brand, or even your entire livelihood is gone. This nightmare became a reality for many TikTok creators in the United States and X users in Nigeria when the platform was banned. Overnight, millions of creators and small business owners scrambled to salvage their work, pleading with their followers to connect on other platforms. For some, this was a minor inconvenience. For others, it was a devastating blow.

These platform bans aren’t just about one platform or one country. It’s a stark reminder of the fragile foundations on which our digital world is built. It reveals the uncomfortable truth that centralised platforms whether it’s TikTok, X, Instagram, YouTube or Facebook hold immense power over creators, businesses, and even culture itself. If we don’t address these vulnerabilities, we risk repeating this cycle of disruption repeatedly.

The Fragility of Centralized Platforms

For years, we’ve trusted social platforms to help us connect, create, and grow. Businesses and creators who build their livelihoods on centralised, corporate social media platforms are walking on thin ice. With one tweak to an algorithm, a change in platform rules, or, as we’ve seen, government action, entire audiences and revenue streams can vanish in an instant.

The fragility of centralised platforms is nothing new. Media outlets that relied heavily on social platforms for traffic saw their reach plummet after algorithm changes. Small businesses that thrived on social platforms have struggled with declining engagement as these platforms prioritised ads.

At its core, this issue is about control. Platforms hold all the power over algorithms, audience access, and monetisation models. This fragility stems from one fundamental problem: users don’t own what they’ve built on these platforms. Creators don’t own their follower lists or their content distribution. Everything is controlled by the platform, and the moment the rules change, creators are left powerless.

The Urgency of Decentralised Alternatives

If this has shown us anything, it’s that we desperately need alternatives. Decentralised, platforms offer a path forward—one where creators and users retain control over their audiences and content.

Imagine a world where, if one platform becomes untenable—whether due to government interference, policy changes, or even shifts in political alignment, you could easily take your audience and content elsewhere. That’s the promise of a decentralised platform.

But while the technology is promising, adoption remains a challenge. Decentralised platforms still struggle with small user bases, limited visibility, and the lack of direct monetisation options. For influencers and small businesses that rely on revenue streams from centralised platforms, the value proposition of switching to decentralised alternatives isn’t yet clear. These platforms offer freedom, but they don’t yet offer the scale or financial incentives that creators depend on.

Breaking the Monopoly of Big Tech

The dominance of platforms isn’t just a business issue—it’s a policy issue. Big tech companies wield enormous influence over global communication, commerce, and culture. This concentration of power is dangerous, and the TikTok ban is just one example of how fragile this system really is.

To address this, policymakers must take action to foster competition, support alternative platforms, and reduce reliance on corporate tech giants. This includes:

• Supporting Decentralization: Treat centralised platforms as rented land, not permanent homes. Investing in the development of decentralised technologies and educating the public on their benefits.
• Promoting Interoperability: Platforms should be required to enable users to move their data and followers to other services seamlessly.
• Ensuring Accountability: Tech companies must be transparent about their algorithms, policies, and decision-making processes.

Lessons from the Fringe

Interestingly, we’ve seen alternative platforms succeed in smaller, niche spaces. Groups have built resilient communities on platforms like Gab, Truth Social, and Rumble after being deplatformed from mainstream platforms. These spaces, though often harmful in their rhetoric, demonstrate that even small, decentralised platforms can have an outsized impact on politics and culture.

This is a double-edged sword. On one hand, it shows that alternatives to mainstream platforms are viable. On the other hand, it highlights the need for responsible governance and moderation within decentralised platforms to prevent misuse.

Challenges Ahead for Decentralised Platforms

Building thriving decentralised platforms isn’t just about technology—it’s about culture, education, and incentives. For creators and businesses to embrace these platforms, several hurdles must be addressed:

1. Ease of Use: Decentralised platforms need to be as user-friendly as their centralised counterparts. This includes intuitive interfaces, reliable performance, and seamless onboarding processes.

2. Scalability: To compete with the current big platforms, decentralised alternatives must significantly increase their user bases. This requires outreach, education, and marketing.

3. Monetisation Options: While decentralisation inherently resists the ad-driven models of traditional platforms, creators need viable ways to monetise their work. Subscription-based models, memberships, or tipping systems could be explored.

4. Community Building: Decentralised platforms must foster vibrant, engaged communities. Without a critical mass of users, they risk becoming echo chambers rather than cultural hubs.

Reclaiming the Digital Future

The X or TikTok ban isn’t just a wake-up call for creators—it’s a rallying cry for everyone involved in the digital economy. Creators must diversify their online presence and take ownership of their audiences. Policymakers must create a fair, competitive digital ecosystem, and as a society, we must rethink our dependence on platforms that prioritise profits over people.

At Technology Policy Advisory, we believe that a different digital future is possible, one in which creators, businesses, and users control their online identities. The technology is ready, and the demand is clear. All that’s left is for us to build it.

The TikTok ban may have been the latest disruption, but it won’t be the last. Let’s learn from it, adapt, and work together to create a digital landscape that’s resilient, inclusive, and fair. The future of social media—and the internet—depends on it.