The Level

Hey Reader,

In case you’ve been hiding out under a rock (I wouldn’t blame you tbh), the US House of Representatives voted in favor of banning TikTok in the US a few weeks back. This has been a game of Russian roulette for years between the U.S. and China because ByteDance, TikTok’s parent company, is a Chinese company and, therefore, subject to all manner of laws that serve as the antithesis to the privacy that Americans are used to enjoying.

E.g. the Chinese government, at will, could subpoena all personal user data of American citizens who have TikTok accounts, and ByteDance would have to comply. Not cool, right? The other major risk the US government sees is the potential for algorithmically driven disinformation spreading and campaign sway in a presidential election year. Also, super uncool.

The Senate still hasn’t scheduled a vote, and I can’t imagine the behind-the-scenes wheeling and dealing of what's happening in Washington right now, but as it sits right now, this thing could go either way, and Biden has promised to sign the bill into law if the Senate passes it.

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Long story short:

If the bill gets signed into law, ByteDance will have 6 months to find a buyer that the US Government deems acceptable. If a high-rolling, privacy-loving, Stateside buyer is found, the sale has a shot at going through. BUT, there’s a good chance of a lawsuit coming into play as well, but even by some miracle that doesn’t happen and all else goes smoothly, China can completely squash the deal and not allow ByteDance to be sold. Yes, they can do that. Ant meet boot.

If it does get banned, the US Government can’t reach inside your iPhone and remove the TT app, but it can prevent new downloads AND software updates, thereby rendering your TT app in no time. Ever tried to update your iOS software on a 9 year old iPhone – ain’t happenin’.

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Why am I telling you all this?

Why should you give this a moment’s thought if you don’t have a TT account or a hefty follower count that’s at risk?

Because this isn’t about TikTok! It’s about “renting” audiences on social media and letting those platforms lull you into a sense of security and confidence that your audience is safe with them. When “them” is Zuck, Elon, and China, you need a backup plan for your audience, pronto!

And yes, we have social media platforms on Twitter/X, LinkedIn, Instagram, TikTok, Facebook, and YouTube like many of you, BUT our #1 priority is growing our email list. Our email list outpaces all of our social media follower counts because that is where we put our efforts.

Why? Because you’ve very kindly given me a tiny slice of real estate in your inbox and I really appreciate that. I take it much more seriously than I do you passively scrolling past me talking on Instagram. So thank you 💜

And I want so badly to help you do the same so that you have some modicum of control over your interactions with those who have raised their hands and said they want to hear from you. You can’t build a sustainable, enduring business that generates recurring revenue from social platforms you have half an iota of control over.

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Good news:

We launched a step-by-step guide on how to create a free account on ConvertKit, create a killer hook for your forthcoming newsletter, build a landing page from a template, create said newsletter on a regular schedule, and a way to never run out of ideas to share with your audience! It’s free, we lay out super simply for you, and we would love for you to participate and follow along.

We’re even putting our money where our mouth this and running a group version of the Own Your Audience Challenge this month. If you follow me on social media, you'll have a chance to win a year-long pass to Level Up Creator School – worth $2,000! Join the challenge now, and let’s turn your rented audience into owned! And it turns out that Creator School is pretty cool, but don’t take my word for it:

This Week’s LIVE Events Inside Level Up Subscribe for incredible access to our team of experts & the exact business education you need to create recurring revenue! Learn more now!

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