As TikTok’s future in the U.S. grows increasingly cloudy, content creators have been scrambling to secure new streams of revenue in the face of a possibly major loss. With over 170 million users in the United States alone, TikTok’s dominance in the social media arena is impossible to understate— and creators are eager to transition their audiences elsewhere as the platform’s fate remains unclear. 

Influencer and entrepreneur Alyssa Mckay has managed to navigate the uncertainty of the potential TikTok ban through steadfast consistency and optimism. Although she is today’s #1 female creator on Snapchat, her journey to social media stardom began on TikTok. “Being so early on TikTok taught me that the digital landscape is constantly changing and that you need to consume as much as you create to stay on top of trends”, Alyssa tells Flaunt. “Being able to evolve in this industry is so important. Fast forward to today, Snapchat allows me to not worry too much about switching up my content because it’s all based on my real life!”

Alyssa’s approach to Snapchat has yielded massive success, all thanks to one factor— authenticity. With social media often being oversaturated with advertisements and product-hawking, McKay instead sought to bring her followers into her world, showcasing her daily life and only highlighting brands she personally uses and loves. “Too many creators start a ‘brand' where they’re the face, but not the engine. Where the only goal is to make a quick buck”, Alyssa explains. “Create something you care about, make your audience a part of it, and that’s how you’ll succeed. You have to be willing to put in the work.”

Her transparency and eagerness to connect with her audience has cultivated a strong sense of community and loyalty amongst her following, which has easily translated to her other pursuits. “My audience on Snapchat is like no other audience I have anywhere else because of that authenticity”, Alyssa gushes to us. “There is a real genuine connection there and they are incredibly loyal and supportive of all of my endeavors. I also love getting updates of their everyday lives and moments. It is a beautiful two-way experience."

Beyond Lost, McKay’s streetwear brand, found near-immediate success on Snapchat with zero spending on traditional marketing. Expanding upon her willingness to share her day-to-day with her following, Alyssa has granted her audience a front-row seat and creative power in Beyond Lost’s development and design process. 

“We actually implement our audience’s feedback constantly!” Alyssa tells us. “We have done everything from tweaking the fit of our items to changing the length of our strings and even the size of the hole for your head.  All things that you wouldn’t necessarily think of right off the bat unless you’ve worn the piece from an outsider’s perspective. We love it and welcome it all!”

Above all platforms or content strategies in the rapidly changing digital landscape, diversification and authenticity reign supreme. While the fate of TikTok and the platform’s creators hang in the balance, Alyssa Mckay’s lasting social media success proves that longevity is still achievable- through honesty and adaptability.