The possible TikTok ban has sparked concerns for millions of small businesses that use the platform for growth and marketing.
Desiree Hill, owner of Crown’s Corner Mechanic in Conyers, Georgia, started her journey as a mobile mechanic. TikTok videos showcasing her work quickly gained attention, allowing her to expand to a 9,000-square-foot workshop with five employees just 18 months ago, reports UNB.
"I receive at least two to three customers daily who discovered me through TikTok videos," said Hill.
Since its launch in 2016, TikTok has become a vital tool for small businesses to expand their customer base, advertise, and even sell products directly.
TikTok estimates that small businesses could collectively lose over $1 billion in revenue within a month if the ban takes effect.
The U.S. Justice Department has instructed TikTok's parent company, ByteDance, to sell the platform or face a ban by January 19, citing security concerns. The Supreme Court is set to review the case this month, while President-elect Donald Trump, assuming office on January 20, has requested a delay in the proceedings.
In the event of a ban, businesses will need to shift to alternative platforms such as Instagram Reels, Snapchat, and YouTube Shorts. While many businesses already have profiles on these platforms, attracting TikTok’s younger audience may pose challenges.
Another strategy includes building a database of customer contacts via email or phone numbers for direct marketing and promotions.
Hill expressed concerns about the limited reach of other platforms. Despite maintaining accounts on YouTube, Instagram, and Facebook, she believes they lack TikTok’s impact.
"I’m anxious because we are not prepared for this change," she admitted. "TikTok plays a vital role in customer engagement, and losing it could hamper business growth significantly."
Similarly, Crystal Lister, who runs Mommy and Me: The Listers in Cypress, Texas, which offers STEM-focused workshops, is exploring a transition to YouTube and Instagram Reels. However, she finds TikTok more user-friendly.
"A TikTok ban would present challenges, as we’d lose key features like video creation and viral sharing. We’ll have to rely on multiple platforms to compensate for TikTok’s functionality," Lister explained.
Bd-pratidin English/ Afia
