A potential TikTok ban looms large, casting a shadow over the millions of small businesses that rely on the popular short-video social media platform to fuel their growth. One such entrepreneur feeling the impact is Desiree Hill, the proprietor of Crown’s Corner Mechanic located in Conyers, Georgia. Initially launching her venture as a solo mobile mechanic, Hill leveraged TikTok to showcase her work, effectively expanding her reach and generating a surge in clientele. The platform’s influence propelled her business to new heights, culminating in the establishment of a spacious brick-and-mortar establishment equipped with five staff members just 18 months ago. Reflecting on the instrumental role TikTok played in her success, Hill revealed, “Every day I get at least two to three customers that have seen me on TikTok, watched my videos, and wanted to become a customer.”
Despite its relatively recent emergence in 2016, TikTok has emerged as a pivotal tool for small business owners seeking to diversify their marketing strategies. From cultivating a loyal customer base to executing advertising campaigns and facilitating direct sales, businesses of all scales have harnessed the platform’s potential. TikTok’s internal projections suggest that small enterprises utilizing the app stand to lose upwards of $1 billion in revenue within a singular month if a ban is enforced.
The impending threat materialized following the Justice Department’s mandate for ByteDance, TikTok’s China-based parent company, to divest its ownership or risk facing prohibition in the United States by January 19, citing national security apprehensions. The U.S. Supreme Court is scheduled to deliberate on the matter in January, with President-elect Donald Trump advocating for a postponement until after his inauguration on January 20. In the event of a ban, businesses will be compelled to transition to alternative platforms to sustain their consumer outreach efforts. Prominent contenders like Instagram Reels, Snapchat, and YouTube Shorts present viable substitutes, albeit potentially challenging to engage TikTok’s predominant adolescent user base.
One viable recourse for businesses entails cultivating a robust database of customers who willingly provide contact details, facilitating direct engagement through promotional campaigns and marketing initiatives. While this strategy offers a personalized approach, some entrepreneurs harbor concerns regarding the expansive reach and engagement levels synonymous with TikTok. Crystal Lister, the proprietor of Mommy and Me: The Listers in Cypress, Texas, specializing in interactive STEM education workshops, is navigating a transition towards YouTube for comprehensive videos and Instagram Reels for promotional teasers. Acknowledging the platform’s irreplaceable functionality, Lister expressed her apprehensions, stating, “It is going to be a challenge if TikTok is banned because we’re losing kind of all the functionality you want—the ability for video creation, the ability to spread the word via social media.”
For small business owners like Desiree Hill and Crystal Lister, the potential ban on TikTok heralds a looming uncertainty, prompting a swift reassessment of their digital marketing strategies. While alternatives exist in the digital landscape, seamlessly replic
