A potential ban on TikTok could significantly impact countless small businesses that rely on the popular app for growth and visibility. Desiree Hill, who owns Crown’s Corner Mechanic in Conyers, Georgia, got her start as a mobile mechanic, using TikTok to showcase her work. Her success on the platform allowed her to open a large physical shop, complete with five employees, just 18 months later.
Hill reports that many of her customers discover her through TikTok. “Every day, I get at least two to three customers who have seen my videos and want to check out my services,” she said. Although TikTok came onto the scene in 2016, it has quickly become a valuable tool for small business owners, providing a way to attract customers, market products, and even sell directly through the app.
TikTok estimates that a ban could result in over $1 billion in lost revenue for small businesses in just one month. The Justice Department has instructed ByteDance, TikTok’s parent company based in China, to either sell the app or face a U.S. ban by January 19, citing national security concerns. The Supreme Court is set to consider the issue next month, shortly before President-elect Donald Trump takes office.
If the ban goes through, small business owners will need to switch to different platforms to connect with their audience. Alternatives like Instagram Reels, Snapchat, and YouTube Shorts exist, but they may not reach the younger audience that has made TikTok its go-to app.
One strategy for businesses is to develop a database of customers who provide contact information, allowing for direct communication regarding promotions and other marketing efforts. However, Hill expresses her concerns: “I worry that other platforms might not have the same reach as TikTok,” she noted. Despite being active on YouTube, Instagram, and Facebook, she feels they do not compare to TikTok’s effectiveness.
Crystal Lister, who runs Mommy and Me: The Listers in Cypress, Texas, shares similar worries. Her business focuses on STEM education workshops, and she is currently trying to transition her video content to YouTube and use Instagram Reels to direct viewers there. Yet, she emphasizes that TikTok’s ease of use is hard to replace. “It’s going to be difficult if TikTok is banned, as it combines so many functions into one,” she explained.
With the looming possibility of losing a platform that has proven essential for outreach and growth, small business owners are understandably anxious about what the future may hold.
