The January 19 deadline poses a major challenge for 7 million U.S. small businesses. With ByteDance facing pressure to sell TikTok or shut down its operations completely, businesses risk losing a platform that generates $24.2 billion in economic activity and has become a pillar of online customer engagement.
For small business owners who rely on TikTok to post content, engage with audiences, and drive sales, the potential ban could disrupt more than just revenue. It’s a direct hit to businesses’ marketing strategies and the unique connections they’ve built with their customers.
TikTok’s influence is undeniable—50% of its users make purchases after watching content, and the platform fuels approximately $1 billion in small business revenue every month. If the app disappears, many businesses will need to quickly rethink how they reach and inspire their customers online.
How TikTok Has Been Influencing Small Business Growth
TikTok operates differently from other social media platforms. Every new video gets shown to 300-500 random users on average, and their quick reactions decide its success. This means even a brand new account can go viral with its first post—no need for paid ads or years of building a following.
With users spending an average of 58.24 minutes daily on the app and checking it about 19 times a day, TikTok creates big opportunities for businesses to grow through consistent and rapid content posting. When videos gain traction, the impact is massive. TikTok boasts an average engagement rate of 2.65% by followers and 4.07% by views, making it an undeniably powerful tool for reaching audiences.
However, there is a drawback—TikTok demands regular activity. And by regular, we mean multiple times a day. “TikTok isn’t a ‘set it and forget it’ platform,” says Ashley Wright, a TikTok Shop consultant. “The brands that win are the ones who show up every single day. When you slow down, the algorithm slows with you.”
Wright emphasizes the importance of staying extremely active, recommending that businesses post 1-4 times daily. Companies that post consistently, around three times per day, see up to five times more engagement than those posting weekly.
Authenticity also matters more than perfection on TikTok. Genuine, unpolished, and relatable content often outperforms highly polished, studio-quality videos. While organic reach is still effective, Wright notes that paid strategies are increasingly essential. “You have to pay to play now. The days of easy viral hits are ending. Smart brands set aside real budgets for ads and creator partnerships.” His team frequently uses flash sales to generate rapid engagement surges, which the TikTok algorithm tends to reward with increased visibility.
What Successful Businesses Are Planning in the Meantime
However, Wright is hopeful that TikTok won’t face a ban. At least, not in the way that we think. “There’s too much growth happening for brands. Too many creators making a living. Too many consumers shopping through the platform for TikTok to just disappear,” he shared.
Still, savvy businesses and consultants like Wright aren’t waiting idly for a final decision. They’re proactively exploring other platforms like Instagram Reels, YouTube Shorts, and Snapchat, each offering unique ways to connect with audiences. Instagram Reels helps brands reach established followers, YouTube Shorts boosts visibility in search results, and Snapchat Spotlight keeps businesses connected with younger demographics like Gen Z and Gen Alpha.
For entrepreneurs like Mallory Leblanc, founder of Wildpier Beauty, TikTok has been a game-changer. Her exfoliating gloves have reached a global audience, earning her over 5.5 million likes and 70,000 followers. While her main account operates in Canada, the potential loss of TikTok Shop in the U.S. and changes to her “For You” page content mean she’s already strategizing.
Although most of her traffic comes from Instagram Reels, Leblanc is prepared to expand her efforts elsewhere to compensate for the potential loss of American traffic. She’s confident that her loyal followers will continue to support her on any platform she transitions to—as are many other business owners on TikTok.
In addition to using other platforms, companies like Leblanc’s are focusing on building direct customer relationships. They’re building email lists, nurturing connections with their audience, and saving their best-performing content to use across different channels. Regardless of TikTok’s future, these efforts ensure they remain resilient.
The Future of Business Marketing
{Attach above image of graph showing most used social media platforms among Gen Z and internet users worldwide as of September 2023; Photo credit: Statista}
For businesses, the best strategy combines staying active on TikTok while simultaneously preparing for potential changes.
Now is the time to analyze which videos perform best and create a content library of successful material. Keep posting authentic, engaging content that resonates with your audience—skills that can easily adapt to any platform.
Business owners who explore new platforms now while maintaining their TikTok presence position themselves to succeed no matter what happens. While the platform may shift, the importance of building genuine connections with customers stays unchanged.
Let Hawp Media Plan Your Digital Marketing Strategy
Keeping up with the ever-changing digital world can be a challenge, especially when platforms like TikTok face uncertainty. That’s where Hawp Media can help. Our team creates personalized digital marketing strategies designed to help businesses grow, no matter where they connect with their audience.