As time ticks down for TikTok in the U.S., millions of users, including small business owners like Brandon Hurst, are left uncertain about what steps to take. Hurst, who operates a plant delivery business and credits TikTok for transforming his life, is among them. He appreciates the platform’s live features that allow him to share his personality and easily connect with customers to make sales.
Since venturing into selling plants on TikTok in the past year, Hurst has seen his business grow threefold. He proudly mentions that his company is just one of an estimated seven million small businesses on TikTok, and TikTok claims to support over 224,000 American jobs. Hurst emphasizes that his business employs a team of eight people whose livelihoods would be jeopardized if TikTok is banned in the U.S.
The TikTok ban was recently signed into law as part of a foreign aid package, giving TikTok’s owner, ByteDance, a limited time frame to sell the platform to an American company. A looming ban could potentially displace many entrepreneurs and lead to uncertainty. Analysts like Jasmine Enberg from eMarketer suggest that platforms like Instagram Reels could potentially benefit from a TikTok ban but acknowledge that replicating TikTok’s unique culture and impact may be challenging.
In the face of such potential changes, Hurst remains focused on his business and the impact of a TikTok ban. While he has a presence on Instagram and other platforms, he admits that he hasn’t fully considered his options if TikTok is banned. Reflecting the uncertainty many users are facing in these rapidly evolving circumstances.
Small businesses like Brandon’s rely heavily on social media platforms like TikTok to connect with customers and grow their businesses. With a looming ban on the horizon, many entrepreneurs are left feeling uncertain about what steps they should take next.
As time runs out for this popular platform in America, it’s clear that its impact cannot be ignored. Whether or not ByteDance can find a buyer for their platform before it’s too late remains to be seen. But for small businesses like Brandon’s Plant Delivery Co., it could mean losing everything they have worked so hard to achieve.
While some analysts suggest that other platforms could step up their game in response to this potential void left by TikTok’s departure from American markets, there’s no denying its unique appeal and value for both creators and consumers alike.
The fate of millions of small businesses hangs in the balance as they wait anxiously for news about what will happen next with this beloved social media app.