Like TikTok efforts to stop a fast approaching deadline since forces him to separate from its Beijing-based parent company ByteDance or face a ban in the United States, small business owners are beginning to prepare for the worst. The Supreme Court heard arguments on Friday and is expected to rule on the case at the end of next week.
Meanwhile, the creators are building email listsjoining other social platforms and starting newsletters.
Liz Smoakco-founder of branding and marketing agency Maiden Media, and a mentor and chairman of the voluntary business mentor organization SCORE said the ban is about more than the app.
“It's about the businesses and creators that rely on it,” Smoak said entrepreneur. “I've seen how critical platforms like TikTok are for entrepreneurs. They're more than marketing tools; they're lifelines for businesses.”
Creators protesting outside the Supreme Court on Friday in Washington said the same thing. Andrea Celeste Olde, a TikTok content creator, told the New York Times that the platform helped her launch her business after being a stay-at-home mom for 10 years.
“TikTok is where I built my community,” she told the publication. “I've made friendships. I've got business partners. That's how we bond.”
Smoak says TikTok's algorithm makes it one of the only platforms where small business owners and budding entrepreneurs can go viral without spending a fortune to push their content, and a ban would throw “thousands of businesses off the rails.” .
In December, TikTok warned in a court filing that if the ban passes, creators and small businesses in the US could lose $1.3 billion in revenue and profits – in one month.
Related: TikTok's impending ban has creators questioning how much of their business they really control
However, a survey statisticianconducted from April to May 2023 among American TikTok users found that 73% of respondents thought TikTok was problematic and 27% said they experienced negative mental health effects because of the app.
“The ban could be a wake-up call to healthier online habits,” Smoak said.
The founder and CEO of handwritten note service Handwrytten, David Wachs, said entrepreneur last week that brands should strengthen the community they've grown on TikTok by hosting virtual events like webinars, live Q&A sessions, and virtual product launches that encourage real-time interaction.
“The potential ban on TikTok has sent ripples through the marketing world, prompting brands to rethink their strategies,” Wachs said. “While it may seem like a setback, this change opens up a valuable opportunity for brands to increase direct engagement with their audiences.”
Related: Is Kevin O'Leary buying TikTok? 'Shark Tank' Star Joins Frank McCourt For 'People's' Offer
Other experts suggest contacting the big brands with influencer marketing programs, like Walmart AND Amazonto diversify your content and options.