Legislation passed in the United States mandates that TikTok must be sold to another company or face a ban from operating in the country. TikTok’s parent company, ByteDance, plans to challenge the law in court, leaving the fate of the social media platform uncertain. This decision could impact the 170 million American users of TikTok, as well as many small businesses that rely on the platform for marketing purposes.
Veronica Lin, the head of brand and strategy at Playsee, a platform that connects the digital and local worlds, shared insights on how a potential TikTok ban could affect small businesses. Lin emphasized the importance of small businesses adapting to social media changes and maintaining an online presence to engage with customers effectively. With TikTok potentially no longer available, businesses may need to switch to alternative platforms to maintain visibility and engage with their target audience.
Lin highlighted Instagram as a suitable alternative to TikTok, offering video-based features that allow businesses to showcase products and interact with customers in real-time. Additionally, text-based platforms like X and Reddit cater to niche markets and enable in-depth discussions, making them valuable for businesses seeking to target specific audiences. By exploring a variety of social media platforms, businesses can expand their reach and engage with customers on a more personal level.
For small, independent Main Street businesses, selecting the right social media platform is crucial in reaching their target audience and building trust with customers. By engaging in meaningful conversations and fostering relationships with local customers, businesses can enhance loyalty and establish a strong online presence within their community. Exploring emerging social media platforms beyond major players can provide new growth opportunities for small businesses looking to connect with their audience effectively.
To build a solid following on social media, businesses can optimize their approach by focusing on relevance, interaction, local collaboration, and community engagement. Leveraging AI tools can enhance personalization and user engagement, facilitating connections between businesses and customers who align with their goals and interests. As Gen Z increasingly relies on social media as a search engine, businesses must adapt quickly to cater to this demographic by utilizing diverse online platforms and technologies to remain relevant and engage with their audience effectively.
In a rapidly changing social media landscape, small businesses can thrive by embracing authenticity, engaging with their local audience, and leveraging the latest technologies to enhance customer experiences. By adapting to new platforms and building connections within their communities, local businesses can remain indispensable in their markets and continue to grow in a post-TikTok world.
