TikTok’s popularity has exploded in recent years, with millions of users, including small business owners like Brandon Hurst, using the platform to showcase their products and reach new audiences. Hurst, who runs a plant delivery business, credits TikTok for helping him triple his sales since he started selling plants on the platform last year. His company has sold over 57,000 plants and is one of seven million small businesses on TikTok.
However, the future of TikTok in the U.S. remains uncertain. President Biden signed a law giving ByteDance, TikTok’s Chinese-based owner, nine to twelve months to sell the platform to an American owner. If not sold within that time frame, TikTok could face a ban in the U.S., which would have devastating consequences for Hurst and his team of eight other people who work for his company.
Small businesses like Hurst’s have thrived on TikTok due to its ability to drive sales rapidly. Analysts believe that Meta, which owns Instagram, could benefit greatly from a TikTok ban as Instagram Reels may not replicate the same culture as TikTok. However, Hurst is already present on Instagram and other platforms but has yet to figure out a plan in the event of a TikTok ban. He acknowledges that TikTok’s live selling feature is unique and may be challenging to replicate elsewhere.
In conclusion, Hurst’s experience highlights how important it is for small businesses like his to have access to platforms that allow them to reach new audiences and drive sales rapidly. The future of these platforms remains uncertain as governments grapple with national security concerns related to foreign ownership of technology companies.
The clock is ticking for TikTok in the US as millions of users scramble to figure out what their next move should be after President Biden signed a law giving ByteDance nine months or so
