From TikTok to Reels: Small Business Owners Adapt in the Face of Uncertainty

With the clock ticking for TikTok in the U.S., millions of users, including small business owners like Brandon Hurst, are left uncertain about what to do next. Hurst, who runs a plant delivery business and has seen his business grow exponentially thanks to TikTok’s live features, is among those feeling the impact.

Hurst credits TikTok with transforming his life and helping him connect with customers more easily. Since venturing into selling plants on the platform just over a year ago, he has seen his business triple in size. He is one of an estimated seven million small businesses on TikTok, and TikTok claims to support over 224,000 American jobs.

If TikTok is banned in the U.S., as recently signed into law as part of a foreign aid package, Hurst’s livelihood and that of his team of eight employees would be at risk. He emphasizes that a looming ban could potentially displace many entrepreneurs and lead to uncertainty for small businesses like his.

While Hurst has a presence on other platforms like Instagram, he acknowledges that the live selling aspect that TikTok offers is difficult to replicate anywhere else. Analysts like Jasmine Enberg from eMarketer suggest that platforms like Instagram Reels could potentially benefit from a TikTok ban, but they acknowledge that TikTok’s unique culture and impact may be challenging to replicate.

Despite these challenges, Hurst remains focused on growing his business and keeping up with changes in technology. While he has not fully considered what he would do if TikTok is banned, he knows that he must adapt quickly in order to continue reaching customers and growing his brand online.

As tensions continue between ByteDance and the U.S government over ownership rights for its app, it remains unclear what will happen next for small businesses like Hurst’s Plant Delivery Company or the countless others using the platform to reach new customers online.

However one thing is clear: The rise of short-form video social media platforms such as TikTok has had a significant impact on how small businesses operate and reach their target audience online. As such it will be important for these businesses to consider alternative marketing strategies and channels when faced with such drastic changes in their social media landscape.

In conclusion, while time runs out for TikTok in the U.S., small business owners like Brandon Hurst must remain vigilant and adaptable as they navigate this rapidly evolving digital age where technology continues to shape our world around us.