As time runs out for TikTok in the US, millions of users, including small business owners, are uncertain about what steps to take. Brandon Hurst, who operates a plant delivery business and credits TikTok for transforming his life, is among them. Hurst appreciates the platform for its 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 US.
The TikTok ban was recently signed into law as part of a foreign aid package, giving 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. TikTok has stated its intention to challenge the ban through legal means, setting the stage for further disputes. 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.
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, the live selling aspect that TikTok offers is difficult to replace. Hurst 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.
TikTok’s impact on small businesses cannot be overstated. The app has provided a platform for entrepreneurs like Hurst to reach new customers and grow their businesses quickly and efficiently.
However, with time running out for them in the US market, many small businesses are left feeling uncertain about their future.
Hurst’s experience highlights this issue perfectly – while he has been able to successfully sell plants on both Instagram Reels and other platforms like YouTube and Facebook,