What the TikTok ban means for your business
The January 19 deadline puts 7 million American small businesses in a tough spot. ByteDance must sell TikTok or shut down operations, threatening $24.2 billion in economic activity and reshaping the way companies reach customers online.
For business owners active on TikTok, posting content and connecting with buyers, this ban means more than lost sales. It strikes at the heart of their marketing strategy.
With 50% of TikTok users making purchases after watching content and the platform bringing in $1 billion in monthly small business revenue, the stakes are high. This changes everything.
How TikTok’s reach powers business growth
TikTok’s system works differently from other social media. Each new video is shown to 300-500 random users, making instant judgments that determine its fate. A brand new account can reach millions with its first post. No paid ads needed, no years spent building a following.
Users spend 58.24 minutes a day on the app, opening it an average of 19 times to see what’s new. This creates real opportunities for businesses that keep popping up. Businesses find TikTok success through volume and speed.
When videos work, they work great. TikTok’s follower engagement rate stands at an average of 2.65% and an average engagement rate of 4.07% by views. “TikTok is not a set-it-and-forget-it platform,” says Ashley Wright, a TikTok Store consultant. “The brands that win are the ones that show up every day. When you slow down, the algorithm slows down with you.”
He is right. TikTok recommends posting 1-4 times a day to optimize visibility. Companies that post three times a day see five times more engagement than weekly posters. The platform rewards genuine, unadulterated content over studio-quality production.
Wright points out that while organic reach still works, paid promotion becomes essential. “You have to pay to play now. The days of easy viral hits are over. Smart brands set aside real budgets for advertising and creator partnerships.” His team runs flash sales to spark the algorithm’s attention, noting that TikTok rewards fast sales increases with more reach.
What successful businesses are doing now
Ashley Wright said she is optimistic that TikTok will not be banned. “There’s a lot of growth happening for brands. Lots of creatives for a living. Too many consumers buying through the platform for TikTok to just disappear.”
But smart companies and consultants like Wright aren’t sitting back and hoping, waiting for the ban to come. They’re switching to Instagram Reels, YouTube Shorts, and Snapchat, testing what works while TikTok still works. Each platform offers different advantages for reaching customers. Instagram Reels connect with established audiences. YouTube Shorts helps businesses appear in search results. Snapchat keeps them relevant with younger shoppers.
Mallory Leblanc, founder of Wildpier Beauty, has built an entire business from her TikTok account. She sells exfoliating gloves worldwide, amassing over 5.5 million likes and 70,000 followers on the platform. Her main account is Canadian, so for her this change only means that the TikTok Shop will disappear and she won’t get American content on her About You page.
Leblanc said that although her main traffic comes from Reels, she is prepared to double down on another channel to replace US traffic and keep sales flowing, and is confident that her loyal audience will find her wherever she chooses. .
Beyond platform switchers, companies like Wildpier Beauty that thrive on TikTok focus on mastering their customer relationships. They’re building email lists, strengthening direct links, and saving their best content to repurpose for other channels. These moves protect their business no matter what happens with the ban.
Where does business marketing go next?
The legal battle continues, with President-elect Trump seeking Supreme Court delays. Meanwhile, new platforms like Triller aim to capture TikTok’s audience. The smarter approach balances TikTok’s current operations with preparing for change.
Study which videos perform best. Build a content library. Keep posting authentic customer related content. These capabilities transfer to any platform.
Business owners who act now, testing new channels while maintaining their presence on TikTok, set themselves up to thrive during the transition. The platform they appear on may change, but the need for genuine customer connections remains constant.
