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By Nicole Tidei

This Sunday, about 170 million Americans may find themselves with an hour of free time. That’s the average amount of time TikTok users spend on the app, which could be banned on January 19 over national security concerns. While the Supreme Court recently upheld the law, efforts to stop the ban are ongoing. TikTok may be most commonly associated with Gen Z dances or mindless scrolling, but its impact reaches far beyond entertainment – and its loss will have a real effect on businesses nationwide. The app’s algorithm provided unparalleled reach and discoverability, even for smaller brands with limited budgets. Companies must prepare to adapt and implement the lessons TikTok taught us as it changed the marketplace.

Leveraging TikTok as a marketing tool has proved extremely successful for small businesses; the app drove $15 billion in revenue to more than seven million small businesses across the country, according to 2024 data.  Losing TikTok’s marketing abilities isn’t just an inconvenience for small businesses in the district – it is a game changer.

But the loss of TikTok would not be the end of social media marketing. Instead, businesses will need to invest in alternative platforms. The social media world moves quickly, so continually experimenting with new mediums and techniques is critical to staying ahead of the curve. Gen Z is already searching for the next big app – even downloading apps such as Lemon8 or Red Note that may pose similar national security concerns – as they try to find a place to land. While none of these have the same reach as TikTok on their own, the wildly popular app has created a demand for social media that will likely be filled by a combination of other platforms in the immediate future. Ensuring your business appears on these alternative apps will help keep your marketing plan on track during the transition.

The historic TikTok ban highlights the importance of diverse digital strategies. Relying too heavily on a single platform leaves companies vulnerable to regulatory or technological disruptions. Embracing a multichannel approach is no longer a luxury of bigger brands or more complex campaigns – it is mandatory for any business. Leveraging multiple social media platforms, owned media and traditional PR tactics is essential to ensuring resilience.

Banning one of the nation’s most popular apps over security concerns will naturally raise ongoing questions about data privacy and platform security. Brands that used TikTok have faced scrutiny over data practices, and the ban could heighten public awareness of these concerns. Businesses must proactively implement transparent communication strategies to maintain consumer trust.

Banning TikTok would change the way many people do business, but TikTok’s impact will always remain. Everything from marketing to news has shifted more to social media, allowing small businesses access to millions of potential customers. TikTok showed us the power of flexible and creative marketing. Now, with its departure imminent, we must capitalize on the lessons it taught us.

Nicole Tidei is a Vice President at Pinkston, a Washington D.C.-based full service branding, marketing and communications firm.

Est Reading Time: 3min