The ongoing debate over a potential TikTok ban is causing anxiety for countless small business owners across the United States. The app, widely known for its short-form videos and engaging content, has become an indispensable tool for entrepreneurs trying to grow their businesses. But recent developments—a Senate-passed bill, President Biden’s approval, and a plea to the Supreme Court by former President Donald Trump—have cast a shadow of uncertainty over its future.
At the heart of the issue is a legal mandate requiring TikTok’s parent company, ByteDance, to sell the app to non-Chinese owners. If not, the app faces a full ban in the U.S. While the government argues this is necessary to address national security concerns, small business owners are left wondering how they’ll adapt if their primary marketing tool disappears.
Why TikTok matters to small businesses
For many entrepreneurs, TikTok isn’t just another social media app—it’s the cornerstone of their marketing strategy. Over seven million U.S. small businesses currently use the platform to reach consumers, share their stories, and, ultimately, drive sales. In 2023 alone, TikTok reportedly generated $14.7 billion in combined revenue for small businesses, enabling many to thrive in ways that might not have been possible otherwise.
Whether it’s a startup selling handmade goods, a local bakery showcasing its latest creations, or a solo entrepreneur offering consulting services, TikTok has allowed these ventures to find and connect with their audience in real and meaningful ways. The app’s unique ability to amplify visibility has transformed side hustles into full-fledged careers for many. Losing that would mean not just a dip in revenue, but a complete overhaul of how these businesses operate.
Adapting isn’t easy
While there are other platforms out there, finding a replacement for TikTok isn’t as simple as switching apps. Each platform has its own culture, user base, and algorithm, and none have quite the same appeal to Gen Z—the demographic that drives much of the spending on TikTok. For many business owners, the idea of starting over on a new platform is overwhelming, especially when they’ve spent years building a following and fine-tuning their content to succeed on TikTok. A ban could cut them off from a major audience, forcing them to rethink their entire business strategy. And while some may find a way to pivot, others could struggle to recover.
A legal and political standoff
The TikTok ban stems from concerns that the app could allow the Chinese government to access user data or manipulate content, a claim ByteDance denies. While the courts have upheld the legislation so far, the Supreme Court is set to hear arguments in January. Former President Trump has added a new twist by asking the Court to delay the ban’s enforcement. He argues that a political solution might be possible, though it’s unclear what that would look like.
Meanwhile, small business owners are stuck in limbo, uncertain whether their biggest marketing tool will still exist in a few months. The legal and political maneuvering may be important, but for entrepreneurs, the focus is much more immediate: how to keep their businesses running if TikTok disappears.
The road ahead
For small business owners, the potential loss of TikTok feels personal. It’s not just an app—it’s a platform that has helped them turn dreams into reality, connect with their communities, and grow in ways they never imagined. The looming uncertainty has left many feeling vulnerable, wondering how they’ll adapt in an increasingly digital world.
While the courts deliberate and politicians debate, small business owners are bracing for change. Some are already exploring alternatives, while others are holding out hope that TikTok might survive. One thing is clear: the outcome of this battle will ripple far beyond the app itself, affecting the livelihoods of millions of entrepreneurs.
