Uncertain Future: Small Business Owners Left in Limbo as TikTok Faces Potential Ban

TikTok has been a game-changer for millions of users, including small business owners like Brandon Hurst. The live features on the platform have allowed him to showcase his personality and connect with customers seamlessly. Since launching his plant delivery business on TikTok just over a year ago, Hurst has seen his business grow exponentially, and he is one of an estimated seven million small businesses using the platform in the US.

However, recent news of a potential ban on TikTok has left many users, including Hurst, uncertain about their next steps. While TikTok claims to support over 224,000 American jobs and employ a team of eight people at Hurst’s company alone, there is no denying that a ban would have severe consequences. A looming ban could displace many entrepreneurs and lead to uncertainty in these rapidly evolving circumstances.

TikTok has stated that it plans 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 replicating TikTok’s unique culture and impact may be challenging.

As such, Hurst remains focused on growing his business while keeping an eye on the developments surrounding TikTok. While he has a presence on other platforms such as Instagram, there is no denying that the live selling aspect offered by TikTok cannot be easily replicated elsewhere. Hurst admits that he hasn’t fully considered his options if TikTok is banned but acknowledges that he will do everything in his power to continue growing his business regardless of what happens next.

Overall, as time runs out for TikTok in the US, millions of users are left uncertain about their next steps. Brandon Hurst’s experience highlights how important this platform has become for small businesses like his own and how devastating a potential ban could be for both entrepreneurs and their livelihoods.