Imagine losing your primary marketing engine overnight. For over 7 million small businesses in the U.S., the TikTok ban isn’t just a headline—it’s a looming reality. But with 75 days to prepare for the potential US TikTok ban, there’s still time to pivot and thrive.
Over 7 million small businesses in the U.S. leveraged TikTok for marketing in 2024, with an 88% increase in sales for SMBs after marketing on the platform. With TikTok’s meteoric rise as a marketing powerhouse, it’s no surprise that the potential ban in the US has sent shockwaves through the small business and marketing community.
Here are actionable strategies to help SMBs, eCommerce owners, and marketers, minimize the impact and turn this challenge into an opportunity.
The Immediate Impact of the US TikTok Ban
TikTok has been a cornerstone for reaching younger audiences, particularly Gen Z and Millennials. The platform was more than just a marketing tool for small businesses—it was a growth engine.
- A direct channel to drive traffic and sales.
- Low-cost brand visibility through viral content.
- A space for authentic engagement with followers.
Without TikTok, eCommerce stores and SMBs face reduced visibility and fewer avenues to connect with their audience. This makes diversification essential.
Diversify Your Marketing Channels
1. Post More Instagram Reels and YouTube Shorts
These platforms have similar short-form video features and robust ad tools. Repurpose your TikTok content to maintain continuity and reach audiences familiar with your brand.
Instagram Reels offers shoppable posts, making it ideal for eCommerce.
YouTube Shorts benefits from YouTube’s search algorithm, increasing organic discoverability.
2. Explore Emerging Platforms Early
Threads and Snapchat Spotlight are relatively newer platforms that are gaining traction.
By becoming an early adopter, you can secure a competitive edge and build your audience from the ground up.
Secure Growth With Owned Marketing Channels
1. Build Your Email List & Marketing
Until anything is certain, use this period to direct followers to sign up for your email list.
Create compelling lead magnets, such as discounts or exclusive content, to entice signups.
Create engaging email sequences targeting TikTok’s younger demographic with attractive visuals and straightforward messaging.
2. Focus on Your Website
Optimize your site as a central hub for your content and sales.
Add prominent call-to-action buttons and ensure mobile responsiveness.
Publish more shareable content and optimize tile, description, and preview.
Embed short videos to maintain the engagement that TikTok users love.
Build a Loyal Community for Long-Term
1. Private Groups on Facebook or Discord
Exclusive communities are reliable for deeper engagement. These platforms allow for personalized interactions and encourage loyalty among your audience.
2. Encourage User-Generated Content (UGC)
Ask customers to share reviews, photos, or videos of your products on platforms like Instagram. Reward participants with discounts or cashback on your brand’s social channels.
Boost SEO and Organic Traffic
1. Use Video Content for Engagement
Embed videos explaining your products or sharing customer testimonials. It will help you engage visitors while improving your site’s SEO rankings.
2. Publish Blog Content for Organic Visibility
Answer common questions your audience might have, such as “How to Style [Product]” or “Best Ways to Use [Product].” These articles will drive organic traffic and position your brand as an authority.
Stay Proactive for the Future
The TikTok ban may feel like a setback, but it’s also a wake-up call to future-proof your marketing. By diversifying platforms, strengthening owned channels, and engaging your audience authentically, small businesses can not only weather this storm but come out stronger.
Remember, agility and innovation are your greatest assets. Start planning today—and secure your brand’s growth tomorrow.
