Legislation has been passed requiring TikTok to sell itself to another company or face a ban in the United States. The parent company, ByteDance, plans to challenge this law in court, but if TikTok is banned, it could have significant consequences for its 170 million American users, as well as many small businesses that use the platform for marketing purposes.
Small businesses need to adjust to the ever-changing landscape of social media. Maintaining an online presence is crucial for businesses to interact directly with customers. Veronica Lin, head of brand and strategy at Playsee, emphasizes the importance of adapting to new platforms and strategies to stay visible and competitive in the market.
If TikTok is banned, small businesses will have to shift their marketing strategies to alternative social media platforms. Lin suggests that Instagram could be a suitable alternative, offering video-based features and the ability to connect with customers on a personal level, similar to the community-oriented engagement seen on TikTok.
For small, independent Main Street businesses, choosing the right social media platform is essential for effectively reaching their target audience. Lin recommends engaging in meaningful conversations with local customers to foster relationships and build loyalty. Exploring emerging social media platforms beyond the major players can also provide growth opportunities for small businesses.
To build a strong social media following, businesses should focus on relevance, interaction, local collaboration, and community engagement. By connecting with the local community through social media, small businesses can enhance their online presence and build genuine connections with their audience, fostering long-term relationships.
Artificial intelligence (AI) has played a significant role in enhancing personalization, efficiency, and user engagement on social media. Through AI algorithms, businesses can streamline processes in customer service, sales forecasting, and automated operations. AI chatbot tools help users discover nearby businesses based on their location and preferences, providing relevant recommendations for a personalized experience. Additionally, small businesses should adapt their social media strategies to cater to younger consumers, such as Gen Z, who prefer authentic and quick results on social media platforms. By leveraging new platforms and technologies, local businesses can stay relevant and build connections within their communities to thrive in a post-TikTok world.
