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Big brands could pivot easily if TikTok goes away, but small business may struggle

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A lot of “What ifs” still surround a bill the U.S. House passed last week that would mandate TikTok′s Beijing-based parent company to sell its stake in the platform or face a nationwide ban

Samantha Mayer, left, and her mother Deborah Mayer prep handbags before selling live on TikTok, Wednesday, March 21, 2024, in Freehold, N.J. Deborah Mayer has sold new and pre-owned handbags and other designer goods out of her New Jersey home for 16 years. Early last year, TikTok recruited her business for the live component of TikTok Shop. videos about the platform’s possible U.S. demise, disco diva Gloria Gaynor’s “I Will Survive” could supply the soundtrack.

“I’m not the kind of marketer who wants to put all their eggs in one basket anyway,” said Jeremy Lowenstein, chief marketing officer for the makeup brand Milani Cosmetics. “We can always pivot. And like any technology, there will always be something new to try.” “We’ll take that incredible muscle that we built and develop and go with it wherever our community wants to go next, and they have always been the signal that has carried us,” Marchisotto said.

“Even though you can replicate the technology, you can’t really replicate the culture, and people aren’t behaving necessarily in the same way as they are on TikTok,” she said. To introduce Decora Girlz, its new fashion doll line, the medium-sized company based in St. Louis, Missouri, invited 30 influencers with a strong presence on TikTok - most of them children - to FAO Schwarz in Manhattan this month.

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House Passes Legislation to Ban TikTok Unless Parent Company Sells StakesThe House passed legislation that would ban TikTok if its parent company doesn’t sell its stakes in the social media platform within six months of the bill’s enactment. The bill also includes provisions for TikTok to continue operating if certain conditions are met.
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