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Corporations in good shape if TikTok goes dark, not so much the little guy

Smaller brands have come to rely on social media platform as U.S. threatens national ban

Big brands could pivot easily if TikTok goes away. For many small businesses, it's another story

Future of TikTok a concern for big, small businesses

Big brands that have relied on TikTok to reach younger consumers do not appear to be panicking as they wait to see what happens in Washington. But they also have started planning. Some are retooling promotional campaigns that were originally intended just for TikTok. Many are testing alternatives and prioritizing work with influencers who have sizable followings on multiple social media platforms.

TikTok ban could pose issues for small businesses, creators

Marketers and influencers are already starting to pivot from campaigns that rely on reaching consumers through TikTok. But for smaller creators and entrepreneurs, the app is a crucial way to reach fans – and it can’t necessarily be replaced.

Big Brands Could Pivot Easily if TikTok Goes Away. For Many Small Businesses, It's Another Story

Big brands relying on TikTok to reach younger consumers do not appear to be panicking as they wait to see what happens in Washington.