How to prepare for a ban on TikTok (even if it doesn’t happen)

Few platforms have impacted consumer behavior as significantly in the fast-paced social media landscape as TikTok. With its unique algorithm and engaging content, TikTok has become a staple for consumers and a critical marketing tool for small businesses. However, the prospect of a US ban on TikTok poses a substantial challenge, especially for entrepreneurs who rely on the platform for visibility and sales. As a small business owner who runs a boutique online, I want to share a little bit around the risk of the ban and how to overcome that risk in your own small business.

TikTok’s meteoric rise has transformed how consumers interact with brands. The platform’s algorithm, which prioritizes engaging content regardless of the creator’s follower count, has leveled the playing field for small businesses. This democratization of visibility has allowed many entrepreneurs to reach a broad audience without a significant advertising budget. TikTok’s format encourages creativity, making it easier for brands to showcase their products uniquely and engagingly. TikTok’s original rise to mass adoption can be partly attributed to the COVID-19 pandemic’s lockdown, but users, especially Gen Z, continue to use the app today.

There is no guarantee that a ban will happen, but it’s best for small businesses, which likely depend on TikTok for a more significant chunk of their marketing due to accessibility, to be prepared. Arielle Fager of Emarketer states, “Brands should still do their due diligence to prepare for the worst, especially if the platform plays a large part in their e-commerce or marketing strategies.”

If the US bans TikTok, Instagram would likely become the go-to platform for many displaced content creators and businesses. This shift, while challenging, also presents new opportunities for growth. Unlike TikTok, Instagram’s algorithm favors established accounts and pay-to-play models, making organic reach more difficult. This fact means that businesses may need to invest more in advertising to maintain the same level of visibility they had on TikTok, but it also opens up new avenues for reaching a wider audience.

As users transition from TikTok to Instagram, we can expect a shift in consumer habits. Instagram’s user base is already accustomed to shopping through the platform, thanks to features like Instagram Shopping and the ability to tag products in posts and stories. However, the nature of content on Instagram differs significantly from TikTok. Instagram’s visual appeal and aesthetics focus means businesses must adapt their content strategies to fit the platform’s culture.

Instagram’s emphasis on curated content and cohesive aesthetics means businesses may need to shift their product offerings to align with these trends. Higher-priced items that fit into popular “core” aesthetics (such as minimalism, boho-chic, or luxury lifestyle) are more likely to succeed. Brands must invest time and resources into creating visually appealing content that resonates with Instagram’s audience.

One of the most significant challenges small businesses will face is decreased organic reach. TikTok’s algorithm is unique in its ability to promote content from any user, regardless of their follower count. In contrast, Instagram’s algorithm favors content from accounts with higher engagement rates, often requiring businesses to invest in paid promotions to achieve similar reach. This pay-to-play model can be a significant barrier for small businesses with limited marketing budgets.

Strategies for Overcoming the Challenges

Despite these challenges, small businesses can still succeed on Instagram by adopting a curated reel approach. Here are some strategies to consider:

1. Embrace Instagram Reels: Instagram Reels, the platform’s answer to TikTok’s short-form videos, can be a powerful tool for small businesses. By creating engaging, high-quality reels that showcase products in action, companies can capture the attention of potential customers.
2. Focus on Visual Storytelling: Instagram is a visually driven platform, and companies should prioritize high-quality images and videos that tell a compelling story. Investing in professional photography and videography can elevate a brand’s aesthetic and attract more followers.
3. Leverage Influencer Partnerships: Collaborating with influencers who align with your brand’s values and aesthetics can help increase visibility and reach a broader audience. Influencers can create authentic content that resonates with their followers, driving traffic to your business.
4. Utilize Instagram Shopping Features: Make the most of Instagram’s shopping features by tagging products in posts and stories. By tagging products, you make it easier for users to discover and purchase products directly through the app.
5. Engage with Your Audience: Building a loyal community on Instagram requires active engagement. Respond to comments, interact with followers, and create content encouraging user participation. By actively engaging with your followers, you can take an active role in boosting your account’s engagement rates, making your content more likely to be seen.

The potential US ban on TikTok may present some challenges for small businesses, but it also presents opportunities. While the shift to Instagram may require a change in strategy and increased investment in advertising, it also offers a chance to reach a new audience and create visually stunning content that resonates with consumers. Small businesses have shown resilience and adaptability in the face of such challenges, and by embracing a curated reel approach and leveraging Instagram’s unique features, they can continue to thrive on social media in new ways.