Written by Riva Lesonsky
Many small businesses prefer platforms like TikTok because of its low cost and ability to reach niche areas. … [+]
Recently, a bill was passed and signed into law that would ban social media giant TikTok from operating in the United States unless it is sold to another company. TikTok's parent company, Chinese-owned ByteDance, plans to challenge the law in court.
If the social media platform were to be banned (and it won't be until at least 2025), it would not only leave a hole for TikTok's 170 million U.S. users, but also for the many small businesses that use the social network as a marketing tool. opens.
No matter what happens, small businesses need to adapt to the constant changes in social media. Maintaining an online presence is essential to speaking directly with current and potential customers.
To understand more, we spoke to Veronica Lin, Head of Brand and Strategy at Playsee, a platform that fosters local connections and collaboration by connecting the digital and local worlds.
Impact of TikTok ban on small businesses
Riva Lesonsky: If TikTok is indeed banned, how will it affect small businesses?
Veronica Lin: It will make a big difference. TikTok is one of the most popular tools that businesses use in their social media marketing strategies. The possible absence of this platform means that businesses, especially local businesses and small businesses that rely primarily on such platforms, need to maintain visibility, engagement, and succeed in a fiercely competitive market. , it means you need to move to other social media platforms.
One of the main reasons why small businesses prefer platforms like TikTok is the low cost and the opportunity to reach customers who resonate with their content.
Leverage alternative social media platforms
Lesonsky: If TikTok goes away, which platform do you think will fill the void?
Rin: Instagram has established itself as a suitable alternative that offers video-based features. Consumers can discover and purchase products from brands through Instagram profiles, posts, and stories.
By offering features like video and communities, Playsee is helping small and medium-sized businesses stay connected to the pre-digital era, when daily life revolved around community and business owners knew their customers and their specific needs. It turns out that businesses can connect with their customers on a personal level.
In general, videos help businesses showcase their products, services, and venues in real time. Community-oriented features help businesses engage directly with local customers, enable discussions, share insights, and provide personalized recommendations. Feature sets like those offered by Instagram and other video platforms allow businesses to effectively target relevant communities.
Text-based platforms like X (formerly Twitter) and Reddit are valuable platforms for in-depth discussions as they cater to a wide range of interests, making them suitable for businesses targeting niche markets. For example, X offers a text-based sharing platform that shares timely news updates and fosters real-time customer engagement.
Expand your social media strategy for Main Street businesses
Lesonsky: What about small, independent businesses on Main Street? What social platforms work for them?
Rin: Different social media platforms serve unique audiences, and choosing the right platform can greatly enhance your company's social marketing efforts. It is essential for businesses, especially Main Street businesses, to evaluate whether the platforms they are using (or considering) are effectively reaching their target audience. The right choice not only increases your visibility, but also provides an opportunity to build trust and establish a genuine connection with your customers.
have a meaningful conversation [with local customers] Build loyalty and trust, and turn casual followers into devoted supporters. By focusing on interaction, Main Street businesses can foster long-term relationships with their audiences.
One way to accomplish this is to explore emerging social media platforms beyond the big players that offer new growth opportunities.
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Build a sizable following on social media
Lesonsky: Business owners often ask me how to build a strong following on social media. Do you have any advice?
Rin: To build a strong following on social media, businesses can optimize their approach by:
- Relevance: Find a platform that fits your business niche.
- Alternating current: Engage with your followers and build relationships.
- Local collaboration: Partner with local influencers and businesses to increase your visibility.
- Community engagement: Share relevant content that resonates with local audiences.
Local small businesses play an important role in shaping the character of our communities. Choosing a social media platform that connects you with an audience right outside your home has the potential to foster relationships with your community while maintaining a strong local presence online.
Powering local discovery with AI
Lesonsky: Has artificial intelligence (AI) made a difference in improving how small businesses connect with their customers?
Rin: AI has revolutionized social media by increasing personalization, efficiency, and user engagement. Through AI algorithms, users can enjoy customized content and recommendations that increase relevance and connect individuals and businesses to those that truly align with their goals and interests.
For businesses, AI is already streamlining processes such as customer service, sales forecasting, and automated operations. Before committing to an AI business solution, companies should consider whether it can improve operations and productivity while meeting business requirements.
Easy-to-use AI chatbot tools help users find nearby businesses. Factors such as your current location and preferences are taken into account to ensure you receive relevant recommendations.
Attracting younger consumers with social media
Lesonsky: I hear that Generation Z has a different behavioral pattern than older generations when using social media.
Rin: Gen Z is increasingly using social media as a search engine because they are dissatisfied with Google's search results. [also accounting for the rise of Reddit in search results]. They prefer searching on social media. Because we believe you will get more authentic results faster.
Social media allows you to access small pieces of information from more sources. Social media users are actively participating in online forums and communities that cater to their interests, highlighting the importance of a diverse online presence for companies targeting this Gen Z demographic.
To stay ahead, local businesses must adapt quickly. We must leverage new platforms and technologies to stay relevant and build connections within our communities. By focusing on authenticity and engaging with local audiences, local small businesses can thrive and become indispensable in the post-TikTok world.
About the author
Rieva Lesonsky creates content focused on small business and entrepreneurship. Email Rieva rieva@smallbusinesscurrents.comfollow her on Twitter @Rivavisit her website SmallBusinessCurrents.com Get the scoop on business trends and sign up for Rieva's free Currents newsletter.
