.webp)
The threat of a TikTok ban in the U.S. has been brewing for some time, and now it feels like we’ve hit a crossroads.
For many small businesses, TikTok isn’t just another social media platform — it’s a vital tool for building brand awareness and driving customers to your door.
So, what does an impending TikTok ban mean for small businesses, and what can you do to prepare? Let’s break it down.
What the TikTok Ban Means for Your Small Business
The main reason TikTok is facing a potential U.S. ban on January 19th is due to government concerns about user privacy and national security. Unless ByteDance, TikTok’s owner, agrees to sell its U.S. arm, the app could be removed from American app stores.
There is a glimmer of hope, though. A proposed 270-day extension plan could give TikTok and lawmakers time to find a solution to keep the app running in the U.S.
For many small business owners, TikTok has been a game-changer, making it easy to connect with new audiences and generate sales. But if TikTok does go away, now’s the time to diversify your marketing strategy and expand the ways you attract and engage customers.
How to Future-proof Your Business Ahead of a TikTok Ban
While we all hope for a resolution that keeps TikTok alive, it’s a good idea to start preparing for life without it.
Here are five actionable steps you can take to protect your business and future-proof your marketing strategy for the long run.
#1. Build a Website to Anchor Your Business
Having a professional business website makes sure your business is always visible online.
It’s a space that’s entirely yours, where you can showcase your products or services, share your story, and make it easy for customers to contact you. You can include features like a blog, an FAQ page, a booking system, and even customer reviews to make your site more engaging and informative.
Some business owners hesitate to create a website because they think it’s too technical, time-consuming, or expensive. But with Durable’s AI Website Builder, creating a professional site is simpler than ever.
Based on your industry, location and business name, we create a website that matches your personal style and includes all the important information a prospective customer would need. And the best part? There are no tech skills required and no hidden costs.
Action: If you haven’t already, build your website with Durable! We ask you for some basic info about your business and build your site in 30 seconds! Generate your site here →
#2. Explore TikTok Alternatives like Bluesky, Mastodon, and RedNote
Businesses of all sizes are exploring alternatives to TikTok in light of the ban discussion. Up-and-coming social platforms like Bluesky, Mastodon, and RedNote are becoming firm favorites and offer exciting new opportunities for small business owners.
Here’s a quick run-down of these new social channels:
- Bluesky: Think of Bluesky as an alternative to X (formerly, Twitter). It’s text-first, so it’s perfect for sharing updates, engaging in discussions, or starting conversations with your audience. You can also add images and links, making it a good option for small businesses who want to build a conversational or community feel to their social media.
- Mastodon: Mastodon’s community-driven approach makes it a great fit for connecting with niche audiences. It operates through "instances" or smaller communities that cater to specific interests. This setup can help small businesses find and engage with highly focused groups that align with their products or services — whether it’s eco-friendly living, tech enthusiasts, or creative hobbies.
- RedNote: If you’re a fan of TikTok’s video-first style, RedNote might feel like home. It’s built around short-form video content, making it ideal for showcasing products, sharing tutorials, or telling your brand’s story. Small businesses that rely on video content — like boutique shops, fitness trainers, or personal chefs — will find RedNote especially valuable.
Diversifying your social media presence ensures you’re not putting all your eggs in one basket. These platforms give you fresh opportunities to connect with audiences, experiment with new content formats, and reduce your reliance on a single app like TikTok.
Action: Like the sound of the new social platforms? Secure your social handles (your @businessname) to claim your spot and start posting.
#3. Double Your Efforts on Instagram
Instagram is TikTok’s biggest competitor and offers similar results for small businesses, making it a must-have platform in your marketing toolkit.
With over a billion active users, Instagram’s appeal lies in its versatility — it’s perfect for sharing engaging video content, building meaningful connections with followers, and showcasing your brand’s personality.
What makes Instagram so popular among small businesses is its range of features tailored for growing your reach and converting followers into customers:
- Instagram Reels: Short, engaging videos that can go viral and help you reach new audiences.
- Instagram Stories: A great way to share behind-the-scenes content, time-sensitive promotions, or quick updates.
- Shop Features: For businesses with physical products, Instagram’s shopping tools make it easy for followers to browse and buy directly from your profile.
- Direct Messages: A simple and personal way to interact with your audience, answer questions, and build trust.
And the best part? Instagram is very beginner-friendly! Even if you’ve never posted on social media for your business before, you’ll very quickly get the hang of it.
If you’re already on Instagram, now’s the time to focus on creating more Reels or Stories to boost engagement. Not on Instagram yet? It’s easier to start than you might think.
Action: Brainstorm new ideas for Instagram this week. Share a before-and-after video of your services, walk your audience through a day in your business, or create a quick tip video relevant to your industry.
#4. Start an Email Newsletter to Stay Connected
Email marketing is one of the best ways to build a direct and lasting connection with your audience. Unlike social media, where you’re at the mercy of platform algorithms, email lets you communicate with your customers on your terms.
Newsletters can be a powerful tool to share updates, tips, promotions, or even industry insights that keep your audience engaged and coming back for more. For example, a nutritionist might send a weekly meal plan with recipes and wellness tips, while a dog trainer could share training advice, reminders about group classes, and client success stories.
Emails also give you freedom to experiment — whether it’s announcing a flash sale, providing sneak peeks of upcoming products, or sharing a blog post that answers common questions your customers might have.
Best of all, once someone signs up for your newsletter, that email address is yours to keep. This means no matter what happens on social media, you’ll still have a reliable way to reach your customers directly.
Action: Explore email service providers like Mailchimp or Beehiv. They make it simple to send your first newsletter and even offer free plans tailored for small businesses. They provide easy-to-use templates and automation options to save you time and effort.
#5. Start a Blog to Boost Discovery and Customer Loyalty
Blogs are one of the most powerful tools for small businesses to attract new customers and build trust with their audience.
When people Google a question related to your industry, a well-written blog can provide the answer and introduce them to your services or products in a natural and helpful way.
But blogs are more than just about being found online. They’re also a great way to establish your expertise, share valuable insights, and build long-term loyalty. By consistently providing helpful and relevant content, you’ll create a resource that keeps your audience coming back for more.
For example, a personal trainer might write about “10 Easy Morning Stretches to Start Your Day,” while a local bakery could share tips on “How to Choose the Perfect Cake for Your Event.”
You might worry that writing a blog is too technical or time-consuming, but that’s where Durable’s AI-powered content writing features come in. If your website is built with Durable, we can help you write blog content effortlessly — no writing or SEO experience required.
Action: Brainstorm blog topics that would genuinely interest and help your audience. Then, start sharing your knowledge with the world!
Bonus Tip: Don’t Stop Posting on TikTok
Even with the uncertainty, keep posting on TikTok until an official ban is announced. It’s still a fantastic way to stay connected with your audience and share what’s happening with your business. Use it to highlight updates like new blogs, special offers, or exciting changes to your products or services.
TikTok can also be a great tool to guide your followers to other places they can find you. For example, post a video saying, “We now have a newsletter — sign up in the link in our bio” or let them know you’ve joined Bluesky or Mastodon. This helps make sure your audience knows where to follow you and keeps your community engaged, no matter what the future holds for TikTok.
While the threat of a U.S. TikTok ban is unsettling, you can take some of these small steps to protect your business and use it as an opportunity to change up your approach to marketing.
By diversifying your strategy — like building a website, exploring new platforms, and focusing on email and blog content — you’ll be ready to adapt no matter what happens.
