Small businesses are living in limbo as a possible TikTok ban lingers in the U.S. “I would not be where I'm at right now without TikTok,” one small business owner said.
“I didn't think there would be that many people out there that liked to watch some redneck from south Mississippi make soap,” said Jessie Whittington, owner of Country Lather Soap Works. “I’m sitting at 71,000 followers right now and that baffles me.”
“Over the last two and a half years, we’ve sold over 30,000 cards and 95 percent of my orders come because of TikTok,” Goodwin said. “A lot of small businesses have been very successful on TikTok because they've been able to directly get to their consumer without even having to sponsor their content,” said Sally Baalbaki-Yassine, a marketing professor in the College of Business at the Metropolitan State University of Denver. “Small businesses use different media platforms in different ways. They all have different strategies because they have different algorithms and ways that they show content to the consumer.
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