अगर टिकटॉक चला जाता है तो बड़े ब्रांड आसानी से आगे बढ़ सकते हैं। कई छोटे व्यवसायों के लिए, यह एक और कहानी है

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

Amidst speculation over TikTok's potential demise in the U.S., parallels can be drawn to Gloria Gaynor's anthem "I Will Survive." While established businesses on the platform may prefer continuity, smaller ventures face greater vulnerability. However, should TikTok remain under Chinese ownership despite Congressional pressures, adaptation appears likely for many.

The U.S. House's recent bill targeting ByteDance, TikTok's parent company, adds uncertainty. It mandates a divestment within six months or risks a nationwide ban. Senate action and potential approval remain uncertain.

Major brands, though not panicking, are preparing for contingencies. They're revising TikTok-centric campaigns and exploring alternative platforms. Influencers with cross-platform presence are gaining attention. Jeremy Lowenstein, Milani Cosmetics' CMO, emphasizes diversification, acknowledging the potential loss of TikTok's marketing prowess.

Milani's experience illustrates TikTok's impact. A TikTok endorsement by The Lipstick Lesbians notably boosted mascara sales. Lowenstein explores alternatives like Flip, a review-based shopping app. Adaptability, he notes, is key in marketing's ever-evolving landscape.

In essence, while TikTok's uncertain future presents challenges, businesses are poised to adapt. The saga underscores the dynamism of digital marketing, emphasizing the necessity of flexibility and foresight in navigating evolving platforms and regulations.

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