Pensacola digital marketing expert explains how TikTok ban could impact small businesses

PENSACOLA, Fla. — According to new reports, the Biden administration and President-elect Donald Trump are considering ways to delay the ban on TikTok — set to take effect on Sunday.
President Joe Biden would have to act fast, and Trump doesn’t take office until Monday.
So, what does the future of the app look like as the deadline looms?
WEAR News spoke to Edward Hill, founder of Prosperous Internet Marketing, Inc. in Pensacola. He explains how a TikTok ban could impact small business.
Nearly 200 million people use TikTok on any given day. Your average content creator uploads entertainment, but more than five million businesses in the U.S. use the app for marketing.
Digital marketing expert, Edward Hill, says it could hinder some businesses, but tells WEAR News where there’s a void in the market, someone will step up.
“If you put all your eggs in one basket, then you know that it could be shut down at any moment,” said Hill.
Hill says millions of content creators, specifically entrepreneurs could be scrambling to figure out their next steps amid Sunday’s TikTok ban deadline. His company is staying away from the app altogether.
“I’m not a user of it,” Hill said. “But we use it for our app to promote out. But yeah, we don’t use it for our clients either.”
Hill says for his business, there are far more platforms offering better results for their services. He says the app isn’t a one-size-fits-all for every business.
“We’re not necessarily going after those clients for the products we’re using,” Hill said. “We’re going after lawyers and plumbers and HVAC… Not saying TikTok doesn’t have that, but I’m literally saying they have less, so we don’t go after it.”
“As an advertiser, for me, it’s about results,” he said. “Can we buy around it? Absolutely. And so that’s well hey if we want to get people to call us, TikTok used to work. But now we’re gonna go to a new platform that will do the same.”
A 2024 survey by Influencer Marketing Hub found TikTok has the highest share of influencer marketing compared to Instagram, Facebook and YouTube.
Hill feels optimistic about lawmakers coming to a decision before Sunday’s deadline, though he tells WEAR News the scope of TikTok’s potential ban bears little weight on consumer demand.
“It’s the fastest growing app there was at the time,” Hill said. “I’m sure it will get beat again, just because people want to see these things.”
WEAR News asked people in downtown Pensacola where their concern lies with the potential ban of the app amid issues of Americans’ information being shared. There was mixed reactions.
“TikTok is kind of mind-numbing. It’s fine,” said TikTok user Jennifer Marquis. “As far as being afraid or worried or apprehensive, it’s never been something that’s crossed my mind really.”
“I think it’s a detriment to our children most of all, ya know in America,” one person said. “I think they ought to just get rid of it.”
“It goes both ways for me,” TikTok user Paul Ellis said. “I don’t think that they should be allowed to infringe on our information. At the same time, I don’t think it’s gonna stop.”
The head of TikTok is expected to attend Trump’s inauguration.
Trump has previously vowed to protect the social media platform, saying he believes TikTok helped his campaign with younger voters. It remains to be seen what will happen to the app.
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