President Joe Biden signed a bill last week that could lead to a ban on TikTok across the United States.
Although a potential ban on TikTok is still some way off, small business owners are concerned that a ban on the app could negatively impact their businesses.
A big part of VIVO Creative founder Joe Amato and his team’s day-to-day work is helping about 15 small business owners create TikToks.
“I think TikTok has changed the way the internet works, especially for small businesses,” Amato said. “TikTok came along and said, ‘Hey, anyone can create.’ Anyone can build an audience.” We take advantage of that, and our clients take advantage of that. did. ”
Amato said he realized in 2020 that TikTok could be an asset for small businesses. He began creating videos to promote his own personal brand and increase their company’s exposure to help small businesses gain an audience through social media.
He said VIVO Creative produces about 150 to 200 TikToks for clients each month.
“TikTok is getting a lot of attention and it’s giving businesses the ability to quickly build audiences, reach people they couldn’t reach before, reach people they haven’t been able to reach before, and reach millions of people. “It’s a huge opportunity to be visible and bring in new people, potentially for free,” Amato said.
Biden signed into law a bill recently passed by Congress that would require TikTok to be sold to its parent company, ByteDance, or TikTok users in the United States could be cut off from the platform.
This is a concern for Amato, both for himself and for his clients.
“I think this ban is insane. I think it’s insane. It’s just another way for the government to intervene in what we see, what we think, what we hear. I don’t think so. TikTok is a free speech platform, and everyone I know who uses TikTok on a regular basis feels exactly the same way I do,” Amato said. .
US lawmakers are concerned that TikTok’s relationship with China could pose a threat to national security.
TikTok CEO Shou Chew said in a video posted to X shortly after the bill was signed that the company intends to fight in court.
“Obviously it’s a disappointing moment, but it doesn’t have to be a defining moment,” Chu said. “TikTok offers a powerful way for ordinary Americans to be seen and heard, which is why so many people have made it a part of their daily lives.”
Amato said his ultimate goal is to help clients reach their customers.
“If TikTok hadn’t changed the way we view and use social media, we wouldn’t be doing things the way we are, and we still are. I don’t know where they are,” Amato said.
Under the newly signed bill, TikTok’s parent company ByteDance will have to sell TikTok by mid-January next year. If it’s not sold or the law isn’t overturned in court, users across the country could be affected.
TikTok’s CEO said 170 million users and 7 million business owners use the platform.
