Small businesses brace themselves for potentially disruptive TikTok ban

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Small businesses brace themselves for potentially disruptive TikTok ban

2024-12-31 23:00 Last Updated At：23:30

A looming TikTok ban could affect the millions of small businesses that use the short-video social media app to help them grow their business.

Desiree Hill, owner of Crown’s Corner Mechanic in Conyers, Georgia, started her business solo as a mobile mechanic. Sharing videos of her work on TikTok helped spread the word and she became so popular she was able to open a 9,000 square foot brick and mortar shop with five employees 18 months ago.

“Every day I get at least two to three customers that have seen me on TikTok, watched my videos and wanted to become a customer,” she said.

Though TikTok has been around only since 2016, small business owners use the platform in a variety of ways, from growing a customer base to advertising and marketing, as well as selling goods directly from the site.

According to TikTok's own estimates, small businesses on TikTok would lose more than $1 billion in revenue in a single month if the ban goes into effect.

The Justice Department ordered the app's China-based parent company, ByteDance, to sell TikTok or face a U.S. ban by Jan. 19, citing security concerns. The Supreme Court will take up the matter in January. President-elect Donald Trump, who takes office Jan. 20, has asked the Supreme Court for a delay.

If a ban does occur, small businesses will have to migrate to other platforms to find their customers. Instagram Reels, SnapChat and YouTube Shorts are alternatives. The good news is brands likely already have a presence there. But it may be harder to reach teens that have made TikTok their preferred social media app.

Another alternative is to build a strong database of customers that opt in to providing contact emails or phone numbers. That lets owners reach out directly to customers with promotions and other marketing messages.

But Crown Corner Mechanic's Hill said she is worried that other sites may not have the reach that TikTok does. She has a presence on YouTube, Instagram and Facebook, but it's not the same, she said.

“I am worried because there is no preparation for this,” she said. “It holds such a significant place in regards to my customer base and how I reach customers that if I lose TikTok, I will lose a large part of my business or I will lose my ability to grow anymore.”

Crystal Lister is the owner of Mommy and Me: The Listers, in Cypress, Texas, which offers interactive workshops about STEM education. She's working on pivoting to YouTube for videos and Instagram Reels for teasers to direct people to YouTube, but said TikTok is easier.

“It is going to be a challenge if TikTok is banned because we’re losing kind of all the functionality you want — the ability for a video creation, the ability to spread the word via social media,” she said. “So we’ll have to use many other platforms to supplement what TikTok did in one.”

Maye throws late TD pass and Patriots' defense roughs up Herbert, Chargers in 16-3 playoff win

FOXBOROUGH, Mass. (AP) — Patriots coach Mike Vrabel talked to his team about being prepared to bleed as New England entered its first playoff game since the 2021 season.

Then, shortly after Milton Williams sacked the Chargers' Justin Herbert on Sunday night to secure the Patriots' first playoff victory in seven years, Williams celebrated with a head-butt of Vrabel.

It knocked the first-year coach backward and bloodied his lip.

“The big dogs come out in January. I think Milt took that to heart,” Vrabel said. “He came over and got me pretty good. But that’s what happens.”

Drake Maye threw a touchdown pass to Hunter Henry in the fourth quarter, and New England's defense roughed up Herbert as the Patriots beat Los Angeles 16-3 in an AFC wild-card playoff game.

Andy Borregales kicked three field goals for the Patriots (15-3), who hadn't won in the postseason since their Super Bowl victory to cap the 2018 season. They’ll host the winner of Monday night’s game between Pittsburgh and Houston in the divisional round.

In his playoff debut, Maye completed 17 of 29 passes for 268 yards and ran for a team-high 66 yards.

“We made plays when we had to do it,” Maye said.

He also threw an interception and lost a fumble, but the Chargers (11-7) couldn't capitalize on those turnovers.

New England held Los Angeles to 207 yards of offense and sacked Herbert six times, with one of those resulting in a lost fumble that set up the Patriots' TD.

“It's on us, what we do. I've been saying that all season,” Williams said. “We can control the game. If we do what we need to do up front, we're going to win.”

This is the second straight season in which the Chargers have lost in the wild-card round. Herbert finished 19 of 31 for 159 yards and was his team's leading rusher with 57 yards as he fell to 0-3 in the playoffs.

Herbert was just over a month removed from surgery to repair a broken bone in his nonthrowing hand.

“There was no issue,” Herbert said. “I just have to do a better job holding on to the ball.”

Chargers coach Jim Harbaugh said his quarterback wasn't 100 percent.

“He’s a warrior. He just gives it everything he has, all the time,” Harbaugh said, acknowledging that Herbert was limited by his hand injury. “It’s an issue, but he doesn’t flinch, like a warrior would.”

The last time the Chargers failed to score a TD in the playoffs was their 21-12 AFC championship game loss to the Patriots during the 2007 season.

The Patriots drove into the red zone on their first possession of the third quarter, but the drive ended when Maye was strip-sacked by Odafe Oweh and De'Shawn Hand recovered for the Chargers.

After Los Angeles punted, Maye connected on a pass to Kayshon Boutte that went for 42 yards to set the Patriots up on the Chargers 27. But New England settled for a 39-yard field goal that stretched their lead to 9-3.

Early in the fourth quarter, Maye used a 16-yard pass to Boutte and a 13-yard burst by Rhamondre Stevenson to set up his precise 28-yard TD toss to Henry that put the Patriots in front 16-3.

The Chargers picked up back-to-back first downs to open their ensuing drive. But when Herbert dropped back to pass on the next play, linebacker K’Lavon Chaisson strip-sacked him and fell on loose ball.

Los Angeles had one final possession, but it ended with Herbert getting sacked by Williams on fourth down.

“It’s playoff football. It’s going to get ugly. It’s going to get nasty. But you’ve got to keep going,” Williams said.

The opening quarter had lots of action, but it took until early in the second quarter for the Patriots to end a scoreless stalemate.

With New England pinned inside its own 10 after a Chargers punt, Maye had a pass intended for Austin Hooper tipped by Teair Tart and intercepted by Daiyan Henley.

Los Angeles started with the ball on the Patriots 10 but was stopped on fourth-and-2 when Herbert misfired a pass to Keenan Allen.

The Patriots took over and got some breathing room via a 48-yard catch-and-run by Stevenson.

Thirteen plays and a fourth-down conversion later, the drive ended with Borregales' 23-yard field goal.

Patriots: CB Carlton Davis left in the first half with a toe injury but returned. ... CB Christian Gonzalez left in the second half with a head injury.

Chargers: End of season.

Patriots: Host either Houston or Pittsburgh next Sunday.

AP NFL: https://apnews.com/hub/nfl