The US Supreme Court’s decision to uphold a nationwide TikTok ban has sent shockwaves through the small business world. For many, TikTok was more than just a platform—it was a tool to build connections, drive sales, and reach audiences in creative and authentic ways.

However, the ban serves as a reminder of one critical truth: social media platforms are not truly yours. They’re borrowed space, and if the rules change—or the platform disappears—you lose access to your audience. This decision forces small businesses to rethink how they connect with their customers, and most importantly, how they grow and maintain their reach outside of social media.

In this follow-up to our earlier piece, “What to Do When Social Media is Down,” we’ll explore the lessons small businesses can take from this moment and highlight strategies to build independence. You’ll also learn how OKC Black Eats successfully created a robust email database, proving that community-building and events can future-proof your business.

The Impact of TikTok’s Ban on Small Businesses

TikTok was a game-changer for small businesses, especially those in industries like food, fashion, and lifestyle. Its short-form, viral-friendly content allowed small brands to punch above their weight class and connect with audiences organically. But now, with TikTok off the table, small businesses face some significant challenges:

1. Lost Access to a Free, High-Engagement Platform
   TikTok was a low-cost way for businesses to showcase products, tell their stories, and reach younger audiences who aren’t as active on other platforms.
2. Increased Competition Elsewhere
   With TikTok gone, businesses will flood platforms like Instagram and YouTube, making it harder to stand out in an increasingly crowded space.
3. Shifting Budgets for Paid Ads
   TikTok ads were often cheaper and more effective than Instagram or Facebook ads. Businesses now have to rethink where and how to allocate their advertising dollars.
4. Dependence on Algorithms
   Social media platforms prioritize algorithms over organic reach, making it difficult for businesses to consistently connect with their audiences.

Lessons Learned: Owning Your Audience Is Key

The TikTok ban underscores the importance of owning your audience. When you rely solely on social media, you’re at the mercy of platforms and their ever-changing rules. Instead, the focus should be on first-party data—building a database of email and SMS contacts that you own.

Let’s look at how OKC Black Eats exemplified this approach.

Success Story: How OKC Black Eats Built an Email Database of 100K+ Contacts

The early success of OKC Black Eats wasn’t just about social media presence—it was about using social media strategically to build something lasting. From 2018 to 2020, OKC Black Eats grew its email database from zero to over 100,000 contacts. This wasn’t by chance; it was the result of leveraging social media to create events that fostered genuine connections and encouraged community engagement.

Here’s how they did it:

• Using Events to Bring the Community Together: OKC Black Eats hosted innovative pop-up brunches, such as the Sunday Social Brunch, which became wildly popular and served as a gateway to grow their audience.
• Gathering Contacts at Every Opportunity: Whether it was through sign-ups at events or online RSVPs, OKC Black Eats made it a priority to collect email addresses and phone numbers.
• Signature Events with Purpose: From the ULI Award-Winning NEOKC Developers Conference to Foodie Fest and the largest celebration of Black-owned restaurants in Oklahoma—Black Restaurant Bingo—these events not only drew massive crowds but also helped establish OKC Black Eats as a trusted and influential community leader.
• Consistent Follow-Up: By regularly engaging with their email database, OKC Black Eats created lasting connections that didn’t rely solely on social media algorithms.

The lesson here is clear: social media should be a tool, not the foundation. By prioritizing email and SMS marketing, OKC Black Eats ensured they could maintain direct access to their audience, regardless of changes in the digital landscape.

How to Build Independence from Social Media

If the TikTok ban has you feeling uneasy, don’t worry—there’s a way forward. Here are proven strategies to grow your business beyond social media:

1. Invest in Email Marketing

Email remains one of the most effective ways to communicate with your audience, with an average ROI of $42 for every $1 spent.

• How to Get Started: Offer a freebie, exclusive discount, or VIP access to events in exchange for email sign-ups.
• Keep It Personal: Use segmentation to tailor your emails to specific audience groups. For example, foodies who attend pop-ups might receive different offers than attendees of larger conferences.
• Stay Consistent: Send regular emails with value-packed updates, announcements, and offers to keep your audience engaged.

2. Harness the Power of SMS Marketing

With SMS open rates exceeding 90%, text messaging is a direct way to connect with your audience.

• What Works: Use SMS to announce flash sales, event reminders, or exclusive offers.
• Pro Tip: Keep messages concise and actionable, and avoid spamming your contacts.

3. Repurpose Your Content for Other Platforms

Don’t let your TikTok videos go to waste. Reuse that content for Instagram Reels, YouTube Shorts, or even email campaigns.

• Post TikTok-like content to Instagram for Reels.
• Create compilations of short videos and upload them to YouTube Shorts.
• Share “How-To” videos and tips on your website or blog.

4. Enhance Your Website

Think of your website as your digital storefront. It should be a hub for all your business activity.

• SEO is Key: Optimize your site for search engines to attract new audiences organically.
• Clear CTAs: Encourage visitors to subscribe to your email list, shop your products, or attend your events.
• Event Listings: Post all upcoming events, workshops, or pop-ups to drive offline engagement.

5. Focus on Offline Community Building

Building offline connections can help future-proof your business.

• Host Events: Organize pop-ups, tastings, or workshops to bring people together in person.
• Partner Locally: Collaborate with other businesses in your area to cross-promote each other’s services.
• Leverage Print Media: Flyers, postcards, and brochures still work—especially for local audiences.

Takeaways from the TikTok Ban

The TikTok ban is a wake-up call, but it’s also an opportunity for small businesses to rethink their strategies. Here’s what you need to remember:

• Social media is a tool, not a foundation.
• Owning your audience through email and SMS is the key to long-term success.
• Events, partnerships, and community-building can help you connect with your audience offline and online.

Just as OKC Black Eats grew from a small idea into a trusted resource with a massive email list, your business can do the same by focusing on strategies that put you in control.

Final Thoughts: Take Control of Your Business’s Future

The TikTok ban is a reminder of the digital world’s unpredictability. Instead of relying solely on social media, it’s time to invest in what you can control—your email list, SMS contacts, and community relationships. These strategies aren’t just a safety net; they’re the foundation for future growth.

If you’re ready to take the next step, Bigger Than Food is here to help. Whether it’s email marketing, event-based community-building, or offline strategies, we’ve got the experience to guide you.

Click Here To Schedule A 45 Minute Initial Consultation.

Written by Apollo Woods, Executive Director, Bigger Than Food