The future of TikTok in the United States remains uncertain as Congress debates a bill that would require the platform's Chinese parent company, ByteDance, to sell its stake in the app within six months or face a nationwide ban. While big brands like Milani Cosmetics and e.l.f. Beauty have found success on TikTok, they are already preparing for the possibility of a ban by exploring alternative apps and platforms like Flip, Instagram Reels, and YouTube Shorts. Influencer marketing agencies are advising brands to diversify their spending across platforms to mitigate any potential losses if TikTok is banned.

The impact of a TikTok ban would be felt most dramatically by small and medium-sized businesses, as well as creator-founded businesses, according to analysts. Toy company Cepia LLC, known for the Zhu Zhu Pets craze in 2009, has found success on TikTok with its Cats vs. Pickles plush toy collection and Decora Girlz fashion doll line. Cepia's head of marketing, Laura Frerichs, highlighted the platform's effectiveness in telling product stories and building a community of fans.

Deborah Mayer, a New Jersey-based seller of designer goods, experienced the benefits of TikTok when her business was recruited for the live component of TikTok Shop last year. As the fate of TikTok hangs in the balance, businesses are preparing for a potential ban by diversifying their marketing strategies and exploring alternative platforms to reach consumers. While the future of TikTok in the U.S. remains uncertain, businesses are adapting and innovating to navigate the changing landscape of social media marketing.