MONTANA – TikTok users in the United States face a significant change as the app will officially go dark on Sunday, January 19, 2024. This follows a Supreme Court ruling allowing a law to ban the app unless it is sold by its Chinese owner.
For many, TikTok is more than just entertainment. It’s a platform for small businesses and artists to promote their work. Shauna White Bear, who runs a shop in Bozeman selling handmade moccasins, frequently uses TikTok to showcase her creations.
White Bear was part of a TikTok campaign opposing a national ban, representing Montana. She initially used TikTok for personal expression but soon realized its potential as a marketing tool. Through TikTok, she received orders from places like France and Australia, broadening her customer base.
“This could potentially impact a lot of artists, makers and small businesses owners negatively because it is a source of income, it’s a source of marketing and advertisement,” White Bear said. “There’s a lot of businesses that can spend anywhere from 40,000 to 100,000 depending on the business on marketing and advertising alone and so I utilized it as a free marketing tool.”
Switching platforms may be challenging for businesses due to TikTok’s user-friendly video editing and music features.
Ryan Hayes of the band BLVDS in Billings shares White Bear’s concerns. He uses TikTok similarly and worries about the costs of promoting content on other platforms. However, he remains optimistic about adapting.
“It’s just going to be another difficult thing that artists have to get over now and if it goes away. it goes away,” Hayes said. “Everyone is going to have to pivot it’s not just us it’s anyone that’s involved in the app, we’re going to have to pivot to a new thing. But that’s the name of the game, it’s how it has always been; it’s how it always will be. I remember when it was Myspace – all of a sudden Myspace is gone it’s like “oh what are we going to do?” – Facebook came along. We learned that. We pivoted to that. So just do what you can do now and wait for the next big thing. And if TikTok gets banned? Bummer. it’s time to go to something else.”
If you wish to support these local Montana artists, you can visit the official websites of White Bear Moccasins in Bozeman, and Billings Band BLVDS to find out more.
Montana officials, including Governor Gianforte and Attorney General Austin Knudsen, praised the Supreme Court’s decision, citing data safety concerns from ByteDance, TikTok’s Chinese owner.
TikTok stated the app will go dark unless the Biden administration provides assurances to service providers hosting the app for over 170 million Americans.
