Small businesses embrace content creation amid TikTok uncertainty

In the United States, a study has highlighted that small businesses are increasingly recognizing the importance of content creation amidst concerns of a potential TikTok ban. The study revealed that only 19% of these businesses do not produce any content, with just 8% indicating they lack intentions to start. A significant portion, over 60%, reported either beginning to create their own media or boosting their content budgets over the past year, underscoring a shift in marketing strategies. As competition heats up, businesses are leveraging multiple platforms to enhance visibility. Facebook remains the leading platform for content promotion, with 82% of small businesses active there. Instagram follows closely with 71% participation, while YouTube usage has surpassed LinkedIn to claim the third spot. This trend indicates a growing reliance on various digital platforms to reach audiences effectively. However, many businesses face challenges in keeping content fresh and aligned with current trends. A Verizon survey corroborated these difficulties, showing that over half of small businesses struggle to meet content demand and maintain up-to-date media. The looming threat of a TikTok ban, a significant concern raised in the Columbia report, could impact small advertisers the hardest. As the administration’s priorities shift, TikTok has pivoted its messaging to appeal to small business owners, aligning its interests with those of a crucial voter segment. The company recently announced it would offer $1 million in ad credits as part of its initiative for May’s Small Business Month, emphasizing its commitment to supporting small businesses during this uncertain period. The findings showcase that conversion rates can be significantly improved, with businesses using content experiencing up to six times higher effectiveness in terms of sales and customer growth. Despite these benefits, a considerable gap remains between the effort invested in content creation and the perceived payoff, leaving many small businesses feeling stuck and in need of better strategies as they seek to thrive in a competitive landscape.