The TikTok app is displayed on an Apple iPhone. (Photo Illustration by Drew Angerer/Getty Images)
TikTok could be banned in the United States on Sunday, which could impact how many Ohio small businesses reach customers.
Hoggyâs BBQ, which opened in 1991, has been using TikTok since 2020 and posts daily videos that gives viewers a behind-the-scenes look at the restaurant. Their videos range from breaking down their recipes to going through various items on the menu.
âWeâve worked really hard on it,â said Kyle Turner, the restaurantâs director of marketing and business. âItâs not the end of the world. We will survive and weâre on the other platforms, which will help with marketing, but it will limit our reach. Itâll definitely hurt our marketing capacity a little bit.â
Small businesses have used TikTok to connect with customers in new ways.
âTo have (TikTok) just sort of taken away all of a sudden could feel very alarming and just be a really difficult pill for many businesses to swallow, having built their following ⊠and a real connection with those people on that platform,â said Alexa Fox, an associate professor of marketing at the University of Akron who teaches a social media marketing class.
President Joe Biden signed legislation into law last year that requires TikTokâs parent company ByteDance to sell TikTok or the social media platform will be banned out of concern that ByteDance would share user data with the Chinese government or push propaganda and misinformation.
TikTok argues the ban would violate the U.S. Constitutionâs First Amendment free speech protection.
The United States Supreme Court heard arguments on banning TikTok last week and can make a decision at any moment. President-elect Donald Trump will be inaugurated on Monday and he recently called on the court to pause the ban from taking effect.
If the ban goes through over the weekend, new users would be unable to download TikTok. Current users would still have the app on their smartphones, but the app would eventually become not usable over time.
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TikTok was released in 2016 and has grown to more than 1 billion monthly active users, including more than 170 million users in the U.S. â making it one of the most popular social media platforms. Other platforms like Instagram, Facebook and YouTube Shorts also promote short-form videos, but that doesnât necessarily mean accounts will have the same success they currently do on TikTok.
âTo say itâs going to be a one-to-one comparison is probably not very accurate,â Fox said. âOther social media platforms have not been very successful at replicating the environment that TikTok offers in order to really build a large following and connect with people using the features that the platform offers.â
Hoggyâs BBQ
Hoggyâs BBQ has more than 27,600 followers on their TikTok account and they have posted a video every day for the past three and a half years.
â(TikTok) increased our visibility,â Turner said. âIt introduced us to a lot of different ideas, different people, and it definitely played a major role in the success and the growth weâve had the last five years.â
They didnât want the restaurantâs TikTok account to be like a television commercial, he said.
âThe main goal is just to have a face to the place, be authentic, and donât be overly corporate,â Turner said.
Their TikTok has garnered national attention and even caught the eye of Texas Monthlyâs BBQ Editor Daniel Vaughn, who paid a visit to Hoggyâs BBQ. People from Indianapolis, Detroit and Philadelphia have come to Columbus just to eat at Hoggyâs, Turner said.
âThey literally drove from those places to come to eat Hoggyâs and drive back, which was pretty crazy to me, but really cool,â he said. âBefore TikTok, we didnât really have that.â
Follow Ohio Capital Journal Reporter Megan Henry on Bluesky.
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