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Friday, January 17, 2025

If TikTok vanishes, some Iowa merchants will need new marketing plans

If TikTok vanishes, some Iowa merchants will need new marketing plans

Unless the U.S. Supreme Court rules otherwise, a law banning TikTok nationwide will take effect Sunday, and some Iowa small businesses will be forced to rethink their marketing strategies.

Maddie Palmersheim, who runs a plant-based bakery in Cedar Falls, says the app brought her support and exposure, but it didn’t always translate to increased sales.

Palmersheim says she plans to take a more traditional marketing approach if the app goes away.

“It’s just a tool for us,” she says, “and like everything in our business, we have to diversify the tools.”

Palmersheim says she’s managed to build a following on the app by documenting the process of opening her bakery.

“I just decided to post a video of the first week,” she says, “and pretty much as soon as I posted it, it started getting a lot of traction.”

TikTok has around 170-million American users, including some seven-million small business owners. Officials with the app say it drove $15-billion in revenue for small businesses in 2023.

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