First, to be clear, this is not a politically focused blog. However, as I sat down to write this week's blog post, I came to the conclusion that this is exactly the kind of topic that our industry, and the culture, needs to be debating! And who is better suited to start a good debate? And, by the way, I do not have a TikTok account, so I have no horses in this race!
So, Congress, who can't seem to agree on anything lately, actually unified (mostly - the bill passed 352-65) in moving forward with legislation that would potentially ban the use of TikTok in the US.
Yeah, you heard that right. The very platform that turned your skincare routine into a religious experience and introduced you to that popping lip gloss more than Lil Mama’s anthem, might just get the boot. But let’s not just mourn our soon-to-be-lost beauty hacks; let’s talk about what this means for the beauty bosses and multicultural mavens who've been hustling hard on the platform.
First off, TikTok isn’t just about catching vibes and awkwardly dancing to the latest dance moves; it’s been a goldmine for beauty brands, especially those led by the most diverse, most vibrant category of multicultural founders the CPG industry has ever seen. These geniuses (primarily women of color) have been flipping 60-second clips into major brand awareness and sales, turning their start-ups into must-haves faster than you can say “viral.”
Now, imagine a world without TikTok. Gone are the days of discovering that life-changing moisturizer in a video that had you laughing till you cried. Out of here! Vanished is the chance of stumbling upon a brand that speaks to your soul (and your unique skin type or hair texture) in a way that traditional ads never could. TikTok has been this magical realm where creativity meets commerce, and let’s be real, it’s been a win-win for consumers and creators alike.
But hold up, we get it. There’s all this talk about security risks and data privacy. Important? 100%. But let's keep it a buck - can we find a way to keep our digital streets safe without ghosting the very platform that’s redefined grassroots marketing? TikTok has done more than just sell products; it’s amplified voices and stories that mainstream media often sidelines, especially those from diverse backgrounds.
Now, let’s take a jump into the future a quick minute. If Congress passes this legislation and the President signs it (which, by the way, seems a bit counterproductive given his current polling with minorities and youth), implementing a ban on TikTok in the US, what’s the ripple effect?
For starters, brand owners and founders, especially those hustling in the beauty space, might have to watch their hard-earned visibility wash down the drain. And what about the community? We’re talking about a whole ecosystem of beauty enthusiasts and culture shapers left in the dark, scrambling to find the next big thing.
And yes, will some of those brands and creators migrate to another platform like Instagram, Facebook, or X? Of course, they will, but many will lose followers, which will subsequently reduce their ability to reach their target audiences, which will, in turn, drive losses in sales and profits.
The verdict? If TikTok gets the boot, it’s not just a loss for free-time scrolling; it’s a major setback for innovative brand building and the rich tapestry of multicultural founders who've found a home there. It’s like taking the mic away from an MC when you know the beat is hot. And for what? To protect data? Definitely the right sentiment, but let’s find a way to keep the beats dropping and the beauty tips flowing without throwing the baby out with the bathwater.
So, to Congress and the powers that be, we say: Think about the brands, the founders, and their millions of loyal followers before you shut it down. There’s got to be a way to keep TikTok on our screens and our beauty brands booming. Because at the end of the day, it’s not just about the likes and follows; it’s about the dreams and brands (many of those owned by our youth and by our underappreciated entrepreneurs who don't have access to the unlimited social media and advertising budgets of their competitors), growing one viral video at a time.
Comments