Navigating the Social Media Shift as a Small Business Owner

Let’s be real—social media has been a lifeline for many small businesses. For some of us, TikTok wasn’t just another platform; it was a space where we built a real community. A place to share, learn, laugh, and connect in ways Instagram and Facebook never quite captured.

But now, with talks of bans and the ongoing challenge of finding unbiased, welcoming platforms, it feels like the digital ground beneath us is constantly shifting. It’s exhausting to imagine starting over—again.

For small business owners like me, TikTok wasn’t just an app. It became a space for growth, engagement, and connection. If Instagram is the family you’re born into, TikTok was the family you created. And I’m going to miss that.

But here’s the thing—it’s not just about losing TikTok. It’s about the bigger picture: how dependent we’ve all become on platforms we don’t control. Apps change. Algorithms shift. Platforms disappear. And as business owners, it’s tiring to keep adapting to a system that isn’t built with us in mind.

So, maybe this is our moment to pause. To take a breath and rethink how we connect—not just through likes and views, but in ways that last. Maybe it’s time to:

• Double down on email lists: They’re one of the few things we truly own.

• Explore in-person connection: Pop-ups, workshops, or local markets can build relationships that algorithms never will.

• Focus on storytelling through blogs or websites: Platforms that are truly ours, where the message can’t be filtered or censored.

And maybe, just maybe, it’s time for a social media break. A chance to unplug, to learn how to communicate and engage in real life again. Social media is a tool—but it’s not the whole toolbox.

To my fellow business owners, creators, and community builders: let’s not get lost chasing the next new app. Let’s focus on what we can control, and let’s lean into what matters—relationships, creativity, and showing up in the ways that feel right for us.

We’ve done it before. We can do it again.