Middle Georgia content creators weigh impact of TikTok ban
Over the years, the Chinese owned short-form video hosting service has not only provided entertainment but has also helped businesses gain brand awareness.
MACON, Georgia (41NBC/WMGT) — With a U.S. TikTok ban expected to go into effect on Sunday, unless the Supreme Court decides the law that put it in place is unconstitutional, Lonzo Hennessy is hoping for a miracle.
“I was hoping it ended up staying,” Hennessy said. “I hope something magically happens and it ends up staying.”
Over the years, the Chinese owned short-form video hosting service has not only provided entertainment but also helped businesses gain brand awareness. Hennessy’s streetwear clothing brand Upper Echelon Wrld has been operating since 2019. He says over time, his increased usage of TikTok has allowed the brand to reach new audiences: connections he says he’s working not to lose.
“I make most of my content and my reels like where I have people come model the clothes, like the “Get Ready With Me” type of reels, all of that I do through TikTok,” Hennessy said. “TikTok just makes it easier. They pick the right songs. They cut it right. So, it’s definitely going to affect a lot of people, especially a lot of content creators.”
Gary Wheat, Visit Macon President & CEO, says he’s been monitoring a potential ban of the app since the news first broke.
“We knew that this day was probably coming,” Wheat said. “So, we just kind of used it where we could. And used it again to create awareness and reach different audiences.”
Wheat says although TikTok has gained in popularity and passed the likes of other platforms that draw people to Macon attractions, the center has been hesitant to rely too heavily on the app. Wheat says social media platforms come and go, but the city’s attributes and exploring different ways to draw people to it remain a constant.
“It’s constant evolution in the technological age,” Wheat said. “We will move, pivot, and go to what is working for us and what gets our brand our destination in front of our visitors.”
Hennessy says a TikTok ban would likely mean more reliance on Instagram, where he says he built most of his local clientele but hasn’t found to be as effective today.
“It’s not as layered or as, to me, not as user-friendly as TikTok is,” Hennessy said.
Hennessy agrees that no matter what happens regarding access to TikTok in the U.S., the most important thing is that his product will still be in place. He says he has a plan for continuing to expand his business, and he encourages other influencers to take a similar approach.
“Just find ways to build your audience on different platforms or just get that same audience to migrate with you to other platforms,” Hennessy said.
