NEW YORK (NEWSnet/AP) — A lot of “What ifs” still surround a bill the U.S. House passed last week that would mandate TikTok′s Beijing-based parent company, ByteDance, to sell its stake in the platform within six months or face a nationwide ban.

A classified Senate briefing on TikTok held Wednesday prompted several senators to say legislation that would force ByteDance to sell on national security grounds was urgent. Others indicated they would prefer to consider a variety of proposals rather than rush to pass the House bill.

It’s unclear when the Senate will take up the legislation or if it will approve a ban when it does.

Some big brands that have relied on TikTok to reach younger consumers are retooling promotional campaigns that were originally meant for TikTok. Others are testing alternatives or considering influencers who have sizable followings on multiple social media platforms.

As far as small businesses who have relied on TikTok’s reach and marketing strategy? That’s another story.

Well-established TikTok influencers, including beauty and fashion gurus, continue posting regularly on the app. But they’re also crossposting or creating videos for Instagram or YouTube, said Nicla Bartoli, the vice president of sales at The Influencer Marketing Factory, an agency that works to pair content creators and brands.

“I’m not the kind of marketer who wants to put all their eggs in one basket anyway,” said Jeremy Lowenstein, chief marketing officer for the makeup brand Milani Cosmetics. “We can always pivot. And like any technology, there will always be something new to try.”

Jasmine Enberg, a principal analyst at research firm eMarketer, thinks a TikTok ban could have a bigger effect on businesses today than a few years ago. Even though Instagram Reels and YouTube Shorts provide competition, they haven’t cracked the magic formula of a TikTok video in driving sales, Enberg said.

“Even though you can replicate the technology, you can’t really replicate the culture, and people aren’t behaving necessarily in the same way as they are on TikTok,” she said

Deborah Mayer, who has sold new and pre-owned handbags and other designer goods out of her New Jersey home for 16 years, understands that all too well.

Early last year, TikTok recruited her business for the live component of TikTok Shop. Mayer says her sales have jumped 50% since October largely due to purchases made during Debsluxurycloset’s live-streamed displays, which can draw more than a thousand viewers.

She estimates that 60% of her revenue now comes from TikTok, which would make a ban “devastating.”

“We put a lot of time and effort building up this platform,” Mayer, 52, said. “It would be a year of work down the drain.”

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