TikTok is not just another social media platform; it’s a powerful tool that has redefined how businesses connect with their audiences. While major media companies like Nexstar Media Group, Gray Media Inc., and Gannett dominate traditional advertising channels, TikTok offers an alternative path—one that’s accessible, affordable, and highly effective for small businesses.
The Rise of Local Influencers
One of TikTok’s most significant advantages is its ability to empower local influencers to act as ambassadors for small businesses. Take, for instance, Tevyn Harmon, a well-known local influencer in Topeka. Instead of paying premium rates to advertise on KSNT, WIBW, or the Topeka Capital-Journal, small businesses can partner with influencers like Harmon to reach a large, engaged audience at a fraction of the cost.
Unlike traditional media companies, TikTok allows businesses to create direct relationships with influencers who are already trusted voices in their communities. This approach not only saves money but also ensures that advertising feels authentic and relatable to the target audience.
Competing with Media Giants
Big media companies have long held a near-monopoly on advertising. Nexstar Media Group, which owns or partners with over 200 local broadcast television stations in the United States (including KSNT in Topeka), and Gray Media Inc., which operates 180 stations across 113 markets (including WIBW), dominate the television landscape. Meanwhile, Gannett, the largest newspaper chain in the U.S., owns 215 daily newspapers, including the Topeka Capital-Journal. These conglomerates have vast reach but often come with equally vast price tags for advertising.
TikTok disrupts this model by allowing small businesses to bypass traditional channels entirely. By leveraging local influencers, businesses can create highly targeted campaigns that reach their desired audience without the hefty fees associated with traditional advertising. This democratization of advertising levels the playing field, enabling smaller businesses to compete with larger ones on a more equal footing.
Why TikTok Works for Small Businesses
- Cost-Effective Advertising: Partnering with local influencers on TikTok is far more affordable than purchasing airtime or print space from traditional media outlets.
- Authenticity: TikTok influencers often have a deep connection with their followers, making their endorsements more credible and impactful than traditional ads.
- Targeted Reach: Businesses can choose influencers whose audience demographics align perfectly with their target market, ensuring a higher return on investment.
- Engagement: TikTok’s algorithm promotes content that resonates with users, meaning that well-crafted influencer campaigns can achieve massive reach and engagement organically.
A Lifeline for Topeka’s Small Businesses
In a city like Topeka, where local businesses are the backbone of the community, TikTok provides a vital advertising alternative. Without platforms like TikTok, small businesses would be forced to rely on traditional media giants like KSNT, WIBW, or the Topeka Capital-Journal—all owned by national conglomerates with significant overhead costs. These costs are inevitably passed on to advertisers, making it difficult for smaller enterprises to afford meaningful ad placements.
By embracing TikTok and local influencers, Topeka’s businesses can cut through the noise of big media and connect directly with their audience. This approach not only saves money but also fosters a stronger sense of community by supporting local talent.
Who Benefits If TikTok Is Banned?
The potential banning of TikTok raises an important question: who stands to gain the most? The answer is clear—traditional media giants like Nexstar Media Group, Gray Media Inc., and Gannett. If TikTok is no longer an option, small businesses would have little choice but to return to these larger, more expensive platforms to reach their audiences. This shift would restore the near-monopoly these companies have on local advertising, leaving small businesses with fewer, costlier options.
For influencers like Tevyn Harmon and the businesses they support, a TikTok ban would mean losing a vital connection to local audiences. It would also disrupt the democratization of advertising that platforms like TikTok have enabled, forcing businesses to pay higher rates for less targeted and often less effective campaigns.
The Future of Advertising
As digital platforms continue to evolve, the role of social media in advertising will only grow. TikTok, in particular, has proven to be a game-changer, giving small businesses a voice in a crowded marketplace dominated by major media corporations. By working with local influencers, businesses can reach their audience in a way that is authentic, engaging, and cost-effective.
The next time you see a TikTok ad for a local business, remember: it’s not just a video. It’s a symbol of how technology and creativity are reshaping the advertising landscape, one post at a time.
