LOUISVILLE, Ky. — The future of TikTok remains in limbo, leaving business owners who use the app for marketing wondering what the future will hold if a ban were to take effect.

What You Need To Know

  • Congress is considering banning TikTok in the U.S. over concerns the Chinese government could access user data

  • TikTok officials say it has plans for securing Americans’ data 

  • Claudia Fiorello uses TikTok to market her beauty brand and other local businesses that have hired her to run their social media accounts
  • She hopes there won’t be a TikTok ban, but has already thought about how to adjust social strategy in case that happens in the future

Lawmakers are considering banning TikTok over concerns the Chinese government could access U.S. user data. TikTok officials have been emphasizing a $1.5 billion proposal called Project Texas; That would entail storing all American user data in the U.S. on servers owned and maintained by the software company, Oracle. 

This news has caught the attention of many, including Claudia Fiorello. She is an entrepreneur who uses TikTok to connect with potential clients and maintain a relationship with existing clients.

“I used to have a makeup job a long time ago, and I used to post snippets at work,” Fiorello said. “It got popular on there and it was really fun. I wanted to make more of my own content.”

That she did, and her business, Fiorello Beauty, was born. She does makeup for weddings, proms and other special events.

She started Fiorello Beauty five years ago, but noticed a big business boom six months ago when one of her TikTok videos went viral.

“I’ve learned the people want to get the behind-the-scenes of people. They want to know their real life and what is going on with them because it comes off as relatable,” said Fiorello.

She’s worried about the app’s future, saying she hopes Congress does not ban TikTok. If they do, she is thinking about how she will adjust her social media strategy.

“I think I’ll focus on more of the Instagram Reels, Facebook Reels, and YouTube Shorts. I am already posting on all of them, so I think that would be the best move,” said Fiorello.

Fiorello now uses the skills she’s developed for her brand to run social media accounts for area businesses. Whether it is for her business or others, TikTok has become a must-use platform in her strategy.

“One of the clients I have is an attorney. It made him more relatable and approachable,” Fiorello said. 

She puts a lot of work into her videos, even creating a series she calls “Boss Babes Makeovers.” For one particular video shoot, she was at Louisville Aesthetics doing makeup for Social Media and Marketing Director Shannon Burton. While doing her makeup, Fiorello interviewed Burton about work, personal life and going after dreams at any age. 

Fiorello can’t control what comes next for TikTok. Instead, she will continue to focus on continuing to create compelling content that can connect with potential customers, no matter the platform.

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