Buffalo, N.Y. (WBEN) - The future of the popular video app TikTok is in limbo after President Joe Biden signed a bill this week that could see the app banned in the U.S. if its Chinese owners don't divest from the company.
The app can serve as a great marketing tool for small businesses like Just Dishin, a Buffalo-based, hockey-centric fashion label that showcases many of their products on the platform.
Just Dishin founder Matt Keeler says TikTok has been "huge" for driving sales.
"With TikTok being, you know, still pretty new it's been an opportunity for us to grow and test some different content that we're creating," says Keeler.
That content includes videos showcasing custom skates in the style of Air Jordan sneakers and a gold skate made for a collaboration with EA Sports. The EA collaboration has 251 thousand views. The Air Jordan video: 951 thousand.
@justdishin What people think when we say we customize hockey skates vs what we actually make 😭😂 #foryou #hockeyguys #skateskins
Keeler says those posts have boosted traffic to Just Dishin's other social pages and their website.
TikTok's user base aligns with the demographic of Just Dishin's customers, which Keeler says is Gen Z hockey fans and players. According to Pew Research Center, 67% of teens say they use TikTok, while 56% of adults ages 18-34 say they use the app.
"I'm 29 right now so we still have a fair amount of new millennials that tap into our work too," says Keeler. "TikTok has been interesting for us because it's allowed us to grab the attention of a little bit of a younger audience and really allows us to fine-tune it with those kids that are hockey players or involved in the game."
And sometimes, those viewers work for teams, or are the kids of the sport's VIPs. One of Just Dishin's collaborations started with an equipment manager for the AHL's Grand Rapids Griffins seeing a TikTok showcasing their work which led to a partnership.
@justdishin We made custom skates for #easports #NHL23 @EASPORTSNHL
Again though, it's the kids on the app that can create even bigger opportunities for Keeler's company. "Kids of decision makers across the NHL and in the sport of hockey that are seeing something on TikTok and then they're showing their dad or their parents, those are contributing to leads too," Keeler says.
So, will Just Dishin be able to withstand the loss of TikTok? Keeler says absolutely.
"I think for us personally it'll take a little bit of a hit. It's not like we primarily focus on TikTok, but I think it'll definitely impact some of the content and the work that we've been able to showcase and the audience we've been able to grow on there. I think for us, being able to diversify with those other social networks that we're on, it's huge for us."
