Big brands could pivot easily if TikTok goes away. For many small businesses, it's another story

Sure, businesses that built strategies around TikTok and promote products there would prefer not to seek eyeballs on another app.

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.

Read at NBC4 Washington