NORFOLK, Va. (WAVY) — With a TikTok ban all but now certain, those who use the platform as a part of their livelihoods are disappointed more focus isn't being placed on what businesses stand to lose. For TikTok users, mourning, frustration and clinging to hope as TikTok ban looms Sway Creative Labs', a Norfolk based ad agency, has been using TikTok with their clients for several years. Jarrett Beeler, the founder and creative director, said it has changed how brands connect with audiences. Supreme Court upholds TikTok ban "A lot of our younger audience spaces that we're chasing for our clients, TikTok's a wildly influential tool," Beeler said. "While we understand some of the concerns surrounding TikTok, we can't ignore its measurable impact on creative marketing." His company recently launched #AdLibs using the social media app, as well as Instagram, X, Threads and Facebook. The agency is posting creative pitches for brands like Amazon, Outback Steakhouse, White Claw and others confined to just 280 characters. "I think it's largely about, if there is an actual further threat, then it would be on any of these other platforms," Beeler said. "[Politicians] need to articulate that better before you just shut it down because a company happens to be owned by an adversarial country. A lot of companies that we work with every single day ... happen to have a generic China ownership, or what have you." For example, Tidewater-based Smithfield foods also is owned by a Chinese company. Beeler said his group is making plans for their clients ahead of the ban, understanding that some brands won't want to be seen as "breaking the law." "I think, specifically from a clients perspective, obviously, there's a reputation management thing that has to go into there," Beeler said. "So clearly, you know, a lot of the things that we have running now are really ebbing to see what's going on. We put some preliminary plans in place to say, 'we'll bring it down for a period' as it is deliberated and see if it actually stands."