Bronx Council Member Kevin Riley is trying to turn TikTok clout into lifelines for neighborhood shops, using the app’s Small Business Showcase in Manhattan on May 19 as his stage to promote a bill that would formally pair social media creators with local small businesses.
The proposal, Intro 408, would direct the city’s Department of Small Business Services to run a creator-small business matching pilot that Riley said would start with one creator per borough and likely come with a roughly $1 million cap. Riley moderated a panel of creators and entrepreneurs at the event and pitched the concept as a low-cost way for mom-and-pop shops to build audiences without shelling out for outside marketing agencies.
The showcase, part of TikTok’s Small Business Month programming, brought creators and brands to the company’s Manhattan offices and included remarks from City Council Speaker Julie Menin, according to TikTok Newsroom. TikTok cast the day as a celebration of how creators can drive discovery and sales for independent sellers.
What Intro 408 Would Do
Under Intro 408, the Department of Small Business Services would be required to conduct public outreach, publish applications for both creators and small businesses, match participants and then submit a post-pilot report to the mayor and the Council, according to the City Council bill file. The measure was introduced by Riley with co-sponsors from across boroughs and currently sits in the Committee on Small Business as it moves through the Council process.
Creators on the Ground
Panelists at the event said short-form video often turns into real customers and extended business runs. Amaurys Grullon of The Bronx Native told the audience that TikTok transformed what was supposed to be a two-week pop-up into a years-long venture and that “the world needs to know who we are,” as reported by Bronx Times.
TikTok's Pitch For Small Business
TikTok used the showcase to tout platform metrics and local impact, citing a 479% jump in searches for “small business” in Q1 2026 and saying 89% of small and medium-size businesses report sales growth after promoting on the app. The company also pointed to research on the economic footprint of its U.S. business and framed creator-driven discovery as a low-friction marketing channel for tight budgets, per TikTok Newsroom.
Where The Money And Push Come From
Riley told reporters he brought the idea to TikTok and estimated the pilot would start with one creator in each borough and “likely be a maximum investment of $1 million,” according to Bronx Times. That article also notes that public lobbying records show TikTok USDS Joint Venture LLC has contacted council members about the measure; a company spokesperson told the paper they could not comment on lobbying efforts.
Next Steps And Local Impact
The bill’s text sets a tight timeline for action. The pilot must begin no later than 180 days after the law takes effect, run for one year, and include a follow-up report on costs and outcomes, according to the Council’s legislative text. If Intro 408 clears committee, upcoming hearings and a full Council vote will determine whether the city moves forward with a program that supporters say could help neighborhood merchants grow their audiences without blowing their budgets.
