5 Must-DL Apps This Week: The Craziest Social Network Yet + More!

TikTok is a central avenue for small businesses to promote their products and services, with special thanks to its algorithm, says Johannes Larsson, Founder and CEO at Financer.com.

“The platform's unique algorithm, which prioritizes content discovery and virality, has enabled many small businesses to reach and connect with potential customers in a way that wasn't possible through traditional social media platforms,” says Larsson. “Since its growth has been exponential throughout the years as a key marketing channel, the ban triggered the markets for sure.”

TikTok also masters the art of connection. Your For You Page knows exactly what you like to see. This gives small businesses the ability to get closer to their audience and reach more success that way, says saysLynzee Krohne, Founder of branding agency LEO + LAINE.

"On TikTok, brands have the freedom and space to be more casual and less branded," Krohne said. "Because of the nature of TikTok, it allows brands to let their guard down a bit and create content that may be a little more rough around the edges—which helps them appear to be much more authentic to their audience."

Jessica Tran, founder of @jtmobiledetailing, says 60% of customers choose her car detailing shop because they saw it on TikTok. Jaz and Sam Sears, owners and operators of@aztaco.king, grew their business from a food cart in a parking lot to two restaurants in less than 6 months, due to their success on the app. Megan Gersch, a web designer and brand identity creator, says around half of her client base comes from TikTok, which often turn into 4 to 5-figure contracts.

This positive growth for small biz is commonly attributed to the app’s distinctive features that connect creators with consumers, such as live video streaming, a virality-driven algorithm, and the ability for users to personalize their daily feeds.

In its absence, small business TikTokers would have no choice but to adapt and pivot their marketing strategies, which is not always easy when they’re doing it DIY-style, says Larsson.

“While small businesses may be able to find success on other social media channels, the competition for visibility and engagement is often more intense [than on TikTok], making it harder for them to stand out. The time and effort required to establish a new presence and create content tailored to the specific characteristics of other platforms could be a significant burden on small business owners.”

Small businesses pivoting to other platforms might face different struggles for exposure, due to consumers being very platform-specific, according to Krohne.

"If [TikTok] brands begin to focus their content efforts on Instagram, they’re up against multiple types of content, and competing in a more content-saturated world," Krohne told us. "TikTok mostly has one content offering, and that’s why it’s insanely popular. There’s a difference between platforms. Brands must diversify their content and show up in other places to keep a steady stream of touchpoints to remain top of mind and memorable."

Though Gersch is no stranger to restrategizing, a potential TikTok ban would still impact her business as a web designer and brand creator.

“I've been a marketer for 16+ years, and one thing that I have learned along the way is that you need to constantly test, look at your analytics, and create where the attention is,” says Gersch. “If TikTok goes away, there will be a huge gap in the market that will need to be filled.”

TikTok recognizes the work that small business owners take on in order to find success, which is why the platform has committed $1 million each to the Hispanic Heritage Foundation to elevate entrepreneurship in the Latin community, and Black Girl Ventures to support Black and Brown women entrepreneurs.

“Five million US businesses turn to TikTok to take us inside their world in a fun, authentic way, and as a result, they are reaching new customers, hiring more employees and growing their business,” says Becca Sawyer, Global Head of SMB for TikTok. “By partnering with HHF and BGV and launching virtual workshops, we're strengthening our commitment to build an inclusive and supportive platform where small business owners and entrepreneurs can share their story, find their audience and drive real business results."

We can’t make a solid prediction for the destiny of the beloved app for now, but we do know that it’ll be dearly missed by small businesses and consumers alike if bans (at any capacity) go through.

“I don't want Tiktok to be banned - not only is it an integral part of my business, but I have also been able to connect with so many incredible people that I wouldn't have met otherwise,” says Gersch. “It's my go-to source for inspiration, learning, and even a good laugh.”

What's happening astrologically during the week of December 22-29, 2024?

The freewheeling Sagittarius energy is past, and we enter the depths of Capricorn season. This week heralds several important transits that have far-reaching effects for the coming new year. On December 24, Venus, the planet of love and beauty, forms a beneficial sextile with Chiron, the wounded healer and shaman of the Zodiac. Don’t let this opportunity pass. We can gain access to an understanding of our own innate self-worth. If we allow ourselves to be vulnerable and honest, we can face our insecurities and move past any blockages to growth and evolution of our very essence. We all have insecurities that prevent us from living our best lives at times, but with Chiron moving forward on December 29 after months of retrograde motion, the momentum is building toward lasting healing. It won't come easily, however. Chiron wounds are buried deep. Still, the work we put into addressing our core issues will result in a sense of ultimate freedom. It's a great time to work with a therapist or astrologer to identify and heal our innate wounds.

Also on December 24, Jupiter squares Saturn. This monumental transit will reflect tension in the zeitgeist for the next two years. We will be face-to-face with the reality of the decline in our societies, where injustice and immorality rise to the surface. There might be a sense of despair resulting in despondency and hopelessness. But no one will benefit from putting their head in the sand. We must face our problems head-on — growth requires hard work. On a personal level, it feels like we have one foot on the gas and one foot on the brake. It is a good time to take a pause from the indulgences of Sagittarius season, withdraw from society for a bit to gain a better perspective, and realize that a shift is required. As the frustration passes, we will be able to see that for growth and abundance, we must focus and systematically rework our approach. Patience and hard work are required, and Saturn provides the inspiration for that work. If we're successful and as we move from frustration to empowerment, we'll have the rewards we seek in the long term.

Venus in Aquarius will square Uranus in Taurus this week, and we might be feeling irritable with our loved ones or personally restless. Realize this energy will pass, but it will need to be expressed in one way or another. Harness it and use it to infuse some excitement into your relationships. Do something new together. Experiences outside our normal routines will be a good way to let the energy manifest. If you don’t initiate something, be prepared for some unexpected display of this tension between the planet of love and the planet of disruption.

Read Your Weekly Horoscope For Your Sun & Rising Signs

Aries (March 21 – April 20)

The tension of the week will require an adjustment in your daily habits. Focus on healthy eating, exercising, and getting plenty of sleep. It's a good time to break a bad habit or form a beneficial new one — just be sure to fully lean into whichever choice you make. If you don't put your passion into something, I know you'll struggle to fully commit, Aries...

Being of service to others is another way to ease any personal frustration you're dealing with this week. While we all suffer, helping others puts our own struggles into perspective. Buy some gifts for the people you love! Work at a soup kitchen! Get out there and share your infectious energy and love with the world around you.

Taurus (April 21 – May 21)

You might be feeling a sense of personal scarcity. If you find yourself on an unstable foundation, pause and allow yourself to retreat for a bit. Use any solitary time you can manage to get creative and devise a solution to your dilemma. Use light and positive affirmations to overcome any tendency toward despair. It will feel difficult until you break free from the darkness. However, I know you can use your natural tenacity to pull you through.

Gemini (May 22 – June 21)

Spend as much time with your family and at home as you can. Take time to nurture yourself and to let others nurture you. This week is a good time to recover and recuperate. You'll need to be strong and healthy in the coming weeks and months — the depths of winter can be totally brutal, so it's best to take care of yourself now. Cultivate and focus your heart on love, and let that love energy flow around you. Allow the feeling to permeate your cells and remember the healing energy of love when faced with challenges in the weeks ahead. This can help sustain you if things get tough!

Cancer (June 22 – July 22)

Communicate as clearly as possible what you're experiencing. Instead of holding your feelings in, hiding them from the people around you, share your emotional landscape with your loved ones. The healing power of love is exponentially more powerful when you give it away freely — so share that love, and let others share their love with you. It's a good time to rise above and overcome any insecure feelings you have. If you are so inclined, poetry or music can be a great way to express yourself or as a source of inspiration. Whatever you choose, just let yourself feel all the feelings and express them!

Leo (July 23 – August 22)

It's a good week to re-evaluate your resources. Do what it takes to create security, and clear out anything that is excessive or unnecessary and focus on what really matters for your stability. The space you create will soon be filled with more meaningful and appropriate activities, people and things. Be sure that whatever you do involves joy and lightheartedness. That energy and levity will propel you towards greatness, Leo, helping you create stronger foundations for your dream life.

Virgo (August 23 – September 22)

Prioritize yourself and your needs this week — basically just go full 'treat yourself' mode. If you're rested, healthy, and organized, everything else will proceed more smoothly. Your natural inclination to be of service will only benefit you and others if you take care of yourself first. Set clear boundaries and communicate your needs so that there are minimal misunderstandings. This will give you the recipe for the best holiday season yet!

Libra (September 23 – October 22)

Your spiritual practice will give you much comfort this week. Be sure to devote adequate time to quiet contemplation and ritual. Listen to music, go to a museum, or practice your art form and spend time in nature for inspiration. Tap into anything that elevates and soothes your spirit. You deserve the peace and tranquility — even (and maybe especially) if you're craving something else. Let the peace wash over you.

Scorpio (October 23 - November 21)

Spending time with your community and engaging in social connections will help alleviate any tension you feel this week. It's important to allow others to be themselves and to relinquish any tendency to control those around you. The more you go with the flow, the easier it will be to maintain harmony and joy. You can enjoy things without having to hold so tightly to the reins — let go, release, and live.

Sagittarius (November 21 – December 21)

Hopefully, you're fully sated with the holidays and can focus on any lingering responsibilities before the end of the year. Take time to get organized and set realistic goals to accomplish important tasks. I know that's not your favorite advice, but resist any tendency to procrastinate so that you can start the new year from a stable and productive position. You'll appreciate it so much more if you do!

Capricorn (December 21 – January 19)

This first full week of Capricorn season will find you in a philosophical state of mind. A broad perspective will help you navigate any tension you feel — keeping an open mind and heart can help you adopt habits, rituals, choices, and more that you may have previously ignored at first glance. And if you're not in the market for big changes on your own, at least take a moment to realize that while you might know exactly what you need, you may not know what others need. Practice being more flexible.

Aquarius (January 20 – February 19)

Tensions that may come up during the holidays — as always, these are best navigated from the perspective that all things are temporary, and all things change. Check your attitude and realize you might be too intense for productive exchanges with others. Spend time alone to understand what is going on within and try your best to let others experience life on their personal terms. It's more than okay to take a moment to reset and come back to the group when you're ready.

Pisces (February 20 – March 21)

Experiencing harmony in your relationships will give you peace this week. It's important to balance your needs with the needs of others, though. Reciprocity and fairness can be achieved, so be sure to equally emphasize the needs of everyone. Resist the temptation to acquiesce your needs to keep the peace — that will only leave you feeling depleted and resentful. Relationships go both ways, and it's okay to demand that of them.