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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 is the Oh Canada movie about?

Oh, Canada Plot

Oh, Canada follows the life of legendary (albeit fictional) filmmaker Leonard Fife. This story probably approaches Leo's career the way we think about Steven Spielberg's. AKA, he's very important. Leonard decides to tell his life story before he runs out of time. And even though he's got an impressive resumé, he also has to decide if he wants his Vietnam draft dodge and sticky relationships to become public knowledge.

"Leonard sits for an extended interview with his former student Malcolm (Michael Imperioli), relating candid stories about his younger self (Jacob Elordi) in the tumultuous 1960s and beyond," the synopsis says, adding that "at Leonard’s insistence, his wife and indispensable artistic partner, Emma (Uma Thurman), bears witness to it all."

How to watch Oh Canada?

Oh, Canada Release Date

Jacob Elordi's new movie is coming to theaters December 6, 2024 — the same day as Rachel Zegler's Y2K and Amy Adams' Nightb—ch!

Who's in the movie?

Oh, Canada Cast

The cast of Oh, Canada includes Richard Gere, Jacob Elordi, Uma Thurman, Michael Imperioli, and Victoria Hill, while the movie is written and directed by Paul Schrader (who also worked with Richard on 1980's American Gigolo!

What has the cast said about the movie?

Uma Thurman has been vocal about how excited she is to be a part of the project and told Deadline the movie feels like a "reverie" and has a "lyrical, sort of loosely knit, poetic" quality about it.

"The cinematic hand of Paul, of course, carried the day, as far as bringing this sort of illusionary dream together into something that you walk away from with the strong impression of a story," she says. "Just the presence of a master like Paul Schrader on a set of any size, is as distinct as, I don’t know, a warm wind. It’s like the wind that hits you when you get off a plane in the tropics. There’s only one thing of its ilk, and he’s kind of a master like that. You could really be anywhere; you can’t miss it."

That sounds like my kind of movie.

Director Paul Schrader revealed he fell in love with Jacob's performance the moment he saw him — which was before he took the world by storm in Priscilla. “I saw his performance on Zoom and, if this was 40 years ago, this is the guy I would have cast for American Gigolo,” he told The Hollywood Reporter.