5 Must-DL Apps This Week: Emoji Keyboards + 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.”

Iris life changes forever when she meets Arthur in Los Angeles.

The premise of The Holiday movie is pretty simple: Iris and Amanda swap homes for two weeks over Christmas to avoid their disastrous love lives, unknowingly agreeing to an adventure that ultimately changes them — and their love lives — forever. (Oh what I wouldn't give to hop on a plane to Europe to avoid boys. What a dream). When she lands in Los Angeles, Iris is totally overwhelmed by Amanda's gorgeous home, the DVD setup, and gigantic bed, but the aspect of her holiday that really shines is her ability to connect with people.

We see Iris learn all of the gardeners' names (as well as the mailman's) barely a week after arriving, and when she notices Amanda's elderly neighbor Arthur walking alone, she immediately pulls over to help him find his house. (Also, sidebar: this scene always terrifies me because why is Arthur in the middle of the street?! Why aren't you on a side walk, A?!).

Iris helps Arthur home and takes a look around his living room (which boasts at least one Emmy and Academy Award each) before inviting him to have dinner with her and boom! The greatest relationship in the movie is born.

Arthur empowers Iris to be "the leading lady in her own life."

These two become fast friends, as Iris confides in him about her disastrous love life that very same night, and he offers her a beautiful piece of advice about acting like "the leading lady in your own life" (remember folks, this was decades before main character energy). Iris also reminds him just how much of a role he played in Hollywood by helping him prep for his Writers Guild of America gala with strength training so he can climb the stairs without his walker.

So though it's not romantic, Iris and Arthur's relationship is the true love story of The Holiday because of how much love and confidence they offer each other. Neither of them expect anything in return — they just enjoy being together.

And Iris gives Arthur his confidence back too!

Soon, it's time to head off to the WGA gala, and Arthur gives Iris a corsage, apologizing if it's corny or doesn't match her outfit. Iris declares she's "looking for corny," and it's such a small moment that really illustrates that the way they've empowered each other has changed their lives forever.

Iris helps Arthur feel sure of himself again, while Arthur's encouragement helps Iris find her power...and kick her ex Jasper out of her life forever! (Plus Arthur definitely picks up on the vibes between Iris and Miles during their Hanukkah dinner party. The ultimate wingman!).

When Iris and Arthur arrive at the WGA gala, and a sold-out crowd gives Arthur a standing ovation, it's clear he wasn't expecting so many people to care about his work. And in his overwhelming shock, he has Iris to lean on. Iris and Arthur don't only care about each other, they depend on each other, and their trust, love, and understanding is just the cherry on top. And sorry Jude Law, but I'll take that over romance any day.