5 Best Apps of the Week: A New Gmail Shortcut + 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.”

Blake Lively's The Sisterhood of the Traveling Pants Co-Stars

Most upsetting is the unabashed exploitation of domestic violence survivors' stories to silence a woman who asked for safety. The hypocrisy is astounding.

We are struck by the reality that even if a woman is as strong, celebrated, and resourced as our friend Blake, she can still face forceful retaliation for daring to ask for a safe work environment. We are inspired by our sister's courage to stand up for herself and others.

For anyone seeking more information or engaging in this important conversation online, please read the full legal complaint in the investigative reporting by Megan Twohey, Mike McIntire, and Julie Tate for the New York Times.

Colleen Hoover, Author of It Ends With Us

Paul Feig, Director of A Simple Favor

Director Paul Feig also shared his thoughts about what it's like to work with Blake on X. He said, "I’ve now made two movies with Blake and all I can say is she’s one of the most professional, creative, collaborative, talented and kind people I’ve ever worked with. She truly did not deserve any of this smear campaign against her. I think it’s awful she was put through this."

Robyn Lively, Blake Lively's Sister

The sisterly energy is real and we're so glad Blake is surrounded by it. Robyn, Blake's big sister, shared her full thoughts in a lengthy Instagram caption just 10 hours!

While encouraging people to do research for themselves by reading The New York Times article that details the devious plot to publicly destroy Blake, she had other things to say. "We live in an age where we have access to people’s personal lives like never before — especially actors. It makes us feel like we know them. We see them on social media, watch clips of them, and make snap decisions about their character," she wrote. This reminds me of the parasocial relationships author Amanda Montell detailed in The Age of Magical Overthinking — definitely something for us all to keep in mind.

She also called out how easy it is for the media to warp the public's perception of the truth. "The 'truth' in the tabloids is hardly ever what you think," she added before eventually expressing how "proud" she is that her sister "didn't allow herself to be silenced in the face of adversity and lies."

Bart Johnson, Blake Lively's Brother-in-law

According to Page Six, Blake's brother-in-law Bart Johnson didn't hesitate to share his thoughts about the behavior of Baldoni and his team. He reportedly wrote, "Her complaints were filed during the filming. On record. Long before the public conflict. The cast unfollowed him [Baldoni] for a reason." in the comment section of the NYT Instagram post about the lengthy deep dive into what happened.

He continued by writing, "His PR team was stellar. Gross and disgusting but highly effective. Read the article, their text message exchanges and his PR campaign strategy to bury her by any means necessary. No one is with out [sic] faults. But the public got played."