5 Best Apps of the Week: The Anti-Yelp, A Gorg New Game + 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.”

So let’s start from the beginning. Paris Geller (played by Liza Weil) joined the GG crew in Season 1, right as Rory Gilmore (the show’s sort-of protagonist) walked into Chilton Academy, a private school where Paris was attending, for her first day. A far cry from Rory’s relatively timid and soft-spoken personality, Paris tore up the screen with her high-strung personality and immediate rivalry with Rory (Rory did not feel the same), who Paris viewed as the only candidate who could possibly challenge her spot at the top of the class standing. As the year progresses, the two become friends, which of course Paris still highly questioned.

The rest of their high school experience is plagued with repeated ups and downs, from Paris’s parents’ highly publicized divorce to their joint student government campaign and, most notably, Paris’s C-SPAN meltdown, courtesy of a Harvard rejection fueled by what she can only assume to be wide-spread knowledge that she lost her virginity. Despite losing the Valedictorian slot to Rory (which Paris comes to terms with after finding out Salutatorians tend to be more successful), Paris walks across the graduation stage and accepts her diploma from the school’s headmaster, to which she iconically quips, “no hard feelings.”

Fast forward to Paris’s first year at Yale, a school she knew Rory was attending but had no intention of ever seeing again. Not to the surprise of Paris’s life coach, the two frenemies were placed together as suitemates, a pairing that ultimately served as a catalyst for lifelong friendship. Throughout college, Paris pursues pre-med and pre-law degrees, joins the Yale Daily News alongside Rory, dates an elderly professor (he passes away, leaving Paris to grieve), moves on with the editor of the Yale Daily News, Doyle McMaster, and potentially saves Rory from abandoning Yale forever by admitting to Lorelai that Rory is the only person who ever listened to her, challenged her and motivated her.

Paris then proceeds to become the editor of the Yale Daily News, a position in which her power-hungry tendencies took full-force, resulting in a forcible resignation, kick Rory out of their shared apartment, let Rory move back into their shared apartment (now with Doyle), be accepted to a slew of prestigious medical and law schools. She ultimately chose to attend med school and break up with Doyle, to which he refused, and tells Rory that they’re on their own but she can still do great things (Of course this doesn’t last, the two are meant to be best friends.)

Somehow this doesn't even scratch the surface of the character of Paris. As you can tell, Paris is a fiercely loyal, protective woman who fights for herself to no end. She (literally) doesn’t care what other people think (so long as they’re not within her immediate circle) and never stops pursuing her dreams, no matter how many times she probably should have. She is the epitome of feminism in modern television — perhaps taken to an extreme — and serves as a necessary counterweight to Rory’s floundering sense of self.

So long as she keeps her need for perfectionism in check, Paris has one of those few personality types whose wild ambition and outspokenness is directly beneficial to her success, a success that she, and only she, can define. Sure, she has an exaggerated sense of self-importance, but when balanced by Rory’s soft-but-straightforward approach, Paris can quickly reset, reevaluate and move forward.

That's the thing with Paris — she’s always moving forward. She doesn't get into Harvard? Tough. She takes a few days to wallow before considering her other options: Yale, Columbia and Princeton. She doesn’t know whether to choose med school or law school, so she takes stock of her bearings, reflects on her past dreams, and makes a clear, concise decision that she moves forward with.

Her brutally honest nature (both internally and externally) is exactly why Paris works. She’s generous when needed, comfortable with giving tough (and oftentimes tougher) love, is able to express vulnerability with the people she loves, doesn’t allow outside influences to affect her path and never let’s someone (especially a man) tell her she’s less than (*cough, cough*—Rory). For an early 2000s show, she showed women that there is power in education. There’s power in stepping away from a caretaker role. There’s power in expressing your opinion, no matter your age.

There’s no doubt in my mind that she’s inspired countless women over the years — after all, she’s inspired me! Even though she’s had her controversial moments, she’s always been a cheering voice for women, even if it’s behind her resting grimace. For these reasons, and so many more, I am hereby deeming Paris Geller the best of Gilmore Girls — the heroine, perhaps, and a feminist icon to all.