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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 'Good American Family' about?

Only four episodes of the dramatization, starring Ellen Pompeo as Kristine Barnett, Mark Duplass as Michael Barnett, and Imogen Faith Reid as Natalia Grace, have come out thus far, with the fifth being released on Wednesday, April 9.

It follows the Barnetts, a family from Indiana, who adopted Natalia Grace, a Ukrainian orphan with dwarfism, in 2010. Natalia, whose birth certificate said she was born in 2003, was thought to be about 6 years old at the time, but the Barnetts eventually accused her of lying about her age and terrorizing their family.

What happened with Natalia Grace and the Barnetts in real life?

After adopting her, Kristine and Michael Barnett alleged that Natalia had traits that suggested she wasn't a child, such as adult teeth and body hair. Plus, Natalia was accused of standing at the end of Kristine and Michael's bed with a knife, trying to poison Kristine's coffee, and attempting to push Kristine into an electric fence.

So, in 2012, the Barnetts petitioned the court to have Natalia's birth date changed from 2003 to 1989. This made her legally 22 years old, and Natalia was put in her own Lafayette apartment. At the same time, the Barnett family cut contact with her and moved to Canada in order to pursue their biological son Jacob's education.

"I didn't understand why I was alone. I just knew I had this instinct in me to push and survive. All I was told was, 'You're 22 now. Whenever somebody asks you what your age is, you say you're 22 and you tried to murder your family.' I was taught to lie," Natalia told People earlier this year.

What happened with Natalia Grace and the Mans?

Natalia befriended a neighbor, Cynthia Mans, after she began living alone as a child. Cynthia and her pastor husband, Antwon, had 10 children and ultimately invited Natalia to live with them.

The Mans then worked to obtain Natalia's guardianship, but this meant her prior age-change order would need to be vacated via more court petitions. Following DNA analyses and medical examinations, which reportedly proved Natalia was 22 years old at the time and, therefore, a child when the Barnetts moved to Canada, Natalia's birthdate was changed back to 2003, and in 2023, the Mans finally adopted her.

The same year, public interest in Natalia's adoption story skyrocketed due to the docuseries The Curious Case of Natalia Grace. She got a chance to speak out about the allegations against her during the series' second season, but by the end, Antwon and Cynthia Mans surprisingly echoed the concerns of Natalia's past adoptive parents, saying she'd become "the enemy of the house."

Season 3 of The Curious Case of Natalia Grace expanded on why Natalia wound up leaving the Mans family at the tail end of 2023. She accused them of being controlling, and a UK man she met online named Neil claimed they were financially exploiting her.

Natalia proceeded to leave Nashville, where the Mans family had relocated, and get on a plane with Nicole DePaul, a woman who'd tried to adopt her in 2009. Neil reportedly helped concoct the plan.

Is Natalia Grace still with the DePaul family?

Today, Natalia lives in upstate New York with Nicole DePaul and her husband, Vince, who both have dwarfism. In an interview with People, Nicole detailed, "At first, it was bumpy because the Mans were still involved. They were calling Natalia constantly and trying to wheel her back in."

How is Natalia Grace now?

She has been diagnosed with multiple conditions, including anxiety, PTSD, ADHD, and reactive attachment disorder. In January, Natalia was learning how to drive and studying for her GED with the goal of becoming a teacher. She also expressed her desire to get married and have kids.