5 Areas of Your Life in Need of an App Upgrade

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.”

Ingredients for Paleo Christmas Cookies

For the cookies:

• 1/2 cup grass-fed salted butter, softened
• 6 tablespoons raw honey
• 2 eggs, room temperature
• 2 teaspoons vanilla extract
• 1/2 teaspoon almond extract
• 3 cups almond flour
• 1/2 cup coconut flour
• 1/2 teaspoon baking soda

For the frosting:

• 6 tablespoons coconut butter or coconut manna
• 1/4 cup cacao butter
• 1-2 tablespoons honey
• Plant-based food coloring
• Vegetable-dyed sprinkles, for topping*

How to Make Paleo Christmas Cookies

1. Add the softened butter and honey to a large mixing bowl. Cream the mixture together using a handheld mixer until it is smooth. Add in the eggs, vanilla extract, and almond extract and whisk until they are well combined. Pour in the almond flour, coconut flour, and baking soda, and continue mixing until the batter has come together smoothly.
2. Separate the dough into two, and place each one on top of a piece of plastic wrap. Roll each dough into a ball, then flatten to a thick disk, cover completely with the plastic wrap, and place in the refrigerator to firm up for at least 2 hours or overnight.
3. Preheat the oven to 350 degrees F. Remove one of the dough discs from the refrigerator, unwrap the plastic and place the dough on top of a piece of parchment paper, then top it with another piece of parchment paper. Use a roller to flatten out the dough to about 1/4 to 1/2 of an inch thick. Work quickly with your favorite Christmas cookie cutters, and use a thin spatula to lift the cut cookies onto a baking sheet lined with parchment paper.
4. Bake the cookies in the oven for 10 minutes. Let them cool for a few minutes, then place on a wire rack for further cooling. Gather the leftover scraps back into a ball in the plastic wrap or parchment paper and place it back in the refrigerator, while working with the other piece of dough. Do this in batches to keep the dough from getting too warm and so you don’t overcrowd the baking sheet.
5. While the batches of cookies are baking, use a small saucepan to lightly melt the coconut butter and cacao butter together over low heat on the stovetop. Remove the pan from the heat when the ingredients have just melted together. Stir in the desired amount of honey, then set aside to cool and thicken up slightly. If you are using food coloring, add in the desired amount into the frosting mixture (1-2 teaspoons of green or red should do the trick). If you plan on only using white frosting, only use a small amount of honey, as it can make the frosting an off-white or light brown color.
6. After the cookies have completely cooled, decorate them with the frosting and sprinkles as desired. If you don’t have any professional piping tools, an easy fix is to place the frosting in a plastic sandwich bag and remove all the air when sealing the top. Cut a tiny tip off one corner of the plastic bag, then gently squeeze and pipe over the cookies. Use one plastic bag or piping bag for each color of frosting. Top with corresponding sprinkles and enjoy!