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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 the next Sherman Palladino show?

Following our beloved Gilmore Girls and The Marvelous Mrs. Maisel, Dan and Amy Sherman-Palladino's next series is Étoile, which is set at two world-famous ballet companies in New York City and Paris. When both companies run into some trouble, the decide to swap their most talented stars in a last-ditch effort to save themselves.

And based on the first set leaks from New York City, it looks like Étoile will definitely be packing on the drama. This short clip shows Luke Kirby standing outside Lincoln Center in a serious conversation (probably about the fate of his ballet company, TBH).

"Well, guess that plan for early retirement will have to wait," Dan and Amy said in a joint statement (via The Hollywood Reporter). "Instead, we’ve decided to embark on an international journey with an unbelievable group of players and the most talented ballet dancers in the world. We will sleep when we’re dead."

But this isn't the first time ASP has forayed into the world of ballet! Her ABC Family series Bunheads (which premiered on June 11, 2012) follows Michelle (Sutton Foster) who moves to her hometown of Paradise and starts working at her mother-in-law's dance studio The Paradise Dance Academy. The best part is that the role of Michelle's mother-in-law is played by Emily Gilmore herself, Kelly Bishop!

When does Étoile premiere?

We don't have an official release date yet, but considering THR recently revealed the show will finish filming soon, we're hoping to see Étoile in 2025. Just like Gilmore Girls is the ultimate fall rewatch, maybe Étoile will be the ultimate winter rewatch!

Who's in the Étoile cast?

So far, we know that Étoile will star Luke Kirby, Gideon Glick, Camille Cottin, Simon Callow, Lou de Laâge, and David Alvarez. Yanic Truesdale, who played our favorite Gilmore Girls concierge Michel, has also joined the series as a recurring character! I'm so excited to see Yanic working with Amy Sherman-Palladino again — it's like a Gilmore Girls reunion!

What does Étoile mean?

Étoile translates to "star," and there are so many different connections here! We have the ballet stars themselves, but you also wish upon a star and reach for the stars when you're working towards a dream. If you ask me, Étoile is the perfect name for this series.

How many episodes does Étoile have?

The first season of Étoile will have eight episodes total, but considering Prime Video ordered two seasons, we'll definitely be getting more episodes.