5 Must-DL Apps This Week: A New Streaming Service + 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.”

What is On Swift Horses about?

On Swift Horses Plot

Muriel begins a new life with her husband Lee when he returns to California from the Korean War. But the life they're building together — and their future — changes forever when Lee's brother Julius, a headstrong gambler, arrives. Julius is attractive, charismatic, and hiding plenty of secrets.

According to the official synopsis, "when Julius takes off in search of the young card cheat he’s fallen for, Muriel’s longing for something more propels her into a secret life of her own, gambling on racehorses and exploring a love she never dreamed possible."

The story explores LGBTQ+ identity and desire in the 1950s, but does so with a hopeful tone rather than a devastating one. “The first scenes that we filmed were the scenes we had together, so we got all of that done with—when we were apart, we had put the groundwork in,” Daisy tells Vanity Fair of working with Jacob, who adds, "I believe Taylor Swift calls it an invisible string.”

"I loved the connection between gambling and risk-taking, and pushing the boundaries of her desire and what she’s looking for,” Daisy adds. “Muriel’s rebellion throughout the film is quite quiet, in the small ways in which she takes back her power by concealing things. A lot of what’s happening is behind closed doors.”

Who's in the cast of On Swift Horses?

On Swift Horses Cast

On Swift Horses stars Daisy Edgar-Jones, Jacob Elordi, Will Poulter, Sasha Calle, and Diego Calva.

"It's not hard to make chemistry with Jacob because he's just so charismatic," Daisy said during a Q&A, via People, adding that the script "felt almost like reading poetry and so much of what happens is in the subtext."

"This movie is just about love,” Calle added. “It’s important to just feel that — whoever that might be, where that takes you. It’s important to feel that and to feel safe in it.”

Has On Swift Horses been released?

On Swift Horses Release Date

On Swift Horses premiered at the Toronto International Film Festival on September 7, and is currently looking for a distributor. Check back here for news on its release date!

Watch The Teaser Trailer For 'On Swift Horses'

As charming as Julius appears in the teaser trailer, his brother Lee tells Muriel they live differently than he does. "He's just not like us," he says before a scene cuts to Muriel exploring her own "passions." Based on this, On Swift Horses appears to blur the lines of love, lust, secrets, and recognizing one's identity.