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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.”

While cradling a cocktail in one hand, an easy-to-grab appetizer is essential. These flaky, cheesy bacon twists are both easy and delicious to dunk in a three-cheese beer dip. (via Brit + Co)

A red-and-green holiday treat without sugary sprinkles? Count us in. These phyllo shells are filled with whipped pesto cream cheese and topped with basil and sun-dried tomatoes for some yummy Christmas food. (via Well Plated by Erin)

These cranberry goat cheese balls are the perfect balance of salty and sweet — a definite crowd-pleaser for any Christmas dinner! (via Chef Genevieve)

Spread avocado, mascarpone, and provolone onto toasted baguette slices for a tasty appetizer, and top away for three versatile holiday food ideas that will please any palate at your holiday party. (via The Baking Fairy)

Add this this gooey, sweet, and salty baked brie to your Christmas dinner menu and guests will gather around it like it's a fireplace on a cold day. (via The Seasoned Mom)

Holiday Recipes for Side Dishes

The seafood lover in your home will be elated to munch on these sweet and umami-rich (thanks to oyster sauce) sesame shrimp, blanketed in buttery puff pastry. You'll definitely want to add this dish to your best Christmas recipes list. (via Brit + Co)

This savory combination of sage, Gruyère cheese, and heavy cream is here to make sweet potato casserole even more indulgent. This is definitely one of our favorite Christmas dinner ideas ;). (via Brit + Co)

Fill your guests' bellies with the seasonal flavors of butternut squash, apple cider, and pecans. The bacon is just the icing on the cake, so to speak. (via Brit + Co)

Turn romanesco into snow-capped trees with just six ingredients in this healthy yet cheesy dish for your next party. (via Brit + Co)

Nothing will warm you to your toes quite like a good soup, and whipping one up in the slow cooker can save you time, mess, and energy. This French onion creation is a perennial favorite. (via Brit + Co)

These latkes make the perfect addition to any multi-cultural celebration, and the best part is how easy they are! From an apple butter topping to pomegranate and Greek yogurt, there's something for everyone. (via Brit + Co)

These slightly spicy biscuits are ideal for soaking up all that gravy goodness. (via Brit + Co)

Okay, you might be thinking "Why in the world would someone serve taco salad at Christmas?" But hear me out! This recipe is full of delicious veggies, and it's just brimming with color. Keep things red and green to stay festive, or go all-out with every color of the rainbow. (via Brit + Co)

If ever there were a bulletproof case for buying a mandoline slicer, it's these potatoes, which are sliced chip-thin, layered upright in a baking dish, and gloriously bathed in salty rosemary butter. (via Rasamalaysia)

If you're looking for vegan Christmas recipes, look no further than this warming, insanely delicious, and seasonal pumpkin curry. Just leave out the fish sauce to make it fully plant-based! (via Brit + Co)

A complicated salad is the last thing you need to worry about when picking out Christmas dinner recipes. This palate-cleansing dish is simply butter lettuce, pomegranate seeds, and a white wine vinaigrette. (via My Kitchen Love)

Main Dishes to Enjoy With Family

If you're tasked with cooking the bird this holiday season, look no further than this foolproof roast turkey recipe. (via Brit + Co)

Make a statement with a delicious short rib recipe that's cozy, filling, and features an unbelievable wine sauce. Everyone will be talking about it until next Christmas. (via Brit + Co)

Cranberry Glazed Turkey

Make your turkey extra-special with a delicious cranberry-pomegranate glaze everyone is sure to adore. (via Brit + Co)

For a Christmas dinner or otherwise, every home cook needs a roast chicken recipe in their back pocket. Start with this step-by-step recipe, which shows you how to stuff, truss, roast, and baste the bird until juicy and golden brown. (via Simply Recipes)

This dish combines a classic holiday side with a crowd-pleasing main, and it's wrapped in prosciutto for a show-stopping finish. (via Well Plated by Erin)

Pasta doesn't get enough cred when it comes to holiday recipes, but nothing's cozier than a delicious bowl of warm tortellini. Except tortellini soup, that is (via Half-Baked Harvest)

This vegetarian lasagna-ravioli hybrid is made a little unconventionally, making it a great Christmas meal idea. Instead of neatly layering pasta sheets and cheese, fold a little bit of cheese into each individual pasta sheet, then layer haphazardly for a rustic look. (via Simply Recipes)

This melt-in-your-mouth holiday meal is cooked in one pan in under an hour. Sauté mushrooms in an oven-safe skillet, put the beef on top, roast, rest, and make a cheesy, herby cream sauce with the pan drippings. (via Half Baked Harvest)

This dish is all about texture, from the crispy bacon coat to the tender turkey in the middle and soft stuffing interior. This is one Christmas dinner recipe you won't want to miss out on. (via Boulder Locavore)

Dessert Christmas Recipes that are Delicioso

Got guests who are committed to the low-carb lifestyle? This keto eggnog is the perfect dessert to serve the carb-conscious. (via Brit + Co)

This easy peppermint bark recipe is so simple to make, you'll have plenty of time on your hands for more ambitious endeavors — like cooking the turkey. (via Brit + Co)

Your go-to sweet treat gets a festive upgrade when you add in red and green candy! Bonus points if you have a red or green bowl to put it in ;). (via Brit + Co)

No surprise here: the secret to Torres' high-quality chocolate chip cookies is high quality ingredients, like butter, flour, and chocolate. Letting the dough age for 24 hours and sprinkling it with sea salt at the end doesn't hurt either. (via Brit + Co)

When it's your first year hostessing, the simpler you can keep your Christmas dinner recipes, the better. That's why we're huge fans of these 3-ingredient vegan Christmas cookies. (via Brit + Co)

Donuts are an all-purpose treat that can serve as Christmas breakfast, brunch, or dessert. This baked hot chocolate-inspired version doesn't require any special tools to make and is uber delicious. (via Brit + Co)

These six-ingredient donuts, made with biscuit dough, have a cinnamony exterior and a rich dulce de leche filling that pairs wonderfully with Mexican hot chocolate. (via Brit + Co)

Another recipe you can serve as a Christmas dinner or brunch is this sweet French toast. The secret to nailing that 'nog flavor is the nutmeg and vanilla combo. Yum. (via Brit + Co)

Give your oven and your plates a break and add this dairy-free hot chocolate to your easy Christmas dinner menu, or enjoy with Christmas waffles! Add all ingredients to the slow cooker, and let the gadget do the rest for you. (via Brit + Co)

This egg-free, celebration-worthy holiday dinner idea gets its creaminess from cream cheese and, better yet, its booziness from sparkling wine. (via Brit + Co)

We call this pie holiday crack for a reason (or two): the pie crust is made of mini cinnamon rolls and the pecan filling is buttery on the verge of illegal, which definitely makes it one of our favorite holiday dishes. (via Brit + Co)

Hear that? That's a scoop of ice cream begging to top this sweet tray of apple, pear, cranberry, pineapple, and gluten-free dessert. (via Cotter Crunch)