Get the Download: 25 Best Apps of 2015

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.”

Is there a Tortured Poets Department cardigan?

Yes, you can order a Tortured Poets Department cardigan on Taylor Swift's website now (or at least, while supplies last!). The gray button down is in the same cable knit style as all her previous cardigans, which makes it the perfect collector's item! Plus, it's got that iconic "The Tortured Poets Department" patch on the bottom left of the sweater.

What is TTPD the Anthology?

Taylor Swift released the full version of TTPD with The Tortured Poets Department: The Anthology. After all those 2 references, some fans thought we'd get a Taylor Swift book, while others wondered if it was part of the TS12 countdown. Instead, it was a double album that features 31 songs instead of the initial 17! Some tracks the internet is already obsessed with are "thanK you aIMee" and "The Smallest Man Who Ever Lived."

How many songs will be on The Tortured Poets Department?

Taylor Swift dropped The Tortured Poets Department 's first song list February 5. "I Can Do It With A Broken Heart" is totally referencing Taylor Swift's Eras Tour performances following her split from Joe Alwyn (you can see her crying during the set), while "Florida!!!" is all about using the southern state as an escape. Taylor Swift's dad Scott Swift recently told fans he's most excited for Swifties to hear the title track and "Florida!!!"

While we were excited for these tracks, Taylor surprised us with even more at 2AM! The Tortured Poets Department: The Anthology has all the songs from the original album, plus 15 more. Here's the full tracklist for TS11:

1. Fortnight (feat. Post Malone)
2. The Tortured Poets Department
3. My Boy Only Breaks His Favorite Toys
4. Down Bad
5. So Long, London
6. But Daddy I Love Him
7. Fresh Out the Slammer
8. Florida!!! (feat. Florence + The Machine)
9. Guilty as Sin?
10. Who's Afraid of Little Old Me?
11. I Can Fix Him (No Really I Can)
12. loml
13. I Can Do It With A Broken Heart
14. The Smallest Man Who Ever Lived
15. The Alchemy
16. Clara Bow
17. The Black Dog
18. imgonnagetyouback
19. The Albatross
20. Chloe or Sam or Sophie or Marcus
21. How Did It End?
22. So High School
23. I Hate It Here
24. thanK you aIMee
25. I Look in People's Windows
26. The Porphecy
27. Cassandra
28. Peter
29. The Bolter
30. Robin
31. The Manuscript

What is a tortured poets department?

Taylor Swift has spent years talking about her anxiety, her sleepless nights, and her emotions. "My muses, acquired like bruises / My talismans and charms / The tick, tick, tick of love bombs / My veins of pitch black ink," she writes in her official Instagram post. "All's fair in love and poetry."

As far as the name, it looks like The Tortured Poets Department could be referencing her ex-boyfriend Joe Alwyn's group chat name — "The Tortured Man Club" with Paul Mescal (who starred in Normal People while Joe starred Conversations With Friends. Both series are based on Sally Rooney books).

Taylor Swift is also making major connections to the "poetry" aspect of TTPD because ahead of the album release, she gave us a limited library installation pop-upfull of Easter eggs and references!

When is The Tortured Poets Department release date?

The Tortured Poets Department dropped on April 19, 2024. Ahead of the release, Taylor Swift sent fans on a scavenger hunt to gather clues about the album. @eurosweetheart on TikTok points out that on Apple Music, certain song lyrics from Taylor's discography featured random capital letters. But when the letters were strung together, they formed words! The final message was “We hereby conduct this post mortem.”

At the Eras Tour shows in Tokyo, Taylor Swift explained when she started working on TTPD. “I’ve been working on Tortured Poets since right after I turned in Midnights,” she said onstage. “So, you turn in an album months in advance…and I’ve been working on it for about two years. I kept working on it throughout the U.S. tour and when it was perfect, in my opinion, when it was good enough for you, I finished it.”

"Soon you'll get to hear it, soon we'll get to experience it together," she continued. "I'm over the moon about the fact that you guys care about my music...Everyone’s like, ‘Why do you make so many albums?’ And I’m like, ‘Man, because I love it! I love it so much! I’m having fun, leave me alone.'”

The brand new album follows Speak Now (Taylor's Version) and 1989 (Taylor's Version). When Midnights was announced after Fearless (Taylor's Version) and Red (Taylor's Version), I wondered whether she'd have a two rerecordings, one new album pattern and it looks like that's what we're getting!

What is Taylor Swift's The Tortured Poets Department?

Taylor Swift's new album (which is also referred to as TS11) is called The Tortured Poets Department. Taylor Swift announced the album while accepting the award for Best Pop Album at the 2024 Grammys. Just like "Daylight" at the end of Lover sets up Midnights, I think "Dear Reader" sets up The Tortured Poets Department.

In honor of the eclipse on April 8, Taylor Swift posted the first lyrics from TS11! "Crowd goes wild at her fingertips // Half moonshine // Full eclipse," the lyric post (which ended up being from "Clara Bow") reads. "The first line makes you think of someone who’s famous (Clara Bow was an actress) and...moonshine was a type of alcohol that was popular during prohibition during the 1920s which is when Clara Bow was famous," one comment reads.

Taylor's official announcement features even more beautiful language that evokes the same emotion "The Lakes" does, and TTPD is very similar to Folklore and Evermore in terms of lyrics, but the sound reminds me of 1989. It also has ties to Reputation.

"I think the two albums are sisters albums, but in like an opposite way," one Reddit user says. "Reputation is all black, this one is going to be all white and softly coded." Another agrees: "Reputation is presented as a dark album but is truly a love album...This one is presented as soft and white but I bet the lyrics will be devastating."

TS11 has the same lyrical prowess as songs like "Would've, Should've, Could've," The National's "The Alcott" (on which Taylor's a featured artist), and "You're Losing Me." Taylor is all about looking past appearances and telling a complex story, and The Tortured Poets Department will be no different. Just like Reputation is an edgy, glittery, emotionally-charged version of the beginning of her relationship with ex-boyfriend Joe Alwyn, I totally agree that TTPD looks grounded, airbrushed, and dreamy from the outside, but the lyrics are SAD.

During her Eras Tour show in Sydney, Australia, Taylor played another round of suspicious surprise songs. While sitting at the piano, Taylor Swift takes her earpiece out and calls attention to the keyboard. "Do you hear that?" she says (via TikTok). "My damn keyboard's playing a synth sound." She then does what she almost always does when dropping an Easter egg: she smirks.

"That sound is how the album starts, mark my words," one comment reads. Another says, "That smirk tells me everything I need to know."

Will The Tortured Poets Department be explicit?

There are 7 explicit songs on the original The Tortured Poets Department: "The Tortured Poets Department," "Down Bad," "But Daddy I Love Him," "Florida!!! (feat. Florence + The Machine)," "loml," "I Can Do It With A Broken Heart," and "The Smallest Man Who Ever Lived."

On The Tortured Poets Department: The Anthology, "The Black Dog," "thanK you aIMee," "Cassandra," and "The Bolter" are also explicit.

What is The Albatross about?

During one of her Eras Tour shows in Sydney, Australia, Taylor Swift announced a new version of The Tortured Poets Department featuring exclusive bonus track "The Albatross." This new album already has some crazy track titles — all with pretty noteworthy meanings.

According to Collins Dictionary, if you call someone an Albatross, "they cause you great problems from which you cannot escape, or they prevent you from doing what you want to do," while a Bolter could refer to someone bolting out of a relationship (or bolting from a restaurant to a car like in this viral clip 🤨).

Meanwhile "The Alchemy" refers to the continual process of trying to turn something into gold — remember how Taylor Swift spent 6 years saying her relationship with Joe Alwyn was golden? Buckle up Swifties, TS11 is one wild ride.

What does loml mean?

At first glance, the twelfth song on The Tortured Poets Department, "loml," means "love of my life." Some fans were wondering if the song was a nod to Harry Styles since his Harry's House finale track is "Love of My Life" (the album also features a track named "Daylight" which is another funny connection to Taylor Swift). But Taylor ends the song saying he's the "loss of my life" and I will never be the same.

How can I buy The Tortured Poets Department?

You can order a bunch of different versions of The Tortured Poets Department on Taylor Swift's website right now, includingThe Tortured Poets Department CD + Bonus Track "The Manuscript" and The Tortured Poets Department CD + Bonus Track "The Manuscript".

Will The Tortured Poets Department have any featured artists?

Yes, The Tortured Poets Department will feature Florence + The Machine on the song "Florida!!!" and Post Malone on the song "Fortnight." And after Taylor Swift teased a variety of collaborations by posting handwritten lyrics from artists like Harry Styles and Lorde, Swifties wondered if The Tortured Poets Department will be the "collab album" we never got.

Another clue that leads me to believe this is true is the fact that the title of this album is so much longer than her other titles — and she refers to herself as "Chairman" of the department. Who are all the constituents?! Are they all the same artists who left Scooter Braun's management last year? Only time will tell, because as far as I'm concerned, surprises aren't out of the question until the TS11 era is over!👀

What is the theory of Taylor Swift's double album?

Throughout her stay in Sydney, Australia for the Eras Tour, Taylor Swift dropped lots — and I mean lots — of twos. @v_swiftie_ points out that in addition to holding up the number two while announcing The Tortured Poets Department, she's been playing more surprise song mashups than normal, and Taylor Nation has been posting Instagram stories featuring the number 2 instead of the number 13. And it turns out, we were right about this leading to a double album! Taylor dropped the second half of TTPD — The Tortured Poets Department: The Anthology — at 2AM EST.