Running a small, woman-owned plus-size business while relying heavily on social media platforms like TikTok has been a rollercoaster experience for many entrepreneurs including myself. From my personal journey, I understand the excitement when a video goes viral — it brings organic reach, sales boosts, and an overall surge of energy to keep pushing forward. However, that viral moment can feel fleeting, and when the algorithm shifts or engagement drops, it directly impacts visibility and revenue. This fluctuating relationship with TikTok has taught me the importance of diversifying marketing strategies beyond a single app. While TikTok offers incredible exposure opportunities, depending solely on it for business growth is risky. I’ve learned to balance efforts by engaging with other platforms, building an email list, and fostering direct connections with customers. Additionally, fostering a supportive community around inclusivity and plus-size representation is essential, as it resonates deeply with customers. Consistent, authentic interaction and encouraging followers to actively engage with content can help signal the algorithm to boost visibility. Simple actions like liking, commenting, and sharing can truly make a difference for emerging small businesses struggling to maintain momentum. Staying adaptive and candid about these challenges while maintaining enthusiasm for the brand’s mission of inclusivity has helped me stay motivated despite setbacks. To others navigating similar experiences, remember that while platforms can change, the connection to your customers and commitment to your values will sustain your business in the long run.