When Lauren Nelda Pascal sewed her first silk bonnet, she wasn't thinking about building a viral TikTok business. Now Pascal's TikTok business account has over 107,000 followers and 2.6 million likes, and Lizzo and other celebrities have featured her products on their pages. But she said the discussion forced business owners to consider how they might pivot their social-media strategy if needed. Unlike on TikTok, businesses using Instagram Reels, Instagram's short-form-video feature, should be more cautious with trending audio. I have a product that I believe in, and so I try to let that bleed through my content," Pascal said.

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Persons: Lauren Nelda Pascal, Lolo's, Pascal, —, TikTok, I'm, KXAN Austin, Giselle Ugarte, Ugarte, KXAN, Karen North, It's, wasn't, doesn't Organizations: Service, Facebook, Business, Oxford Economics, USC Annenberg Locations: Jacksonville , Florida, TikTok