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Candles, Goodies and More: How TikTok Helps Small Businesses

Published on January 3, 2022, at 12:33 p.m.
by Tory Elliott.

TikTok has grown in popularity not only as a platform for people to watch funny videos but also as a tool for small businesses to engage with consumers. Small businesses can use this platform to build relationships with their followers and share their products in new and creative ways.

The #smallbusiness account has the most views on the app, coming in at a whopping 33.8 billion views. With consumers wanting to support small businesses as much as possible, TikTok is the perfect platform to do so.

Ardent Candle
Photo by @ardentcandl on Instagram

@ardentcandle has over 800,000 followers on TikTok, and it is simply due to its candle business. Koby Lomax — owner of Ardent Candle — started making candles when he was 15 years old, and his business took off once he started posting on TikTok. He has used the platform to show off his cereal-inspired candles, creating videos of him ​​making the candles and participating in trends on the app.

TikTok is a platform where users go to be entertained, and enjoyable videos that people want to watch show how creators make their products “behind the scenes.” Consumers want to learn about a product and really understand its story visually. To be successful on this app, you should create videos that users want to view while simultaneously growing your brand. Small businesses can now genuinely rely on their own brand stories without having to change for others, due largely to the app’s algorithm.

Photo by @tamtakjewelry on Instagram
Photo by @tamtakjewelry on Instagram

TikTok can also help small businesses cultivate relationships with consumers. @itstamtak, who runs a handcrafted jewelry business, responds to her posts’ comments on a regular basis. TikTok offers a feature where you can respond to comments with a video, which she makes good use of. When someone orders jewelry from her product website and then comments on one of her videos, she will respond with a video of herself fulfilling the order. It’s an entertaining approach to engage with customers and pique their interest in the company’s products.

Small businesses utilizing TikTok can really elevate their brands and increase their interactions with consumers. It’s an opportunity for customers to get to know the people behind the products.

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