The past year has been a testament to the creativity and innovation of entrepreneurship among the gen-z and millennial demographic. Small businesses run by young entrepreneurs are rising in popularity, rapidly growing thanks to traffic on the popular social media platform, Tik Tok. Entrepreneurs (many of whom are still in school!) are flocking the platform to self-advertise their products and services, offering an inside glance into their operations.
Tik Tok isn’t just a marketplace for sellers to show off their product niches and creativity. Almost like a chain reaction, small businesses inspire other small businesses; the app is home to all sorts of videos with valuable business advice on how to run a startup. The transparency of how these stores operate has inspired some users to follow in the same footsteps and create their own, niche business. Many of the small businesses that we see on Tik Tok partake in the latest trends and fads, offering an intimate look into what consumers are looking to purchase.
[Rapunzille Verona Lock Necklace]
As you scroll through the app, you’ll find that young entrepreneurs who have blown up in the Tik Tok space surprise you with their capability of finding something completely unique that sets them apart from the competition. Their differences are marketed all across Tik Tok. Popular Melbourne-based jewellery brand, Rapunzille, is one of many success stories within this Tik Tok market. Amassing a following of over 50k on Tik Tok in a short span of time, they have been featured on the cover of Vogue and frequently sell out of their high quality, sophisticated pieces. Founder Samantha offers some insight on how critical social media is to the development of a small business.
[Rapunzille Midnight in Paris Earrings ]
As a small business, returning customers are crucial to Rapunzille’s success. Tik Tok provides them with the means to create a community of equally passionate jewelry lovers, allowing them to grow their repeat consumer base. So how is Tik Tok different from traditional marketing on established platforms? Tik Tok offers a slightly longer — but still bite-sized — way to project their brand and unique designs to consumers.
“With Tik Tok, the nature of its short form video content allows the consumer to get to know the Rapunzille brand and our unique designs better.” – Samantha, Founder of Rapunzille
While Tik Tok is important, engaging in all forms of social media has been the key to Rapunzille’s success. “Here’s the secret to getting consistent sales,” Samantha tells me, “you need to be consistent across all marketing platforms. Not just for a day, a week, a month… but for years.”. Although their initial inspiration comes from personal experience, Rapunzille’s engagement in the jewellry community through social media gives them immediate, first-hand feedback from customers. Having a close connection with the community which makes up their client base serves as a rare opportunity for the business to quickly adapt their products to the market.
Rapunzelle’s success is a clear example of how short-form video content is well suited for the increasingly fast-paced lifestyles of consumers. Tik Tok, Instagram Reels, and other short-form video concepts are paving the way for a new consumer-friendly format, providing content that is longer than a picture, but shorter than your typical YouTube video or TV commercial. Less is more, and knowing how to highlight the important parts of your brand is crucial when marketing a small business.
The Tik Tok era has birthed a new type of short-form advertisement, entirely rewriting the story of how sellers are reaching out and connecting with consumers. Whether the effect of Tik Tok on small brands, how they operate, and how they emerge will last in 2021 remains to be seen, but there is no doubt that it has shaken up the fundamentals of entrepreneurship.
Don’t forget to check out Rapunzille! Use code HERCAMPUS at checkout for 10% off your first purchase (be sure to take a look at their ‘Midnight in Paris’ earrings, featured on Vogue!)
TikTok: @rapunzille
Instagram: @rapunzille_thelabel