Shop Small on Social
RandoPrintsCo. on Etsy is owned and operated Miranda Calabrese
In the midst of a pandemic, small businesses have become lucrative income sources for many who were either displaced from jobs or simply stuck at home with extra time on their hands. The growth of these businesses have stemmed primarily from Instagram, and more prominently, from TikTok.
Instagram’s fixed algorithm, in which exposure is based on follower count and engagement rates, is being challenged by TikTok’s ability to funnel posts onto a user’s For You Page—the platform’s curated landing page.
Small businesses are seeing exponential growth thanks to the exposure generated from TikTok views. The app strategically pushes the first two to three videos posted by a user to garner as many views as possible. This increased level of exposure typically generates excitement and encourages users to continue posting videos.
Although this may seem to be a business tactic for TikTok itself, in the realm of small businesses, one viral video can have an immense impact. A typical practice for small businesses on TikTok is to create time lapse videos in which they film themselves making their products from start to finish. A sixty second video that displays the process of turning a creative concept into a wearable product or home décor piece is an enthralling watch for many—it’s a minimal commitment with a satisfying end result.
Generating awareness for small businesses is crucial due to the volume of similar brands and the need to compete with big businesses. RandoPrintsCo is one of the many TikTok accounts that has amassed a generous following thanks to their viral videos. RandoPrintsCo sells clothing printed with the original designs of owner Miranda Calabrese.
Similar to other pandemic-bred businesses, RandoPrints was born after Calabrese began experimenting with screen printing during the summer of 2020. In October 2020, she opened her Etsy shop, selling T-Shirts, crewnecks, and long sleeves. Between October and January, she had only five orders.
Calabrese was familiar with TikTok as she had posted a handful of videos in the past, receiving an average of 300 views per posts. Therefore, when she posted a video of her screen printing one of her garments, she had limited expectations.
“I posted it in the morning and went to class, and as I was in class, my phone kept buzzing with notifications from TikTok, and I had no idea what was going on, ” says Calabrese.
Once she finally got out of class, Calabrese was stunned to see that her post had raked in over 5,000 views. She also received 2 new orders. As the views continued to pour in, she received 16 new orders within the span of two days. This video now has 17.6k views.
After her first viral video, she gained followers on both Instagram and TikTok. She considers TikTok to be the most valuable platform for her business’s growth.
She explains, “I believe that TikTok allowing those who set themselves as a “business account” to link their Instagram and add additional links to their bio is a great tool.”
Calabrese’s profile allows easy access to her other social media accounts, as well as her Etsy shop where her products are available for purchase. She also takes full advantage of the analytics tool for insight into her audience.
The TikTok For Business Blog is another key tool in tailoring a brand’s post to reach a wider audience and generate greater rates of engagement. The blog covers a variety of topics that include a brand’s strategy for TikTok, how to optimize video engagement, and creative tips for video editing.
The blog pairs nicely with the Creator Marketplace, a platform created by TikTok to connect brands with influencers. It is here that businesses, small and large, are able to find and partner with influencers that align with their brand and have a following similar to their target audience.
TikTok has grown since its conception, branching out to work with marketers and companies instead of just hosting them. In addition to in-feed ads, TikTok offers growth strategies and analytic insights that can aid business owners in their video editing process. The platform even has a Back-To-Business Program, which was initially created as a response to the financial stress resulting from COVID-19. It is here that small businesses can apply for credit globally. The platform declares, “We are committed to supporting small businesses as they get back on their feet and start rebuilding by providing $100M in advertising credits.”
More and more small businesses are turning to TikTok in hopes of growing their businesses, and their successes are inspiring others to launch businesses of their own. Now, a new wave of entrepreneurs are afoot and taking full advantage of the power of social media to explore their passions and support themselves.