TikTok and American Express have unveiled a new business program to help small local companies grow their revenues. The #ShopSmallAccelerator brings together some of the most popular TikTok creators with a ‘custom Shop Small soundtrack’, created specifically for TikTok content.
Both companies are trying to help small businesses to stand out in the run up to the crowded holiday shopping season, and especially make the most out of Small Business Saturday on November 26th. According to TikTok, more than 58% of users say they find new brands and products on the platform. This is fine for the biggest brands, but it tends to leave the less well-known brands out in the cold.
This new program aims to give these smaller firms some creative help to reach a larger buying audience through the use of more trends and creative ideas. The program will also provide up to $250,000 in advertising credits to eligible companies. Those who qualify will receive a $100 ad credit to use on the platform after they spend $50 on their first TikTok campaign.
The first step in the program involves teaching these old-school style stores how to leverage the power of the platform’s vast audience. TikTok Academy provides free education on how to create engaging content, and how to use the TikTok advertising platform to reach more buyers. The difference between this program and many other marketing efforts is the need to be innovative creatively in order to get noticed.
TikTok Authenticity Is Key
A big part of the Shop Small vision revolves around encouraging local sales instead of relying on big chain stores. Handcrafted gifts, flowers, and artisan food stores are all featured on the TikTok Shop Small portal, which highlights some ways local businesses can make their marketing fresher and more trendy. Sofia Bella, a TikTok influence with over 4.2 million followers, explained:
TikTok is all about authenticity … The more authentic and relatable your content is, the more the TikTok community is going to love you.
Program partner American Express is also offering guidance to small businesses through its own promotional activities. According to the company’s 2022 Small Business Economic Impact Study, if every Gen Z and Millennial shopper spent $10 at a small business on Small Business Saturday, it would support $2 billion in local economic activity throughout the US.
The company also founded Shop Small Saturday in 2010 as a way to encourage more local sales on the Saturday after Thanksgiving. The program will teach small business owners how to use TikTok as a search engine, as well as leverage sounds, trends, hashtags and communities, and how to drive engagement with users. TikTok calls it a ‘sound on, full-screen platform experience’.
American Express has also partnered with musical artist Chlöe Bailey @chloebaileywashere to create a ‘Shop Small Soundtrack,’ which TikTok users can add to their content to attract new audiences.
Further details on the Shop Small program from TikTok and American Express can be found at the Shop Small website.
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