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#ShopSmall Accelerator from American Express and TikTok: Creators Share Tips for Small Business Owners to Reach New Audiences

Photo: Courtesy of American Express
Photo: Courtesy of American Express


That phrase has become incredibly popular among the TikTok community – and an effective marketing tool. With millions of users searching and scrolling through the app each day, the platform is an opportunity for businesses to reach consumers, grow and sustain their relevance.

The new #ShopSmall Accelerator, a program by American Express and TikTok, offers guidance to small business owners to help set themselves up for success on the platform. As part of the program, influential creators Anna Sitar, Sofia Bella and Brandon Blackwood share expert tips to help small business owners reach a new generation of shoppers.  

Anna Sitar: “I’ve always believed that what attracts customers and viewers to your channel isn’t only about selling great products but instead being passionate and authentic about what you’re making. A personalized experience builds trust, inspires interest, and drives sales.”

  • Go behind the scenes: Whether it’s how you built your business or how you got to where you are now, people love behind the scenes and it makes us all feel connected.
  • Start a conversation: Give a product review. How do you use it? How do you get it? How wonderful is it?
  • Let your product be the star: What’s the secret that you can’t keep? Maybe your product is it. Does it give you luscious hair? Flawless skin? Share those details and let your customers know that they have access through you, your TikTok, and on on your website.

Brandon Blackwood:  “I think trends are what run TikTok –trending  music, sounds, dances – and I try to incorporate them into my TikTok. You can find trends anywhere. I find them naturally when I’m scrolling or when a lot of my friends are sending me similar videos. And when you put out things that you love, community forms around you.”

Sofia Bella: “The most important thing about TikTok is authenticity. Being real builds a connection between your audience which makes people trust you.”

And when it comes to whether or not you’re ready to start a TikTok for your small business, Bella says it’s about answering these questions:

  • What inspired you to start your small business?
  • What’s special about your product?
  • How does your small business reflect your culture, your passions, and your community?

To hear more from these three TikTok creators, small business owners can watch full video tutorial here.

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