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When Rebecca Robledo started her job as the social media manager for the Charleston Antique Mall last year, she had to convince her boss to let the mall use one of the most popular social media apps.
“They were very against having a TikTok page,” she said. There are people you just can’t get on our social media platform.'”
She eventually managed to create a TikTok account for a store near Alta Drive and South Decatur Boulevard, and by the end of 2021, the retailer had over 22,000 followers. Robredo said that her TikTok page boosts the mall’s business, especially attracting customers who don’t live in Las Vegas, using videos that showcase a variety of vintage and antique merchandise.
“I think I reply to at least 10 direct messages a day from someone asking me to deliver the product I saw in the video,” she said.
But the Charleston Antique Mall and other local Las Vegas businesses are using TikTok to market their own businesses, even though the platform attracts a younger demographic who tend to shop for what’s trending on TikTok. make up a small percentage of the companies doing
According to American Express’ 2022 Shop Small Impact study, 63% of small business owners say they want to grow their Gen Z and millennial customer base over the holiday season. But of the 80% of businesses using social media, he was only one-third using TikTok. The most popular social media platforms for small businesses were Facebook, used by 94% of businesses, and Instagram, used by 65% of small businesses.
The study found that 67% of Gen Z (ages 10 to 25) purchased TikTok at small businesses featured on a “For You” TikTok page that is the user’s home screen and offers personalized videos. I also found out that Also, 44% of TikTok users said they purchased a product immediately after seeing it on TikTok.
In 2022, according to insider intelligence, the platform’s US monthly It had an estimated 94.1 million users.
Entry into the tourism market
Jennifer Gay managed the social media and TikTok pages for Lip Smacking Foodie Tours, which has over 75,000 followers.
Gay, who also runs his own TikTok account, @VegasStarfish, which details the best places to shop, said the platform’s impact on Las Vegas businesses is because of how people want to stay informed. Said it was getting bigger.
“People used to listen to the radio in their cars, watch commercials on TV, consume print media, and that has completely changed,” Gay said. “People are busy and want short, concise graphical information that influences and inspires them.”
Donald Contusi, president of Lip Smacking Foodie Tours, said his TikTok following has grown since Gay launched the page about eight months ago. The company hosts Food He tours throughout Las Vegas, taking customers to different restaurants in a matter of hours.
“My restaurant partners say that if Jen goes and provides[their]content, they will sell the[advertised]product,” says Contusi.
Lin Jerome and Alexandra Lourdes started Cafe Lola in 2018. It was named Nevada’s most Instagrammable restaurant in 2019 by the Food Network. In late 2020, she decided to expand the cafe’s social media presence to her TikTok.
Both companies say they are using trending TikTok dances and audio to highlight their products, especially specialty drinks.
“We have seen a 40-45% increase in sales for all brands since posting on TikTok,” says Jerome.
According to Lourdes, TikTok has allowed businesses to better tap into the tourism market, and the page now has more than 34,000 followers.
“If you’re in Las Vegas,[TikTok]will start showing you what Las Vegas is like,” said Lourdes. “We hashtag Las Vegas all the time because when a tourist comes to Las Vegas her strip and suddenly they’re ushered into Cafe Her Laura, they give us her Uber It’s from.”
Robledo said he has seen better access to the tourist market at the Charleston Antique Mall since the TikTok page was up.
“People we ship to often are always like, ‘Oh, I can’t wait to go out and visit you guys. I planned a trip in April just to go see you guys,'” she said. “It’s crazy when you’re in Las Vegas because you might want to go to Caesars Palace or something.”
“Long and slow process”
Tyler Stephens, co-founder and chief content officer of VisCap Media, a Las Vegas-based ad agency that creates ads for social media platforms like TikTok, says businesses can build followers organically on TikTok. , said buying ads could be a safer bet.
“When it comes to social media such as TikTok, Facebook, YouTube, or any of these social channels, you can attribute real-time results from your ads,” he said. “But[the account page]has to be consistent. You have to make a lot of videos.
Cafe Lola’s Jerome estimates that it took about four months from creating content on Cafe Lola’s TikTok page to generating more business. The account has received enough consumer interest that he doesn’t think it should be running ads yet.
Gay thinks any business in Las Vegas has the potential to run a successful TikTok account, whether it buys ads or not.
“The biggest strength is that Vegas is a fantasy,” she said. “When you scroll through social media, it’s a way to unzip and check it out. I need to book my vacation.
Please contact Sean Hemmersmeier at Shemmersmeier@reviewjournal.com.follow @seanhemmers34 on Twitter.
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