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DIGITAL MEDIA

The New York Times : Small Business Wins on TikTok

NaturalAnnie
@Naturalannieessentials
5681k followers

NaturalAnnie Essentials, a soy candle and aromatherapy company in Bridgeport, Connecticut, needed to “capture new business.” Founder Annya White-Brown jumped on TikTok when "bored in the house" videos were trending in 2020. But she didn't know what to do or expect when she tried to post a video with her husband and kids. “I knew I wanted my brand to be part of a platform in a way that was true to us,” says White-Brown.

At first, the family’s videos didn’t gain much traction. But the combination of adding sound to the behind-the-scenes shenanigans at their work studio, using a mix of home decor and lifestyle hashtags and using trending TikTok videos was essential to organically targeting and growing their 5,000-plus candle-loving community. White-Brown’s audience continues to expand thanks to TikTok’s paid ads in her marketing, which White-Brown says accounted for 30 percent of NaturalAnnie Essentials’ social media platform sales.

TikTok to hold workshop series for New England small businesses

TikTok will hold a 20-event workshop series, including three national sessions and 17 regional sessions run in partnership with local business organizations, to help New England business owners grow their company on the social media platform.