US businesses on TikTok attract Gen Z, Millennial customers

According to an American Express 2022 Shop Small Impact study, 63% of small business owners said they wanted to grow their Gen Z and millennial customer base during the holiday season. But out of the 80% of businesses using social media, only one-third were using TikTok. — Photo by Solen Feyissa on Unsplash

When Rebecca Robledo started her job last year as the social media manager for the Charleston Antique Mall, she had to convince her bosses to get the mall to use one of the most popular social media apps.

“They were very against having a TikTok page,” she said. “I was like, ‘Hey there’s so many businesses on TikTok that are gaining huge audiences from TikTok, and people you wouldn’t get just from other social media platforms.’”