When TikTok first entered the social media scene, it gained a reputation as a platform for younger generations to lip-sync to pop songs, create coordinated dance routines, and share lighthearted memes. But TikTok quickly evolved into so much more, becoming a hub for education, news and community building.
From Entertainment to Enterprise
TikTok has also emerged as a serious business tool. Influencers, entrepreneurs, and brands leverage its powerful algorithms and vast user base to engage audiences, promote products, and establish their personal or commercial identities. It’s a space where creativity meets commerce, and for many, it’s a livelihood.
But TikTok’s rapid rise hasn’t been without challenges. Its origins outside the United States brought it under political scrutiny, leading to a brief period where it went offline. During this period, small business owners voiced concerns about how a potential ban could impact their bottom line. For entrepreneurs who’ve built their brands on TikTok, the stakes couldn’t be higher.
Real-World Impact
Take Kelli Calkins, for example. As C.O.nxt’s social media manager, Kelli has a unique perspective on the platform. She’s also the creator behind the brand @cookingwithkelli, where she uses her expertise to engage her audience and build a community centered around her culinary creations. When TikTok’s future in the U.S. was uncertain, Kelli’s story was featured in local news, highlighting just how critical the platform is for small businesses and creators.
Let’s Build Something Great Together
As a leading marketing communications agency specializing in agriculture and food brands, C.O.nxt keeps a pulse on emerging platforms like TikTok to ensure our clients stay ahead of the curve.
Our team is dedicated to helping clients navigate the fast-changing digital landscape with honest, informed strategies. From assessing TikTok’s fit for your business to crafting campaigns that deliver authentic engagement and measurable results, we’re here to guide you every step of the way.
Are you ready to explore how social media platforms could amplify your brand’s voice and reach? Let’s talk about your unique challenges and opportunities. Contact our Business Development lead, Rochelle Ripp Schnadt, to start the conversation today.
If You Love the Food System, You’ll Love Our Pod.
If you’re passionate about the business of food and love feasting on podcasts, then don’t miss State of the Plate. Listen is as industry experts Brandon Miller and Rochelle Ripp Schnadt discuss the latest news impacting food and chat with leading innovators changing the game. New episodes every month, but if you haven’t dug in yet there’s a whole year’s worth of entertainment waiting for you at the button below or wherever you listen to your other favorite pods.
C.O.nxt Insight.
Our team of subject matter experts focuses on food and agriculture—farm field to processing to entrée on a plate. We can help you build a new brand, protect an old one or target customers to foster sales. Let’s talk when the time is right to handle your next strategic marketing and communications challenge: Marcy Tessmann, marcy@co-nxt.com.
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