TikTok SME campaign highlights the power of discovery for small businesses

TikTok has today launched its new TikTok means business campaign, showcasing how the platform is helping SMEs to get discovered and drive results.

In TikTok's first UK SME branding campaign, TikTok means business highlights the massive opportunity for SMEs to drive sales with almost half of TikTok users (47%) purchasing* a product or service seen on the platform. The campaign brings this to life by spotlighting nine SME's who have found success on the platform through a combination of authenticity, creativity and TikTok's ad solutions.

The campaign will appear across London on tube, railway and black cabs - as well as across digital and social sites. Featured SME's include vegan bakery Eat By Amy (@eatbyamy), a journalist-turned-baker, as well as jewellery brand Rani & Co (@raniandco), who uses TikTok to connect with aspiring entrepreneurs to share tips and advice for scaling a business.

With over 1.5 million UK businesses now on the platform, TikTok has fast become a home for SMEs passionate about their craft and sharing their business stories in a unique way that can only be done on the platform. These businesses are often more diverse and led by younger founders with 55% more likely to be from an ethnic minority background than the average SME and 31% have a founder under 30**.

Speaking about the campaign, Francesca Capobianchi, Head of SMB Marketing, EMEA at TikTok said: "TikTok has become the place to go for SMEs looking to be discovered and tell their story in a truly authentic way. Every day, our community use the platform to discover new trends, new ideas and, of course, products and brands. TikTok means business is all about showcasing how far discovery can take brands on the platform, transforming small businesses into fully-fledged, household names. We hope this campaign inspires more businesses to come to the platform, embrace our suite ad solutions, and realise their full potential."

TikTok are calling on SMEs to spark their success story on the platform by visiting: https://tiktok.com/business/en-GB/tiktok-means-business

The campaign launches today and will run through until early December and features the following UK-based businesses

@lemonadedolls (29K followers)

Lemonade Dolls is a UK-based underwear brand founded by Lemon Fuller. The brand champions body positivity, inclusivity, and empowerment, offering stylish and comfortable underwear for all body types. The brand blends professionalism with a fun, playful culture and share its journey and vibrant office life through body-positive content on TikTok.

@soloskinlondon (20.4K followers)

Solo Skin London is a skincare brand founded by Naz Bashir. The family run business offers natural, vegan, and cruelty-free skincare products specifically designed for sensitive and problematic skin types.

@urbantropicana (@11.8K followers)

Urban Tropicana is co-owned by Lewis Cox and his husband Steven Desouza. The family-run plant business is based in West London with locations in Chiswick and Ealing. Founded in 2020, they offer a wide variety of houseplants and emphasize sustainability, sourcing plants globally and providing expert advice and services like plant rescues.

@raniandco (@137.7K followers)

Ramona Gohil founded Rani & Co. in 2020 to empower women with jewellery that celebrates female strength. Operating from her parents' attic near Croydon, she runs the business independently. On TikTok, Ramona shares her journey of learning the business, designing pieces, packaging orders, showcasing her work and offering small business tips and insights.

[email protected] (5.8K followers)

Founded six years ago, THIS transitioned from a burger bar to plant-based products to better the planet. Known for their award-winning lamb kebabs, they focus heavily on innovation, with a third of their efforts dedicated to new product development at their London office.

@eatbyamy (4.6K followers)

Amy Gastman, a former journalist, founded "Eat by Amy" during the Covid lockdown, pivoting from vegan meal prep to plant-based baking. Based in North London, the bakery, launched in October 2020, now offers supper clubs, event catering, and has built a TikTok following. Amy uses TikTok to showcase her baked goods, discuss food culture, and share the journey of running a small business-recently even using it to recruit her first employees.

@Danny_sandhouse (42.5K followers)

Danny Stenhouse, who has ADHD and Asperger's, discovered his passion for floor sanding a decade ago, using his hyper-focus to build a successful business. During lockdown, he turned to TikTok, where his sanding videos gained 33,000 followers. Danny shares tips, answers questions, and earns income from his online presence. Despite a tough upbringing, he hopes to inspire others by turning challenges into strengths.

@thortful (24K followers)

Thortful is an online greeting card marketplace founded in 2016. It supports a community of over 6,000 independent creators, including designers, illustrators, and graphic artists, who offer unique, often humorous and thoughtful cards. It prides itself on producing truly up to date cards that represent on-going news and trends and harness culturally relevant moments and brings these elements to life on their TikTok account, which features members of staff and behind the scenes content.

@wrappedbysarah (2.8K followers)

Sarah launched Wrapped by Sarah six years ago while working full-time as an Interior Designer. TikTok is her favorite platform, where her authenticity helps her connect with genuine people. She runs the business from home, with support from her sisters, sourcing materials from Africa and local markets. Her content features a blend of interior products and clothing.

*Source: TikTok Marketing Science EUI SMB Consumer Research 2022 conducted by InSites Consulting

** Source: The TikTok Effect: The socio-economic impact of TikTok in the UK

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