#foodtok, #cleantok, #studytok, #calmtok, #booktok, #moneytok – is there anything TikTok can't turn viral? The answer is a resounding 'Nope.' And recently, it has also added 'saving small businesses' to its repertoire. Beyond being an endless source of entertainment, TikTok has evolved into an unexpected force for good.
Its format of micro videos are the perfect canvas for sharing life stories in a digestible way. This fast and easy storytelling has been instrumental in reviving local businesses, giving them an accessible place to share their authentic journeys with an audience they may never have reached through traditional channels.
Their recounts of empty tables and financial hardship have captured thousands of eyes and hearts on TikTok, helping to draw in customers and revive these establishments. Beyond appealing to our appetites, their stories resonate with our innate desire for community support and championing the underdogs.
synthesizing vast data into actionable insights that reflect each market's unique cultural and economic backdrop
grasping the distinct consumer perspectives that these diverse regions offer
TikTok has proven to be a lifeline for these family-run businesses, from taco stands to pho restaurants to banana chip producers. When the younger generation took to the platform to share about their parents falling on hard times, the community watched, liked, and showed up in a big way.
In the spirit of marrying innovation with tradition, we used generative AI to breathe new life into small businesses around the world. With the help of Sphere’s Marketing Copy app, we crafted compelling social media content for our favorite comfort food vendors, reinventing the Vietnamese snack stall, the Turkish food cart, and the Mexican street stand.
By harnessing the adaptability of AI storytelling, we’ve whipped up these marketing narratives to capture both taste buds and imaginations.
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Curated digital profiles:
-Instagram, Twitter, and TikTok (US)
-Weibo and Douyin (China)
Pulled 400 million unique searches to estimate the growth of each segment
Used Quilt.AI’s Sphere language and image capabilities to categorise lifestyle areas into specific segments
These consumers are confident, bold, and comfortable with modern masculinity. They also often turn to social media to express their personal style and interests.
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Actionable Insight: Collaborate with high-profile fashion influencers to create vibrant, trend-setting campaigns that resonate with this segment's desire for attention and admiration.
Highly image-driven, these individuals often seek validation through their appearance and are likely to engage heavily with both grooming and fashion products.
Actionable Insight:Leverage digital marketing strategies that feature before-and-after visuals and testimonials that showcase the transformative power of the products
These men aim to be recognized as modern, open-minded, and sensitive – embodying the image of "the woke good guy" in today's society by actively participating in movements related to activism and gender equality.
Actionable Insight:Design marketing campaigns that highlight their participation in these movements, showcasing products that enable them to express and amplify their desired social identities.
They value beauty while still maintaining traditional masculine ideals of what it means to be good-looking. These men also tend to seek out methods of maintaining their youthful appearances.
Actionable Insight:Market products that boost physical appeal and suit active lifestyles, and focus on dynamic marketing that highlights masculine elegance.
Despite seeing gender in traditionally binary terms, these men aren’t afraid of behaving in more feminine manners. They own their uniqueness and tend to be deeply loyal to brands that affirm their identity.
Actionable Insight:Focusing on brand narratives that celebrate individuality and personal expression will better engage this segment. Brands can also offer personalized services to maintain their commitment.
Despite seeing gender in traditionally binary terms, these men aren’t afraid of behaving in more feminine manners. They own their uniqueness and tend to be deeply loyal to brands that affirm their identity.
Actionable Insight:Focusing on brand narratives that celebrate individuality and personal expression will better engage this segment. Brands can also offer personalized services to maintain their commitment.
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