A new wave of DIY marketing: Small businesses take to TikTok

Published on 25/10/2025 - 7:00 GMT+2

Social media sites specified arsenic TikTok are mostly associated pinch Gen Z and modern, integer entertainment. However, it turns retired that immoderate age-old topics, specified arsenic crafts, are perfectly suited to it.

"Traditional contented is very celebrated because it's thing we don't spot each day. Craft is laced pinch that small spot of mystery," said Łukasz Gabler, TikTok nationalist argumentation and authorities relations head CEE.

He told Euronews that videos changeable by craftspeople are very charismatic to viewers connected TikTok.

"It's what happens successful nan craftsman's workshop. Showing that imaginative process. Often, moving pinch earthy materials is absorbing for nan integer audience," said Gabler.

"And erstwhile personification allows you to look successful nan backmost of nan workshop... it besides builds a enslaved betwixt nan personification and that object, and that peculiar entrepreneur," he added.

Artisans utilizing societal media are not conscionable doing it for entertainment. It is an important instrumentality for them to run, grow, and advertise their businesses. As Gabler points out, TikTok is simply a assets for small-scale entrepreneurs to study astir customer needs and opinions. It besides makes it easier to scope group from each complete nan world.

"[TikTok] allows america to look beyond Poland's borders and spot what a overseas customer wants. And this, successful turn, builds an opportunity for mini businesses to spell world pinch their products," explained Gabler.

More than 900 cardinal videos person been published connected TikTok nether #craft.

The question and reply pinch nan master was conducted during the 34th Economic Forum, of which Euronews is simply a media patron.