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- Lauren Nelda Pascal is the founder of Lolo’s Bonnet, a small business in Jacksonville, Florida.
- Pascal has successfully used TikTok to market his products and build a customer following.
- This article is part of “Unlocking Small Business Success,” a series that provides small businesses with a roadmap to growth.
When Lauren Nelda Pascal sewed her first silk bonnet, she wasn’t thinking about building a viral TikTok business.
In 2020, Pascal was on a “hair growth journey” and needed a satin bonnet to protect her hair. She wanted to support Black-owned businesses she knew, but she saw them completely sold out.
So Pascal decided to make his own.
After a trip to a fabric store and the help of her mother’s 20-year-old sewing machine, her first bonnet was born.
After her mother posted a photo of her product on Facebook, Pascal received a flood of requests from friends and family who wanted a bonnet of their own.
“It kind of took off. It was crazy,” she said.
In 2021, she officially launched Lolo’s Bonnet, a Black and Haitian-owned microbusiness that sells satin bonnets, scrunchies, and pillowcases.
Without a large marketing budget, Pascal turned to TikTok and began posting videos showcasing his products.
“I can’t afford to have commercials on TV. I’m not going to go out with a sign and twirl it around,” she said.
After focusing all its efforts on TikTok at the end of 2021, Pascal’s total revenue increased more than 1,650% in a year, according to financial documents reviewed by Business Insider.
Pascal’s TikTok business account currently has more than 107,000 followers and 2.6 million likes, and Lizzo and other celebrities have featured her products on the page.
While TikTok’s future is in question, small business owners continue to use it. Pascal spoke to his Business Insider about his top tips for successful marketing on TikTok.
What you need to know about the possibility of getting banned from TikTok
TikTok is growing in popularity among small and medium-sized businesses. More than 7 million businesses in the U.S. use the app, according to a report from Oxford Economics.
Gisele Ugarte, a TikTok content creator and social media business strategy coach, said in an interview with KXAN Austin that the platform is attractive to businesses because it allows them to reach potential customers without paying for direct marketing.
“For the first time ever, your content will definitely be in front of people who don’t follow you,” Ugarte told KXAN.
However, the much-talked-about social media app has been the subject of controversy, with legislation being moved to ban it in the United States due to data privacy concerns.
Karen North, a clinical professor of communication at USC Annenberg, told BI that she doubts the bill will pass because the related legislation has not yet been drafted in the Senate and the bill would be extremely unpopular with voters in an election year. He said he had doubts. But the discussion has forced business owners to consider how to pivot their social media strategies if necessary, she said.
TikTok’s “for you” page allows businesses to learn a lot about their target audience and their social media habits. North said small business owners should be aware of these user preferences and focus their energy on platforms that align with their brand identity.
“TikTok adapts incredibly quickly, so we can experiment with a lot of things quickly, get data, and see what works,” North told BI. “Try some of these best practices on other platforms as well.”
stay consistent
Pascal said businesses can grow their following by frequently posting content on TikTok.
Posting videos frequently helps the algorithm get her clips in front of potential customers. This tactic also creates room for Pascal to build an online presence as a small business owner.
“That way, you can build trust with people who don’t know you yet,” Pascal added.
According to social media management agency ICUC, the general rule for businesses is to post one to three times a day. But there are no hard and fast rules on social media, and users like Pascal argue that posting quality content is more important than quantity.
One way owners can maintain consistency is by planning their content around their busy schedules. If you’re running a business on the side while working a full-time job, posting multiple videos a day may not be as effective as posting quality content less often. For Pascal, quality content means the video is educational, entertaining, or provides “some help to the customer.” She said no matter how often you post, your followers will keep coming back if you’re consistent.
Diversify your content
Pascal told BI that it’s important for owners to understand what makes their business unique on TikTok.
Pascal said it’s worth studying other businesses to see what trends are successful and what future customers are excited about. She added that as long as you give credit to other businesses when posting similar videos, it can be a great way to attract new customers.
It’s also important for businesses to mix content across platforms. Trying to post the same Instagram video on TikTok may be tempting, but may not be as effective, Pascal said. Having different strategies for each app allows owners to maximize growth and reach.
On TikTok, you need to visit the appropriate “For Me” page to find out what’s trending among viewers who might be interested in your product, Pascal says. I did. She recreates what her customers’ TikTok feeds look like and follows similar creators in her own niche to see what’s getting attention. I proposed.
Pascal added that leveraging popular sounds could be an easy way to increase exposure. “Trending audio will save you day and night,” she said.
It’s important to jump on the bandwagon once it starts, she added. Apps like TikTok and Instagram have so many users that trend cycles change quickly and it’s easy to get left behind.
“If something is trending, hit it right away,” Pascal said. “These trends won’t last long.”
Unlike TikTok, businesses using Instagram Reels, Instagram’s short video feature, need to be more cautious about trending audio. Pascal suggested that in order to stand out he would incorporate audio his tracks used by fewer than 10,000 users.
be honest
Pascal said the real secret to successful marketing on TikTok is to be authentic. She added that posting something outrageous just for the number of views is not a good way to attract a loyal customer base.
By prioritizing her followers and their hair care journey, Pascal has built a community and follower base that trust her products and hair advice, even if it doesn’t necessarily lead to customers buying her bonnets. built.
“I have a product that I love. I have a product that I believe in, so I try to let that seep into my content,” Pascal said. “I think people feel that.”
Pascal added that it’s important for owners to differentiate themselves from the big brands on the app. She draws from her own personal experiences and focuses on what makes her company unique.
Black women have traditionally worn bonnets to protect their hairstyles and prevent breakage. In addition to promoting the product, Pascal posts videos on her TikTok account about why silk bonnets promote hair growth and how silk bonnets can benefit black and non-black hair textures. .
Pascal said brands can distinguish themselves by telling the story of their company and culture. “I want you to know a little bit about me and this business,” she added.
She told BI that she likes to lead her posts with gratitude and help others navigate their hair concerns and solutions. While supporting Lolo’s Bonnet, she added that seeing people chatting about their culture and hairstyles in the comments section has enriched her marketing journey.
“As a black woman, my hair is a big part of my identity. It’s forever,” Pascal said. “I love learning more about it. It’s so nice and wonderful to be able to help people with hair problems, no matter their hair texture.”
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