49% of West Virginia businesses say TikTok is ‘critical’ to their operations
By Stephen Baldwin, RealWV
The social media app TIkTok, which utilizes short videos, is currently in political and legal limbo. The US Congress passed a bill banning the app due to privacy and security concerns, and the Supreme Court upheld that law. Unless it spins off from its Chinese parent company or finds a domestic owner, TikTok may go the way of MySpace…and disappear.
According to new data released by Oxford Economics at the West Virginia Hospitality & Travel Association, that would be very bad news for small businesses in West Virginia.
The study surveyed 59 businesses in state and released the following statistics:
- 49% of small businesses say TikTok is “critical” to their operations
- TikTok accounted for $64 million in small business revenues, supported 680 jobs, and led to $15 million in tax revenue in state
- 80% saw sales increased after using TikTok
- 63% received a new investor after using TikTok
- 46% hired someone they first encountered on TikTok
- 17,000 small businesses in West Virginia use TIkTok
(TikTok commissioned the study with Oxford Economics, an independent economic research firm established in 1981. It was a national study with participants in all 50 states.)
Custard Stand Chili
“TikTok has absolutely changed my life,” says Alissa Clayton of Custard Stand Chili, a world famous food company based in Webster Springs, WV. “It’s given freedom to our family business.”
Last week, Clayton attended Hospitality University, a policy summit hosted by the WV Hospitality & Travel Association at The Greenbrier Hotel. She led a panel for other business owners on how to effectively use TikTok.
“Most people find it overwhelming and don’t know where to start,” she said in an interview with RealWV after the event. “It’s also intimidating, so I just literally teach them how to use it.”
Clayton walked folks through using the app, including features such as “green screen” (which allows you to show pictures of your products as you discuss them) and voiceovers. She also addressed concerns such as how you should dress, what to say, finding your authentic voice.
“When people see you and your business behind the scenes, they’re more likely to support you,” she shares. “You have to share authentically, the hills and the valleys, the successes and the failures.”
Clayton compares the social media app to a lottery ticket with no cost. “If you post 10 a day, your chances of getting business go up. It’s free. Why not post? If you dont post, you’ll never get views. My best advice is just to get on and start posting content. Tell your story. Inspire, inform, or entertain. That’s what my audience likes the most.”
While TikTok faces an uncertain future, count Clayton firmly in their camp. “I’m not sure what’s going to happen, but for me personally, I hope we can keep it. My husband was able to quit his job with the federal govt so he could work in our business and TikTok is a big part of it.”
She says that TikTok drives 75% of all the website traffic Custard Stand Chili received. Folks watch their videos, go to the website, and then find a local grocery store across the country where they can go buy a product.
Right now, they don’t sell direct-to-consumer on TikTok, but that will change soon. “We are working on a shelf-stable spice pack where you add a few ingredients, including a protein, to make our chili. Hopefully we will have them for Charleston at the Winter Blues Farm Festival.” Then, they plan to start selling them on TikTok.
But Custard Stand Chili is not the only business to benefit from TikTok, according to Richie Heath, Executive Director, West Virginia Hospitality & Travel Association. “We are fortunate to live in West Virginia and know firsthand about the amazing destinations, food, outdoors, and more that our state has to offer. Social media platforms like TikTok have given the tourism and hospitality industry in our state new opportunities to share with the world some of West Virginia’s best kept secrets, amazing views, local food, and travel gems.”
Stay tuned to RealWV for updates on the future of TikTok.
For more information on Custard Stand Chili, visit their website.
