American Express teams up with TikTok to create a content hub where top influencers guide small businesses on connecting with Gen Z and Millennial shoppers.
American Express has partnered with TikTok to launch the Amex #ShopSmall Accelerator, a content hub designed to help small businesses market themselves on the platform. Ahead of Small Business Saturday on November 26, TikTok influencers like Sofia Bella, Anna Sitar, and Brandon Blackwood are sharing tutorials and tips on attracting new shoppers. This initiative comes shortly after TikTok introduced its in-app shopping tools in the U.S.
American Express has partnered with TikTok to launch the Amex #ShopSmall Accelerator, a new content hub designed to help small businesses navigate social media marketing. Aimed at brands new to TikTok, the hub offers expert advice on leveraging the platform’s search engine and algorithm to reach and engage customers effectively.
TikTok influencers like Sofia Bella, Anna Sitar, and Brandon Blackwood share tutorials on best practices for content creation, such as product demos, keyword optimization, and authentic engagement. “A precise experience builds trust, inspires interest, and drives sales,” Sitar emphasizes.
Sofia Hernandez, TikTok’s global head of business marketing, highlights the platform’s impact, noting that 44% of users discover products and immediately make purchases based on TikTok content. Since TikTok’s rise in popularity, particularly during the pandemic, its short-form video format has become a powerful tool for brands to connect with new audiences.
For small businesses, especially in today’s economic climate, reaching Gen Z and Millennial shoppers is crucial. An American Express study revealed that if every Gen Z and Millennial shopper spent $10 at a small business on Small Business Saturday, it would generate $2 billion in local economic activity across the U.S. Elizabeth Rutledge, CMO at American Express, notes that 67% of Gen Z users have made purchases from small businesses featured on their TikTok For You Page, underscoring the platform’s potential to support local communities.