When Robyn Atwater, aged 40, noticed her hair loss in 2010, she spent the following years developing her own products to address the issue. These products proved effective for her, prompting her to share her hair regrowth journey online. Surprisingly, she gained a substantial following on platforms like YouTube, Instagram, and TikTok by offering haircare tips using her homemade products. Formalizing these formulas, her brand CurlDaze gained viral attention after a TikTok video showed a stylist using one of her products on a client’s hair. This sudden popularity led to thousands of units sold within months and secured distribution deals with major retailers such as CVS, RiteAid, Target, and Walmart.
Before becoming CEO of CurlDaze, Atwater worked as a housing economist for 12 years. Despite the challenges of balancing her corporate job with building her company, she found social media crucial in cultivating a consumer base.
The reliance on social media among millennials is unsurprising, given its integral role in their daily lives. A recent study by NC State University revealed that 90% of millennials use Instagram daily, with 68% also using TikTok alongside Instagram.
Platforms like TikTok, with its Shop feature, offer opportunities for entrepreneurs like Atwater to reach consumers directly, bypassing traditional marketing hurdles. TikTok’s algorithm, which adapts quickly to users’ interests, has made it a favorite among millions of users, especially for shopping.
TikTok Shop’s introduction, allowing shoppable videos and live streams, has been well-received, with studies showing significant impact on brand discovery and purchase decisions.
In a digital marketing landscape dominated by expensive social media ad-buys, platforms like TikTok Shop provide a more cost-effective alternative. This affordability is particularly appealing to zillennials balancing entrepreneurship with full-time jobs.
A survey by Lending Tree indicates a rising trend of side businesses among Gen Z and millennials, especially after the Great Resignation prompted many to pursue more fulfilling professional paths.
TikTok’s appeal lies in its authenticity, offering a platform where millennials can engage with genuine content in contrast to the curated perfection of earlier social media platforms.
Luke Lintz, co-founder of High Key, emphasizes the role of digital fluency in reducing barriers to entrepreneurship, particularly for younger generations. He highlights the importance of evolving with changing social media dynamics to sustain success.
Ericka Pittman, a seasoned marketing strategist, underscores the need for adaptation in response to evolving consumer demands and technological advancements. She sees social media as a transformative force in consumer-brand interactions, with millennials at the forefront.
For entrepreneurs like Robyn Atwater, social media has been instrumental in building their brands and connecting with their audience, reflecting the evolving landscape of entrepreneurship influenced by digital platforms.
