Using short-video platforms, such as TikTok and Instagram, for small businesses and entrepreneurs

Abstract

This study explores the importance as well as the challenges associated with the use of short-video platforms, such as TikTok and Instagram, in the business of entrepreneurs and small businesses. The research is based on a qualitative method and involved conducting semi-structured interviews with 10 participants, either small business owners or entrepreneurs, active on social media, specifically TikTok and Instagram. It aims to better understand their motivations, strategies, and the challenges they face when using short videos on social media to promote their brand. The results reveal that using short-video platforms, as a marketing strategy, is essential for increasing visibility on social media, interacting with clients, and generating more sales. However, small business owners and entrepreneurs may face certain challenges, such as the need for consistent creativity, high competition or the time required for content creation. Additionally, this study offers a comparison between TikTok and Instagram, highlighting some differences in terms of engagement, target audience, and professional utility. While TikTok offers better public engagement but limited professional use, Instagram facilitates audience conversion into loyal customers. Therefore, this research provides both practical and theoretical insights into the use of short-video platforms in the marketing strategies of small businesses and entrepreneurs.