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The Rise of Emerging Companies and Self-Entrepreneurs: TikTok and the New Waves of Social Networks

Updated: Apr 11

Author: Titouan Blandeau

Publication date: 03.04.2024

This post may contain affiliate links, which means I may receive a small commission, at no cost to you, if you make a purchase through a link.

In the ever-changing world of social media, platforms like TikTok have become powerful tools not only for entertainment but also for business. With its unique format focused on short video content, TikTok has created fertile ground for startups and independent entrepreneurs to thrive. In this article, We discuss how TikTok and other new waves of social media enable individuals and businesses to achieve unprecedented success

The power of short content

One of the main factors behind the rise of startups and independent entrepreneurs on TikTok is the focus on short content. The videos only last a few seconds or minutes. The challenge for content producers is therefore to convey their message in a concise and creative way. This format particularly appeals to a younger audience, which has a shorter attention span and is more likely to be interested in smaller content.

It offers enterprises the opportunity to present their products or services in an engaging manner without significant production resources. Whether it’s presenting a new product, sharing a behind-the-scenes look at your business, or offering quick tutorials, TikTok allows entrepreneurs to connect with their audience in a way that wasn’t possible before.

Democratizing the production of content

Unlike the traditional media platforms where visibility often depends on creators, such as advertising budgets or associations, TikTok offers a more democratic environment for content producers. The platform’s algorithm prioritizes content based on engagement rather than number of followers, meaning that even users with few followers have the ability to reach a wide audience if their content resonates.

This level playing field has allowed startups to create content based on quality and creativity, not on their financial resources. Whether it’s a homemade skincare product, a unique fashion accessory or a niche service, TikTok offers these entrepreneurs a platform to present their offerings and attract customers organically.

Virality and the power of trends

One of the defining characteristics of TikTok is its culture of virality and trend. Trends can emerge and spread quickly across the platform as users participate in challenges or recreate popular content. For startups and freelancers, leveraging these trends can transform exposure and engagement.

Companies can improve their chances of targeting popular trends with their content or creating their own unique trends for them, going viral and reaches millions of viewers overnight. This viral potential has led to countless success stories from small businesses and independent creators who have gained broad recognition and customer engagement through TikTok.

Fabrication Authentic connections

The main appeal of TikTok lies in the emphasis on authenticity and authentic connections. Unlike quieter platforms where users may feel compelled to present a neat image, TikTok encourages users to accept their quirks and imperfections. This authenticity resonates with an audience that aspires to real interaction with brands and creators.

For emerging companies and independent entrepreneurs, this means that building a loyal customer base on TikTok is not just about promoting products or services, it is also about developing meaningful relationships with your audience. By sharing their personal stories, values and passions, Entrepreneurs can create a strong emotional connection with their followers that builds brand loyalty and customer trust.


In conclusion, TikTok and other emerging social media platforms are revolutionizing the landscape of business and entrepreneurship, providing fertile ground for startups and self-entrepreneurs to flourish. Through its focus on short content, democratized production environment, and emphasis on authenticity, TikTok offers unparalleled opportunities for individuals and businesses to connect with audiences and achieve unprecedented success.

As we continue to witness the evolution of social media, it's clear that platforms like TikTok will play a pivotal role in shaping the future of entrepreneurship and digital marketing.

However, amidst this wave of innovation, it's essential for entrepreneurs to remain adaptable and creative in their approach, seizing the opportunities presented by these platforms while staying true to their brand identity and values.

Looking ahead, the potential for growth and engagement on TikTok and similar platforms is immense, and those who embrace this new era of social networking stand to reap significant rewards in the ever-expanding digital landscap

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