(Finally) Embracing TikTok for Concrete Cowboys

As a 1996er, I don’t fully identify with Millennials or Gen Z. What TikTok would call a “zillennial,” I’ve been on Facebook since age 11 and Instagram since 14. And of course, Tumblr somewhere in between the two. There’s no denying I’ve been chronically online for the majority of my life, switching seamlessly from platform to platform and learning the ropes with each post.

When TikTok came out in 2019 and exploded at the beginning of the pandemic in spring 2020, I was sure it would endure the same fate as Vine. A year later after constant encouragment from my friends and a generous helping of FOMO from not getting all the TikTok jokes, I downloaded the app. Overstimulated almost instantly, I could tell this was Gen Z social media at its finest. But the more I scrolled, interacted, and built a For You page that reflected my interests I realized the app is a much more powerful tool than I realized.

With the Instagram algorithm changing constantly and Facebook taking a nosedive in terms of organic engagement, I was eager to find a new way to connect customers with my vintage and up-cycled clothing business, Concrete Cowboys. In my work with clients, I slowly pivoted away from focusing on Facebook and Instagram to embracing LinkedIn as the best social network for organizations. But what worked for my non-profit clients wasn’t going to work for my slow fashion business. So finally, I turned to TikTok.

Several months ago, I created a Concrete Cowboys account and soon after began awkwardly posing for my iPhone camera in my vintage and embroidered clothes. Battling Vermont winter in a dark apartment, I relied on my ring light to illuminate my living room enough to show every last detail on each piece.

I’m still learning how to best capture the shorter-than-ever attention span of Gen Z with my earnest millennial content creation. But I’ve already reached more people on TikTok in the past month alone than I would’ve been able to achieve on Instagram. The moment I embraced change and a new platform, I became reenergized by the challenge.

Now, I spend a chunk of each day scrolling TikTok saving trending audio, taking note of video ideas, jotting down popular hashtags in my niche, and building my toolbox so I can show my clients the app’s potential. Looking ahead, I can’t wait to keep digging for more innovative ways to bring my brand’s message, and future clients’ messages, to fresh eyes.