There's nothing like a viral video to
make a business blow up (that's Gen
Z for prosper, oldies). Video-sharing
app TikTok has turned social media
marketing into an entirely different
game, and these B.C. companies are
in it to win it.
■ SWEAT IT OUT
AK MacKellar's TikTok is all about
LGBTQ+ and body-inclusive fitness,
and their company, Free to Move,
provides livestreamed fitness
classes and a six-week mindset
renewal course called EmpoweredU.
Their videos include accessible
fitness tutorials like Knee Friendly
Leg Workouts and True Beginner
Indoor Cardio, plus informative and
comedic quips on unlearning toxic
fitness culture. @akmackeller
■ PERFECT FIT
Vancouver-based Decade Studio
uses TikTok to demonstrate how
its non-stretch "ratio fit" jeans are
different from fast-fashion denim,
but also to communicate with con-
sumers. One comment suggested
that Decade's site include photos of
models sitting down (for wheelchair
users)–and boom, they did it.
@decade_studio
■ PROGRESS REPORT
Secwépemc artist Ashley Michel
of 4 Generations Creations
makes TikToks documenting behind
the scenes of sewing Indigenous
ribbon skirts: the good (glitzy
sequin organization videos), the bad
(stitch rips and beader struggles)
and the great (motivating posts
about doing what you love).
@4generationscreations
•
GOING
VIRAL
Local businesses
turn to TikTok for marketing
muscle
by Alyssa Hirose
ON T R E N D
TIKTOK: FREE TO MOVE JANUARY/FEBRUARY 2022 BCBUSINESS 65
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