With the pandemic, the use of social media increased. Some business owners, who have Instagram and Facebook, are also trying TikTok.
Being owners of their own business is the dream come true of the husbands Andrés Del Pozo and Fiorela Yunga.
In February 2020 they created Empapate, a small company where they offer French fries served in a kind of cone with different combinations.
They have been in the Guayaquil market for more than a year and their movement on social networks has been permanent.
They started on Facebook and Instagram and this last social network is the one with the most interaction. In fact, they have 42,862 followers and this is due to their strategy of marketing.
“We looked for new ways and we learned to be recursive, We worked on the image of our brand in networks, taking advantage of all the platforms and studying which was the best, according to our product and target audience ”, indicates Del Pozo.
Social networks, strategic allies for entrepreneurs in Ecuador
After its impact on this social network They searched for another niche during the pandemic. This time on TikTok and it has worked for them.
“TikTok helped us to quickly become viral among the youngest and children, in our first viral video we raised our sales by 200%. We now have more than 128,000 followers and our most popular video has two million views, ”says Del Pozo.
TikTok, according to a study by Statista, an international consumer information and market data provider, has had a great growth.
And one of its main characteristics is its young audience, generally under 30 years of age. For example, The percentage of tiktokers under the age of 30 in the United States is around 60%. A similar pattern is repeated in China with 48%.
But, Is TikTok empowered for entrepreneurs? According to experts, it depends on the business areas. Not everyone works the same as Soak.
“The entrepreneur must be in the social network where their clients are, I should not go to the naked social network or the one that makes the most noise, “he says Guillermo Maldonado, director of the Entrepreneurs Club.
Explain that if the owner of a business offers a product for young people it must be on TikTok, if it is a service to companies, the correct one is LinkedIn. But, if it is about services or products aimed at women, the ideal is Instagram. and On Facebook there is a mix of all.
Maldonado suggests analyzing the turn of the business and according to that go to the correct social network.
With this agrees Paola Aulestia, consultant for small and medium-sized companies. States that TikTok is new, but it is still an organic tool.
“There are many entrepreneurs who are using it, even professionals who provide their services. It is an organic tool, which cannot be advertised. On Facebook you read the algorithm ”, says Aulestia, who emphasizes that it is related to the niche.
He comments that while advertising is paid, the publication is more visible as is the case on Instagram, Facebook, LinkedIn and others.
Between $ 20 to $ 100, they calculate entrepreneurs who are losing due to the fall of social networks, a tool where the majority of clients in Ecuador concentrate
According to Statista, Facebook, YouTube and WhatsApp are the networks with the most users. Followed by Facebook Messenger, Instagram, WeChat and TikTok.
Experts indicate that Although the pandemic accelerated the visualization of entrepreneurs on social networks, platforms should not be trusted as the only means of sales.
Last October, the social networks WhatsApp, Facebook, Instagram and Facebook Messenger stopped working and this not only affected communication between citizens, but also entrepreneurs.
This newspaper recorded sales drops of $ 20 to $ 100 per business in just hours. Some owners had posts scheduled and they got lost.
Faced with these eventualities, Maldonado suggests the entrepreneur to create their database.
“Asking for e-mail and thus building newsletters, customer base and hopefully it will allow them to have a solid base,” he says, adding that this is how he is gaining loyalty.
All these procedures, according to Aulestia, They are linked to strategic planning and within this the digital one. (I)
Paul is a talented author and journalist with a passion for entertainment and general news. He currently works as a writer at the 247 News Agency, where he has established herself as a respected voice in the industry.
