TikTok, often seen as the domain of viral dances and short-form entertainment, is proving to be an unlikely champion for traditional craftspeople. This social media platform, beloved by Gen Z, is experiencing a surge in “traditional content” – like crafting tutorials and behind-the-scenes glimpses into workshops – attracting millions of viewers worldwide.
This unexpected trend is reshaping how small businesses operate, particularly those steeped in artisan practices. Łukasz Gabler, TikTok’s Public Policy and Government Relations Manager for Central and Eastern Europe, highlights the unique appeal of craft videos. “Traditional content is very popular because it offers a sense of mystery that we don’t encounter every day,” he explains to Euronews.
Gabler notes that viewers are drawn to the authenticity of seeing the creative process unfold in real-time: “It’s what happens in the craftsman’s workshop… Showing that creative process,” he says. “Often, working with raw materials is interesting for the digital audience.” This glimpse into the craft world fosters a connection between the viewer and both the final product and the artisan behind it.
But TikTok isn’t just entertainment; it’s becoming an essential tool for artisans to build and grow their businesses. This online platform offers small-scale entrepreneurs valuable insights into customer preferences and global market demands. Gabler emphasizes that “[TikTok] allows us to look beyond Poland’s borders and see what a foreign customer wants.”
This expanded reach empowers artisans to connect with a wider audience, ultimately facilitating the global expansion of their handcrafted products.
The sheer volume of engagement speaks volumes: over 900 million videos on TikTok have been published under the #craft hashtag – a testament to the platform’s growing influence in the world of handmade goods.
