TikTok
Credit: TikTok // @4generationscreations, @decade_studio, @akmackellar

Gorgeous gorgeous businesses make little videos and get lots of views

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.

Decade Studio

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 consumers. One comment suggested that Decade’s site include photos of models sitting down (for wheelchair users)–and boom, they did it.

@decade_studio Reply to @rilesd11 when a woman designs the jeans ? #smallpockets #jeanspocket #denimyourway #femalefounder #design #jeans ♬ chicken tikka - hannah

4 Generations Creations

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 When this happens ? #sewing #ribbonskirt #emotionaldamage #smallbusiness #sewingtiktok ♬ Emotional Damage - Asian Level Tiktok Edit - TannerPls

AK MacKellar

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.

@akmackellar For my knee pain besties — keep building your lower body strength slowly! You got this ? #freetomove #bodyinclusive ♬ abcdefu - GAYLE