Millennials, adeptly termed ‘Corpreneurs’, are skillfully utilizing social commerce to etch their presence in the entrepreneurial market. Exemplifying this trend is Robyn Atwater, who moved from a corporate beauty career to pioneer a business in hair regrowth products. Using social media platforms like Facebook, Instagram, and Twitter, she successfully markets her products, driving awareness and sales through engagement and interaction.
Atwater began her foray into hair regrowth after facing hair loss upon turning 40. Sharing her journey and the positive results of her homemade remedies on platforms like YouTube, Instagram, and TikTok garnered her a substantial following. Her dedication paid off as her products became a market sensation, and what started as a personal endeavor morphed into a lucrative business.
Beyond personal sharing, Atwater expertly utilised social media to promote her products, particularly through a TikTok video demonstration that led to a sudden surge in sales. Despite the abrupt increase in demand, she scaled up her operations while ensuring product quality.
Major retailers such as CVS, RiteAid, Target, and Walmart have now taken note of Atwater’s brand. Her latest offering, CurlDaze, is exclusively sold at Walmart. Before her foray into entrepreneurship, Atwater was a housing economist for 12 years, balancing her career with online content creation. She attributes her online audience as significant in establishing her business’s consumer base.
NC State University’s study highlights social media usage by millennials, with 90% engaging with Instagram daily, 68% using TikTok, and 70% using Facebook for personal connections. Furthermore, approximately 42% of millennials learn something new on YouTube every week, with 36% using it for career development. LinkedIn also plays a significant part in the professional growth of millennials, underscoring the importance of social media in every facet of millennials’ lives.
The TikTok Shop feature has revolutionized shopping on the platform, allowing direct selling by brands, merchants, and creators. With a powerful algorithm and commission fees per transaction, TikTok Shop provides an affordable marketing solution. It’s transforming the way brands interact with consumers, promising an efficient and cost-effective channel for sellers in the competitive realm of e-commerce.
