Small Business TikTok with Carolyn Butler

Dena and Melissa welcome Carolyn Butler, CEO of Borobabi, to the podcast this week!

Before the interview, they discuss the new song trend “I was busy thinking about” from “Boys” by Charli XCX. The audio was created by @harusohmasbestie, we mention videos from  @chaselee, @21adw, @wavy350_jv, @graceisntavailable. The trend asks creators to caption the video with someone mundane or extraordinary that they are stuck thinking about. Like, why don’t we burn trash in volcanoes?

Then, we explain Small Business TikTok, featuring videos from @aj.rantz and @fashionablysurfed. Founders use TikTok to explain their “why” for starting their own businesses. The stories are inspiring and hopeful. Many small businesses have found viral success with TikTok videos, and continue to post about their endeavors. Like most TikTok content, there’s an authenticity about their stories. They share everything and are very transparent. As we heard from Carolyn later in the show, this results in even better conversion rates than they expected.

Bu using TikTok as a content platform to tell stories first, rather than a place to sell products or create ads, owners are realizing there’s much more potential for long-term connection and meaningful engagement that leads to real sales.

Interview with Carolyn Butler of Borobabi

Carolyn explains the concept of Borobabi and why they decided to create content for TikTok. (Maybe her friend and business school peer Dena’s newfound obsession with TikTok had something to do with it?) We hear about her team’s reaction after the first video went viral, how they struggled to keep up production, and she gives advice to other small businesses looking to promote their company on TikTok. Tune in to the episode to hear all her advice and learn more about the team’s strategy.

Check out www.borobabi.com to learn more about her business, and follow them on TikTok at @borobabi.