TikTokNext up in our Small and Medium Business spotlight series is Monaghan's finest, Helen Drumm, owner of Sound Quality Gifts. Helen initially started experimenting with TikTok for a bit of fun and very quickly gained a global fanbase for her business. Helen took part in TikTok's Advance Programme* with the goal of increasing her follower numbers and overall enagement. Thanks to the advertising campaign on TikTok, Sound Quality Gifts saw an impressive 47% increase in followers. We sat down with Helen to hear about her approach to making TikTok's and find out how its impacted on her business.
Q: What inspired you to start posting on TikTok?
A: The inspiration came from my son. He told me, "Mam, you have to get on TikTok". I didn't even know what TikTok was to tell you the truth! He just said to me, well, there's a song out there and it was trending at the time - Megan Trainor, I Am Your Mother. So the day before Mother's Day, I picked up one of my famous umbrellas. I just played the song with some new lyrics:, "I am your mother, you listen to me. Last minute umbrella Mother's Day gift." It was an instant hit and suddenly I was getting loads of messages telling me I was famous on TikTok. I just laughed, but then I saw the views and I was blown away.
Q: When it comes to running your business on TikTok, what do you think works and what do you think doesn't work?
A: People think that TikTok is just brilliant for younger people, but its great for all ages. We had a big 40th high school reunion recently and the girls all said ‘Helen, all my children are mad about you!’ So I had to get them to join the app to see what the fuss was about. TikTok is great for getting people from all around the country into the shop to have a look.
Q: Is there a memory or a moment that stands out to you that is a highlight of last year that has directly come from your presence on TikTok? A: A lot of people come into the shop to see me, most of my content is fun and games and having the craic. When people come into the shop, they usually can’t believe I have the same energy as I do off-camera! I love talking to anyone who comes into the shop to visit me. One particular memory that stands out is a family that came from Dublin to the shop to see me. I was showing them around the shop when I pointed to one particular piece that I loved. It wasn’t a sales pitch, but we sell this family tree ornament where you put your finger on ink, onto the tree and sign your name. I told them that every family should have one in their house. Next thing, the mammy started to cry, and I hugged her then because I knew that her daughter wasn’t well and receiving treatment so that’s why they were out and about making memories. They said coming into the shop was the best counselling session they ever got. Before they left, we all held hands and sang a rendition of ‘Que Sera, Sera’ and videoed the special memory. The mother asked if I would upload it to TikTok so I did. Since then, their beautiful daughter has passed away. I’m still in touch with her mother who tells me she was delighted with the video. So that makes me love my business, even if I should never make a cent again - having those memories last forever.
Q: What is your favorite TikTok you made in the last year and why is that? A: The Barbie one has been huge. What had happened was, I had said to the girls that because I was getting so popular on TikTok, I'll take you all out to see the new Barbie film and before that, I'll take you all for your tea. I said all I ask is that you wear anything in pink. One of the girls filmed the day. It was about a minute and a half. And the video got over 1.7 million views!
Q: What advice would you have to SMBs trying to start off on TikTok?
A: My tip would be don't be copying anybody else. Be original. Be yourself. Be who you are. That is so important - being who you are. There's no other shop in Ireland that you can go to where you can actually sing with the owner, dance, and tell your story. You have to have your own originality.
*The TikTok ADvance programme launched as a pilot in Summer of 2023 The goal of the programme, which ran from August-December 2023, was to learn more about, and support the SMB TikTok community in Ireland.
For more information on how to get started with TikTok Advertising, please visit TikTok For Business
