In the rapidly evolving digital landscape, TikTok has emerged as a powerful force reshaping the world of brick-and-mortar retail and tourist destinations. This social media phenomenon is not just changing how consumers discover new places; it’s fundamentally altering their expectations of physical spaces and experiences.
The TikTok Effect on Visitor Behaviour
The influence of TikTok on consumer choices is profound and far-reaching. Destinations that might have once relied on traditional word-of-mouth or travel guides are now finding themselves thrust into the spotlight through viral videos.
FAO Schwarz in New York City has a number of “TikTok-ified” experiences, such as the piano, which was immortalized in the movie “Big”, which has guests try their best to recreate the famous scene live in the store. Kids may not realize the history of a piano, as they may be looking for the Jellycat Diner, which is a pop-up experience that’s the next evolution of Build-a-Bear mixed with the showmanship and “merchantainment” from the Disney Parks.
Build-A-Bear itself is starting to see surge in foot traffic, driven by TikTok trends showcasing the nostalgic appeal of creating custom stuffed animals.
This shift represents more than just a change in marketing channels. It signifies a new way of experiencing and interacting with physical spaces. Visitors are no longer passive consumers but active content creators, constantly on the lookout for shareable moments and unique experiences.
Reimagining Physical Spaces
The challenge for many businesses lies in creating TikTok-friendly environments without compromising their core identity or alienating non-TikTok users. The Lexington Candy Shoppe in NYC offers a masterclass in striking this balance. By embracing their traditional methods of preparing classic Coca-Cola recipes and allowing staff to be filmed, they’ve created a perfect blend of authenticity and social media appeal.
This approach requires a delicate touch. It’s about identifying elements of the business that are naturally captivating and finding ways to highlight them. For some, this might mean redesigning spaces to include more visually striking elements or interactive displays. For others, it could involve training staff to be more camera-friendly or creating designated areas for content creation.
The Viral Potential
Understanding what makes content go viral on TikTok is crucial for businesses looking to leverage the platform. Successful TikTok content often shares common characteristics:
- Visual appeal: Striking or unusual visuals that catch the eye in a crowded feed
- Authenticity: Genuine, behind-the-scenes glimpses that feel exclusive or intimate
- Interactivity: Experiences that viewers can easily imagine themselves participating in
- Novelty: Unique or surprising elements that stand out from the everyday
Businesses are finding creative ways to incorporate these elements. Some are creating interactive art installations, others are offering behind-the-scenes tours, and some are even designing entire experiences around current TikTok trends.
Balancing Act: TikTok Appeal vs. Customer Experience
As businesses rush to capitalize on TikTok’s popularity, a new challenge emerges: managing the influx of social media-driven visitors without compromising the experience for other customers. This balancing act requires careful planning and execution.
Strategies being employed include:
- Timed entry systems to manage crowd flow
- Designated “content creation” zones to minimize disruption
- Special events or hours catering specifically to content creators
- Staff training on how to assist with content creation while maintaining service standards
The Future of Physical Spaces in a Digital World
As we look to the future, it’s clear that the line between digital and physical experiences will continue to blur. Successful businesses will be those that can seamlessly integrate both worlds, creating spaces that are not just Instagram-worthy, but TikTok-friendly, all while maintaining their core identity and values.
This might involve incorporating augmented reality elements, creating ever-changing installations to encourage repeat visits, or finding ways to make even mundane aspects of the business into shareable moments.
The rise of TikTok and similar platforms represents both a challenge and an opportunity for physical businesses. Those that can harness the power of these platforms stand to gain enormous visibility and engagement. However, success will require constant innovation, authenticity, and a deep understanding of both the digital landscape and the core values of the business.
As we move forward, the most successful destinations will likely be those that don’t just adapt to TikTok, but use it as a tool to enhance and amplify what makes them unique. The future of retail and tourism isn’t just about being seen on TikTok—it’s about creating experiences worthy of being shared.
