TikTok as the New 'Word of Mouth' for Small Businesses

For decades, word of mouth has been the lifeblood of small businesses—a trusted recommendation from a friend or neighbor that keeps customers coming back. But today, the landscape has shifted. Platforms like TikTok have turned this age-old phenomenon into a digital force, amplifying voices, brands, and stories to reach millions in mere seconds.

For businesses like The Vegan Kitchen by Sulo and Burnt Orange Media, TikTok is not just a social platform; it’s a game-changer—a modern megaphone reshaping how small businesses connect with their customers.

Burnt Orange Media: Amplifying Visibility for Others

Amra, founder of Burnt Orange Media, is a creative force behind many impactful marketing campaigns, but her approach isn't just about numbers—it’s about simplifying the process of boosting brand visibility. One of her most impactful projects came when a comfy & cozy café in Colombo approached her for help. Despite offering a beautiful environment, vegan-friendly dishes, and an ideal spot for book lovers, the café was struggling to attract attention. “They had everything—but it was a hidden gem,” Amra explains. Without a clear way to connect with the right audience, the café was being overlooked.

Amra turned to TikTok, recognizing its power to showcase authentic stories and build community. Armed with insights from the TikTok SMB workshop, she crafted a campaign that brought the café’s charm to life. The goal wasn’t just to highlight the café’s menu or ambiance, but to tell its story—how it created a space for people who loved to read, enjoyed vegan food, and needed a quiet place to unwind.

The results were immediate. One UGC video, capturing the peaceful atmosphere and inviting vibe of the café, went viral—gaining over 120,000 views. “It wasn’t just the views that mattered,” Amra says, “it was the connection we built with the right audience.” By showcasing what made the café unique, Amra tapped into a community of like-minded individuals who appreciated the same values the café stood for.

Her golden rule for SMBs? Consistency. “Keep creating, even if your initial numbers are low. Over time, the algorithm will become your friend.” Her client’s success story is a testament to the power of staying the course.

The Vegan Kitchen by Sulo: From Love Story to Brand Story

Sulo’s journey with The Vegan Kitchen by Sulo began in 2016, but it wasn’t just a business—it was a labor of love, deeply tied to her life and values. Inspired by her husband’s vegan lifestyle, she began crafting plant-based sweets and savory treats, initially just for him. What started as a simple act of love quickly blossomed into a business, fueled by the support and encouragement of friends and family. Before long, Sulo found herself at the heart of Sri Lanka’s growing vegan movement, offering a fresh perspective on plant-based cuisine.

But in today’s digital world, having a great product is only part of the equation—it’s also about visibility. This was the challenge Sulo faced as she grew her business. "At first, TikTok was incredible for making connections," Sulo recalls. However, after taking time off to welcome her baby, she found herself overwhelmed by the platform’s rapidly changing features and struggled to keep up.

That’s when everything changed. Sulo attended a TikTok SMB workshop in Colombo, and the experience was nothing short of transformative. “The tips, tricks, and support I got were invaluable,” she says. Armed with new insights, Sulo decided to give TikTok another try. She uploaded a simple video showcasing one of her vegan creations—and the results were immediate and exciting. The video gained over 500 views, and with it came an influx of positive feedback and engagement from her audience.

"For me, after such a long break, seeing that kind of response was overwhelming," Sulo shares. To her, it wasn’t just about the views—it was proof that TikTok had become the new word of mouth for her business. Now, she swears by her advice for fellow SMBs, which is rooted in education and relationships: “Attend workshops, understand the platform, and build connections with influencers. Study how they approach trends and bring fresh perspectives—it’s incredibly inspiring and effective.”

A New Era of 'Word of Mouth'

What makes TikTok such a powerful tool for small businesses? The answer lies in its unique approach to content and engagement. Unlike traditional advertising platforms that often favor polished, expensive campaigns, TikTok thrives on authenticity. Its platform doesn’t prioritize production value; instead, it amplifies content that resonates with audiences.

TikTok is rewriting the rules of customer connection. What was once a slow, personal process has become a global phenomenon, where likes, shares, and comments drive visibility. For SMBs, this means unparalleled opportunities to grow, engage, and thrive.

Sulo and Amra’s experiences highlight TikTok’s potential as a transformative tool for SMBs in Sri Lanka and beyond. It’s not just a place to go viral—it’s a platform to build relationships, share stories, and reach audiences that once seemed out of reach. As TikTok continues to redefine word-of-mouth marketing, small businesses have a unique opportunity to embrace this new era of digital storytelling. 

Whether it’s a vegan food brand or a quaint café, the audience is out there—waiting for the next great story, one video at a time.