It might seem that in an age of mass production and advanced technology, the handiwork of artisans is doomed to failure. Nothing could be further from the truth, say traditional entrepreneurs who have found their niche in social media.
Social media sites such as TikTok are generally associated with Gen Z and modern, digital entertainment. However, it turns out that some age-old topics, such as crafts, are perfectly suited to it.
"Traditional content is very popular because it's something we don't see every day. Craft is laced with that little bit of mystery," said Łukasz Gabler, TikTok public policy and government relations manager CEE.
He told Euronews that videos shot by craftspeople are very attractive to viewers on TikTok.
"It's what happens in the craftsman's workshop. Showing that creative process. Often, working with raw materials is interesting for the digital audience," said Gabler.
"And when someone allows you to look in the back of the workshop... it also builds a bond between the user and that object, and that particular entrepreneur," he added.
Artisans using social media are not just doing it for entertainment. It is an important tool for them to run, grow, and advertise their businesses. As Gabler points out, TikTok is a resource for small-scale entrepreneurs to learn about customer needs and opinions. It also makes it easier to reach people from all over the world.
"[TikTok] allows us to look beyond Poland's borders and see what a foreign customer wants. And this, in turn, builds an opportunity for small businesses to go global with their products," explained Gabler.
More than 900 million videos have been published on TikTok under #craft.
The interview with the expert was conducted during the 34th Economic Forum, of which Euronews is a media patron.
