Thrive Guide - 2023 - 23

CONSUMER TRENDS
industry, we cannot ignore TikTok anymore.
This platform is growing by leaps and bounds,
and it's not just young people anymore. They
have a huge engaged user base of 50 million
daily active users - I'm doing a report on it
right now - and more than 55% of them are
25 or older, while 37% are 35 and older, so it's
not just young people anymore. I was really
surprised by that. I definitely thought it was
just young people doing these dance videos,
but it's really not. People are going to the
platform for gardening content, for investment
advice, for book recommendations. "
She says all garden centers need to have a
profile on TikTok - not necessarily to be active
on, but so that people can tag them.
Need some inspiration or motivation to
Garden Media Group owner Katie Dubow
had been actively avoiding one of the trends
featured in her company's Garden Trends
Report this year - but she encourages garden
centers not to do so.
" The TikTok trend ... was something that I
had been ignoring, not only in my professional
life but in my personal life, " she says. " I hadn't
joined TikTok, I was really kind of anti-TikTok
and my younger colleagues convinced me that
I can't ignore it anymore. When you look at
TikTok, it is one of those platforms that is huge
in gardening - gardening is one of the top four
most talked about things on the platform.
" My colleague showed me some of the
influencers that were on there - how users
are walking around garden centers, doing
garden center tours and the garden centers
they're touring are not on TikTok. There's
nobody there to comment, nobody there to
like it. So it really helped me see that, as an
join? Check out some other garden centers'
accounts. " I see some garden centers doing
it really well, like Tonkadale [Greenhouse in
Minnetonka, Minnesota], " Dubow says. " They
are doing it really, really well. But I don't think
that you have to be [posting every day], but
you should be there to see when you're being
talked about. "
She says the best way to participate in
TikTok - and social media in general - is to
partner with influencers.
" I think the best way to share your message is
to have somebody else tell your story, " Dubow
says. " Instead of you saying how great you are,
if someone else says how great you are, it's a
little bit more believable. I think working with
influencers is a wonderful way on the platform,
and garden centers should work with microinfluencers.
The TikTok influencer that has 100
million views might not be the right fit, but
find some local people who are doing those
garden center tours of your garden center and
comment and engage with them.
LGRMAG.COM | 23

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