Small Business Spotlight: Antur Supply Co.👖

Meet Osian, owner of Antur Supply Co, a U.K.-based adventure lifestyle brand. Antur's signature innovation is performance denim: breathable, durable and functional jeans for everyday wear. Osian believes TikTok is a perfect platform to share the journey of his business. And the community loves to hear about it—his fan base on TikTok has grown to almost 90,000 followers.

Osian has used TikTok to grow brand love for his business. Here are his tips for telling your story.

Invite your audience to be part of your business.

Osian often gets his TikTok followers involved in his business journey and creative process. He even turns to them help make branding and product decisions, like choosing denim colors and logo designs. He believes that followers want to be part of your business and brand story, and these connections help to grow them into loyal customers.

Be true to yourself and customers.

TikTok is all about being true to yourself, and that goes for business too. Osian loves to show the behind-the-scenes of his fashion business, from getting orders to packaging for his customers. He also posts videos about his daily routine developing his product and growing his business.

Content should capture the truth of your brand: authentic, down-to-earth videos are the best way to resonate with viewers and turn awareness into purchases.

Consistency is key to success.

Osian says that posting regularly on TikTok is key. He started his TikTok journey with videos about starting a business from his bedroom, sharing things like his business inspiration, design and manufacturing process, and packaging orders in his home office. He wasn't expecting a large audience, but one of his early order-packing videos went viral, which gave him a sense of confidence. Since then, he has consistently posted videos to show his business journey and connect with his followers.

Build a community around your business.

All kinds of unique businesses find their niche on TikTok. Osian sees it not only as a marketing channel, but also a vibrant community where entrepreneurs can exchange tips and network. Through connecting with others on similar journeys, he says small business owners can hold each other accountable and motivate each other.

Take small steps over quick wins.

While some videos may go viral, your strategy shouldn't rely on them. Osian's advice is to keep taking small steps and you'll there in the end. Don't chase after overnight success; be patient and consistent about posting, and you'll gradually build a community around in your business. Show the world what really matters to your brand, and you’ll connect with the people who believe that those things matter too.

• Follow Osian on TikTok: @antursupplyco