TikTok steps up support for Latinx community and businesses

November 1, 2021

CultureSuccess StoriesSmall Business

In 2020, Latinx small business owners became the fastest growing business minority group in the United States, according to areportby the Stanford Latino Entrepreneurship Initiative. From tech start-ups to family restaurants to fashion designers, these entrepreneurs are following their dreams and making their mark on the world—and on TikTok.

Small businesses are thriving on TikTok, a video content platform that makes it easy for brands to connect with their communities and reach new audiences. In support of Latinx Heritage Month, we’ve promoted Latinx-owned and -operated businesses through special initiatives like the #LatinxBusiness hashtag to ensure these businesses reach new audiences during last month’s celebration of Latinx culture and community.

TikTok joined the nation to celebrate Latinx Heritage Month, more commonly referred to asNational Hispanic Heritage Month,(September 15 to October 15) and pay tribute to the generations of Latinx Americans that have positively impacted our society and the world. Officially known as National Hispanic Heritage Month, the observation began in 1968 as a week-long event and was expanded to a full month in 1988 by President Reagan. It honors the diverse cultures, stories and contributions of US citizens whose ancestors hailed from Mexico, the Caribbean, Spain, and Central and South America. The 30-day period spans several significant dates, including the anniversary of independence for Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua (all on October 15), Mexico (October 16), and Chile (October 18), as well as Día de la Raza (October 11).

Trailblazers and storytellers. Influencers and activists. Artists, performers and small business owners. TikTok’s hugely diverse Latinx community is making an impact across world culture, entertainment and business. To amplify their voices even more, we launched theTikTok Latinx Creativesincubator program in partnership with multi-platform media company MACRO. We selected 150 emerging Latinx creators and music artists to participate in the 10-week program that started in October and features access to a series of educational events, workshops and community-building forums. Also on the guest list: some of today’s most influential Latinx celebrities and entrepreneurs—plus exciting mentorship opportunities for Latinx artists to advance their creative journey.

We also unveiled our second group ofLatinx TikTok Trailblazersjust in time for Latinx Heritage Month. Each of these digital entertainment leaders was nominated by their community for their authenticity, passion and vibrant creative spirit. We put the spotlight on these go-getters with special interviews, promotions, and themed programming on TikTok. And earlier this year, we teamed up with the Hispanic Heritage Foundation to introduce the grant program#CreciendoconTikTok.Funded at $150,000, the program offers financial assistance for Latinx small business owners who have championed perseverance and hard work on TikTok through the COVID crisis.

Every day our platform welcomes new Latinx businesses that want to connect with our massive community of highly engaged consumers. Brands are finding a revolutionary marketing landscape where users actively share products, promote small businesses and generate content that gets seen around the world. It’s an incredible opportunity for Latinx businesses to expand their reach. We want to help them grow, which is why we created the#LatinxBusinesshashtag.
#LatinxBusiness gives Latinx businesses a space to tell their stories—and a place for the TikTok audience to share their favorite Latinx brands. We started the celebration with a special #LatinxBusiness in-app promotion to kickoff Latinx Heritage Month from September 22-24, and the hashtag has already garnered over 248 million views.

Latinx business owners are seeing results on TikTok, whether they run beauty brands, decor shops or game companies. More importantly, they’re empowering the Latinx community and inspiring other business owners just like you with their success—and with their words:

“No matter who you are or where you’re at, if you can think it—believe it—you can create it and make it your business,” says Christen Dominique, whose company Dominique Cosmetics has more than 350,000 TikTok followers. “You can do it.”@christendominique

Mike Alfaro’s popular card game Millenial Lotería, a hilarious parody of the classic Latinx game "Lotería," has earned 139,000 TikTok followers by resonating with the Latinx community. “At Millennial Lotería, we’re not in the game business,” he says. “We are in the representation business, and we want to showcase what it’s like to be a young, modern, Latinx person living in the United States.” @millennialloteria

“Believe in your vision,” says Ana Flores, founder of the community organization We All Grow. “Let the naysayers go, and instead find and create that tribe…that truly sees and honors your vision and is there to support you and open doors.” @weallgrowlatina

Your brand can find its tribe on TikTok. Our Latinx community is engaged, active, and hungry to support Latinx-owned and -operated businesses on a global scale.

Latinx business owners connect with a diverse international audience on TikTok, tell their stories, and make their voices heard. Because at TikTok, celebrating culture and community is more than just one month of the year—it’s what we’re all about. We’ve made it our mission to spark creativity and spread joy on a come-as-you-are platform where everybody feels included, celebrated and respected. And all of this is just the beginning of our commitment to support the Latinx community and provide a platform for Latinx brands.

If you’re a Latinx business owner and would like to learn how TikTok can help you thrive, you can check out other#LatinxBusinessstories and/or visit ourSmall Business Resource Center.