Coffee Culture Meets TikTok
Audrey Finocchiaro is a Rhode Island native and owner of the viral coffee shop The Nitro Bar. She tells an authentic story of how her dreams turned into reality. Finocchiaro utilizes the popular social media marketing platform, TikTok, to showcase her personal brand and the aesthetics of The Nitro Bar. Accompanied by her mini-mic, Audrey reels viewers in by placing herself in her coffee shop and interacting with her employees. Utilizing TikTok's latest trends and gossip, she asks them funny, light-hearted questions, creatively brewing in the coffee shop’s menu.
Whether that is asking her employees to make her something that will send her to the bathroom or instead, what Travis Kelce would order, viewers are hooked by the relevance to pop culture, as well as the aesthetically pleasing process of making coffee. This type of content has resulted in numerous videos that have gone viral that have left the coffee shop's TikTok account @thenitrobar. With an escalating 372.7K followers and 43.1M likes, Audrey has taken the reigns of creativity for the success of her Rhode Island small business.
Authenticity as a Brand Strategy
Particularly noteworthy is the authenticity of the brand's origin story. The funny and relevant content and marketing approach has been the cornerstone of the brand’s strategy and virality. However, this success did not come easy for Audrey. She transparently shares how her business started as a small coffee cart and she maxed out credit cards to pursue this dream. Therefore, Audrey does not rely on trends, but rather leans into telling the genuine story behind her small business. This is more compelling to her viewers and emotionally stirring for individuals who may have similar dreams and aspirations.
The Nitro Bar’s escalating TikTok presence is a clear example of how small businesses are utilizing relevant technologies, trends, and pop culture. This strategy helps shape their brand identities and overall boost traffic and obtain new customers for their businesses. TikTok has become a major arena for where Gen Z obtains news, discovers trends, and keeps up to date with things. Therefore, using this platform to market a business or product can be the key for successful social media marketing for many up and coming small businesses.
Transforming Feed to Feeling & Reality
Here at LikeyCo, we value influence and connecting “influence to experience.” Audrey Finocchiaro's success in social media marketing encompasses this idea. Business owners are strategically using their platforms and social media marketing trends to market the experiences attached to their products. Furthermore, trendy and innovative content creation can significantly impact consumer behavior. TikTok and other social media platforms are vessels for connecting consumers to these experiences. For many Nitro Bar customers, it is so much more than getting their blueberry latte’s. It is the experience of interacting with the employees, feeling a sense of belonging, and having an emotional connection to the brand.
No comments.