Belarusian Home Goods: Small Businesses Thrive on TikTok

Local Belarusian entrepreneur Алена, known online as alena_ya, is promoting her home textile business through short videos on social media. One recent video features a burgundy striped double bedsheet set, priced at 65 rubles. The set includes a 200x220 cm sheet and two 70x70 cm pillowcases, made of 100% cotton. "The fabric is breathable and soft," says Алена in her video. This type of marketing is increasingly common among small businesses in Belarus, utilizing platforms like TikTok to reach potential customers directly. The success of this strategy depends on engaging content and effective use of relevant hashtags. This approach offers a cost-effective way to reach a wide audience within a specific geographic region.