Mall of America Helps Retailers Get TikTok Famous
August 4, 2022
Susana Mendez stands in front of her jewelry counter at Mall of America, extended arm holding a phone to record herself lip syncing to “Despecha” by Spanish pop singer Rosalia. She gives the video a sparkle filter before posting to TikTok. Goofing around while on the job? Hardly. Mendez is leveraging one of the most powerful marketing tools available to a small business owner, and the mall wants to help.
Mall of America has been proactive about extending the shopping experience beyond its mega walls, even launching an e-commerce platform so consumers can “shop the mall” from home. MOA has also proven itself a social media powerhouse, now with 210,000 TikTok followers and more than 4 million “likes” to its credit. Next frontier: helping some of its newer, independent tenants leverage the platform to benefit their small businesses.