"Traditional content is very popular because it's something we don't see every day. Craft is laced with that little bit of mystery,"
"It's what happens in the craftsman's workshop. Showing that creative process. Often, working with raw materials is interesting for the digital audience,"
"[TikTok] allows us to look beyond Poland's borders and see what a foreign customer wants. And this, in turn, builds an opportunity for small businesses to go global with their products,"
Craft and traditional content performs strongly on short-form platforms because it showcases uncommon processes and a sense of mystery. Videos filmed in workshops reveal creative processes and working with raw materials, drawing digital audiences. Allowing viewers to see behind-the-scenes fosters bonds between users, objects, and individual artisans. Social media platforms serve as practical business tools that help artisans advertise, learn customer preferences, and scale. Short-form video platforms enable small-scale entrepreneurs to reach international customers and expand sales opportunities. Over 900 million videos have been published under the #craft hashtag on TikTok.
Read at euronews
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