These digital-savvy creators are turning their passion projects into profit with minimal startup costs.
Senior University Lecturer in Digital Marketing, Dr Violetta Wilk, says young entrepreneurs are moving away from traditional media as it struggles to reach their target demographics.
“Social media is an incredibly important part of starting up a business of any kind in this digital age…
Platforms like TikTok and Instagram have really proved themselves to be great forums for global exposure for small businesses,” says Dr Wilk.
With the help of these platforms, locals are turning their small business dreams into a reality while sharing their heartfelt passions.
Pilates princess with a passion
PRIPILATES founder, Priya Poinen, never imagined that her personal Pilates-focused Instagram account would eventually lead to the launch of her own small business.
“People really underestimate me as a young girl who teaches Pilates.”
Over time, she cultivated a dedicated community of followers and began offering her own mat Pilates classes via Instagram.
“I wanted to grow a community that I already had made from Pilates.”
The PRIPILATES community has expanded to over 1,300 followers on Instagram in just two years, fuelled by a mission to make mat Pilates affordable and accessible to all.
“I want to create a space that’s inclusive, comfortable, free to move in and not somewhere where you feel judged to wear something or do something in a particular way”, says Priya.
This Perth Hills small business has flourished online, thanks to the ease with which clients can discover and engage with its range of products and services.
“I think social media is really important if you’re growing a small business.”
Second-hand style with sibling flair
Clothing brand Revamp Vintage leans on the nostalgic ‘90s and Y2K aesthetic to appeal to its nearly 1,500 followers on Instagram.
Sibling founders, Mason and Mackenzie Houlahan, have always had a passion for vintage clothing and rare pieces with a story to tell.
Social media has been vital for the launch of the Revamp brand, despite being intimidating.
“We knew we’d regret not trying, and there is never a ‘perfect’ time to start, so we decided to just go for it…
When we launched in February, within 20 minutes, we already had our first sale.”
They say the brand grew organically, starting with friends, then expanding across Perth, and now shipping vintage items nationwide.
Each of the Revamp Vintage social media platforms offers a different perspective of the brand to its followers.
“TikTok is where we share our funnier, more spontaneous behind-the-scenes moments, while Instagram mixes educational content with curated carousels that showcase our pieces.”
Demonstrated through their recurring Realistic Day Op Shopping social media series, which offers an authentic look at how items are handpicked from markets and op shops.
“Some days we find treasures, other days we find nothing, and we share it all.”
One of their most popular videos, with over 90,000 views, marked a turning point when Mason and Mackenzie started adding their personalities to the voice-overs.
“Instead of plainly describing the day, we injected humour and personified the pieces, giving them a backstory and personality,” says the siblings.They have discovered that infusing their unique personal flair into their small business fosters a genuine connection with their followers.
“By pairing strong visuals with storytelling, our customers create a personal connection with the piece before they even click ‘buy.’”
Have young business owners found the recipe for success?
Dr Violetta Wilk observes that micro-influencers promoting their small businesses often appear more genuine and trustworthy to digital users.
“Customers will want to know who this person behind this product or service is that I’m purchasing, in particular, if it’s a small business.”
Small business owner, Lilli Franklin, has been sharing her custom bakery creations with family, friends and those in her local community via social media.
“Definitely the more I post, the more orders I have coming through…if I didn’t post, no one would know about it otherwise.”
The young baker behind lillismessykitchen based in the Perth Hills, attributes the surge in orders to her growing social media presence and the support of her customers, who regularly report her creations.
“Just by posting myself, a lot of people are reposting, it really helps.”
Could she be the next small business owner to harness the power of social media, transforming her passion for baking into a thriving side hustle?
