The Power of Social Media: How Two Small Businesses Used Online Platforms to Thrive in the Pandemic
As one enters through the doors of this small, cozy store, customers know this is no ordinary shop. Thousands of Hot Wheels cars line the walls and glass shelves, as customers maneuver around each other through the tiny aisles. Enthusiasts could spend hours looking for their favorite die-cast car like the Camaro, Mustang and much more.
Playday Collectibles is a small Hot Wheels, die-cast and toy store off Whittier Boulevard in Whittier, California. Owner Manny Valdez has operated his store with around 50,000 cars since 2014. Just like other small businesses around the country, Valdez struggled in the beginning of the pandemic.
“I had to close the store for three months because it was a ghost town around here,” said Valdez.
March 2021 marked the infamous one-year anniversary of when the COVID-19 pandemic shut down the United States and the world. As big corporations thrived off the shut downs, small businesses were hit the hardest. According to CBIZ Main Street Index, 43% of surveyed small businesses reported a significant to severe impact on business due to the pandemic. The government tried to help small businesses stay afloat by providing loans and economic relief.
Yet Valdez did not take the help due to the lack of communication a business friend of his had trying to secure a loan from the government.
“If we’re a small business, they don’t care about us,” said Valdez.
Instead of waiting around and watching his business die, he found a solution to his problem.
“I had to advertise more because I was dying,” said Valdez, who took to social media to reach the masses.
Social media has become a tool for businesses big and small to get customers access to their product and get customers in-store. According to Social Media Examiner’s seventh annual Social Media Marketing Industry Report, over 90 percent of small businesses surveyed identified increased exposure as social media’s top benefit. In addition, it found that the use of social media cut marketing expenses for small businesses.
Valdez has utilized a variety of social media platforms. He has a YouTube channel, an Instagram and Facebook page, as well as a TikTok account. The most popular social media he utilizes is his YouTube channel. He frequently post videos about new product he gets in-store as well as videos of him hunting for rare Hot Wheels at Target and Walmart. He tries to get people familiar with his product and have customers come in-store.
Social media has also helped many people start up new ventures in a pandemic world like Aida Manalo.
Aida Manalo is a sophomore English major at Los Angeles Valley College and creator of Aida Nailed That, an Instagram nail business that sells custom press on nail sets.
Manalo started her business in September 2020. She had no intention of starting one before the pandemic hit but once it shutdown salons, she got the idea.
“In fact, I had created my business due to the fact that there was a pandemic,” Manalo said. “I wanted people to get luxury nails at an affordable price without worrying about getting COVID through a salon.”
In the beginning, she worked hard to make her business presentable. She made a logo, business cards and packaging that matched her vision.
She understands the struggle of being a smaller business.
“I’m still trying to learn how to properly advertise and have connections,” said Manalo. “There’s so much more to it than just making nails.”
Being on Instagram, Manalo tries to reach out to people to get them interested in her nails. For example, she looks through her followers and looks for people that fit her “brand” and have their own high number of followers. Then she asks if they would want a free nail set in exchange for them to post about the nail set and her page. By doing this, she gets exposure and gains new followers and traffic on her account.
Two different types of businesses that sell different products have used the power of social media. In a world where social media has become a cesspool of misinformation and negativity, small businesses like the ones highlighted have seen the greatness social media brings in regard to business exposure.
Valdez has seen a boom in business after millions of Los Angeles County residents have been vaccinated. Even though the pandemic nearly shut down his store, he still was optimistic about coming out strong after he was allowed to open. Valdez welcomes all newcomers into his shop and into the hobby he loves.
Manalo plans on selling her nail sets until she feels 100 percent safe going to salons. Though she has small amount of followers, she makes sure each custom order is to the liking of the customer. She has learned many lessons along her journey.
“I’m learning not to compare myself to other businesses because the only person holding me back is myself,” said Manalo. “With 191 followers, I have a lot to learn and a lot to fail in but as of right now, those are the constant lessons I’ve had to learn.”
