American Express has partnered with TikTok to launch the Shop Small Accelerator, a new program to help small business owners reach a new generation of shoppers for Small Business Saturday on Nov. 26. According to American Express, the program will include an offer for eligible small business owners to earn a $100 TikTok advertising credit as well as access to tools and resources to think like content creators. Lifestyle creators Anna Sitar and Sofia Bella, along with small business owner Brandon Blackwood, will teach small business owners how to use TikTok as a search engine; leverage sounds, trends, hashtags and communities; and how to drive engagement with users. To help small businesses get discovered by new audiences, American Express has also partnered with musical artist Chlöe Bailey to create a “Shop Small Soundtrack,” which TikTok users can add to their content. “Our Shop Small Impact Study found that 67% of Gen Z users have shopped from a small business that was displayed on their for you page,” Elizabeth Rutledge, chief marketing officer at American Express, said in a statement. “Shopping small has a significant impact on helping local communities, with two-thirds of every dollar spent at small businesses staying within the local community.” Sofia
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