More than 90% of South Africans access news via digital platforms, while only 30% rely on traditional print media. This shift is forcing businesses to meet customers where they are — online. 

Platforms like TikTok are at the forefront of this transformation, offering SMEs cost-effective ways to market their products and services. Viral content, direct audience engagement and storytelling-driven marketing have become the new norm.

This shift is evident in the success of hashtags like #TikTokMadeMeBuyIt (6.6M+ video posts) and #SmallBusiness (24.3M+ video posts), where millions of entrepreneurs showcase their products and connect with customers in real-time. But how do SMEs turn this engagement into actual revenue growth?

By leveraging authentic content and storytelling, I have built a thriving furniture design business — without traditional advertising. My success highlights an important shift: customers are no longer just buying products; they are buying into stories.

A Business Built on Storytelling: CloudHaus

My journey into furniture design was born out of necessity and creativity. With a background in architecture and a lifelong passion for design, I noticed a gap in the market for locally made furniture that balanced quality, affordability and craftsmanship. Instead of settling for what was available, I decided to create what I and my friends were looking for.

No one was making the kind of furniture that myself and my friends wanted, at a price we could afford. So, I decided to make it myself instead.

Rather than relying on expensive ad campaigns, I chose a different approach — sharing my creative process and business journey online. I started posting videos on TikTok, showcasing how I designed and built my furniture, giving people an inside look at my craftsmanship, inspiration and challenges along the way.

My community inspired me to fully embrace furniture design. They connected with my behind-the-scenes content and my passion for design. TikTok became the perfect platform for sharing my story and showcasing my work.

My authentic approach resonated with viewers, leading to organic engagement and growing sales. Customers weren't just buying furniture; they were investing in the journey.

Lessons for Small Businesses: Why Storytelling Works and How to Implement It

My story highlights a key takeaway for SMEs: customers connect with brands that feel personal and relatable.

Instead of focusing solely on the product, businesses should highlight their journey, values and the people behind the brand. This fosters trust, engagement, and ultimately, conversions.

Three key lessons from my success: 

  • Prioritise Storytelling over Direct Selling: People engage with relatable stories and genuine insights, not hard sales pitches.
  • Use Content to Build Relationships, not just Awareness: It's more than just responding to comments. I incorporate feedback into my designs and content, allowing my community to see their ideas come to life.
  • Leverage Digital Platforms Strategically: I've spent a lot of time analysing my favourite creators' styles and refining my content. That effort created a distinct visual and narrative style for CloudHaus.

The results speak for themselves. I have been able to reduce ad spending while increasing brand visibility and sales — a rare achievement in today's crowded marketplace.

TikTok has been a game-changer for CloudHaus. It's allowed me to reach a significantly larger audience without spending on ads. All I need is my phone.

What's Next for CloudHaus and the Future of SMB Marketing

My success doesn't stop with furniture design. As CloudHaus grows, I plan to expand my offerings to include custom interior design services and a new furniture collection. My background in architecture provides a natural pathway for scaling my business beyond individual furniture pieces.

My goal is to expand CloudHaus by offering custom interior design services and launching a new furniture collection. My architecture background allows me to broaden our scope and I'll document this journey on TikTok.

For SMEs looking to future-proof their marketing strategies, my journey serves as a powerful example of how digital storytelling can drive real business success. The era of expensive, impersonal ads is fading. Instead, customers are choosing brands that invite them into the process, share their experiences and engage in meaningful ways. By embracing storytelling and digital-first marketing, SMEs can build lasting connections and lasting businesses.

For more information, visit www.bycloudhaus.com. You can also follow CloudHaus on Instagram. 

*Image courtesy of contributor