Social Media applications, such as Tik Tok, have provided a unique opportunity for small businesses with limited financial resources to gain mass exposure. However, the volatile and unpredictable nature of the social media landscape in todays attention economy means that it is hard for small businesses to maintain the levels of attention they have garnered.  Furthermore, while sudden viral attention for small businesses increases exposure and sales, it also puts pressure on small businesses who don’t have the resources to respond to the sudden surge in demand.

We spoke with Grace Dorney, owner of Some Clothes and Thing (@someclothesandthings) about the pressure on small businesses in the age digital marketing.