Small Creators Turn TikTok Skills Into Real Businesses

A furniture maker in Ohio says 90% of her sales now come from showing people how she builds tables and chairs on TikTok.

Kristina Molinaro from Dayton started posting videos of her woodworking process, and customers began flooding to her website. She's part of a growing wave of small business owners and skilled workers who are finding success by simply sharing what they do online.

The shift is significant. TikTok executive Esme Lean calls it the "discovery economy," where people no longer need inherited networks or connections to build careers. Instead, they're discovering opportunities and communities through platforms that introduce them to skills and crafts they never knew existed.

The impact goes beyond individual success stories. In the US, 77% of Gen Z say they've noticed increased attention to skilled trades on platforms like TikTok. That matters when industries like woodworking, plumbing, and electrical work face serious worker shortages.

Fifth-generation butcher Matt Slack in Doncaster, UK, is keeping his family's century-old craft alive by posting behind-the-scenes videos from his shop. His TikTok success has brought in new customers and even allowed him to sponsor his local cricket club.

In France, chef Nabil Zemmouri turned his passion for affordable cooking into a thriving online community while driving more traffic to his restaurant in Colombes. He teaches people how to make tasty meals on a budget, creating value for himself and others.

The Ripple Effect spreads across countless skills. People are teaching financial literacy, home repair, agricultural techniques, and coding. Young people exploring careers can watch professionals demonstrate exactly what their workday looks like, shortening the distance between curiosity and capability.

For platforms hosting this new economy, Lean emphasizes responsibility through trust, accessible tools, and digital skills education. When people feel safe and informed, they're more willing to learn, create, and take the risks that drive economic growth.

The furniture maker, the butcher, and the chef all share something beyond social media success: they're proving that when people get access to tools and real opportunities, they can build the future they want.