Mayisha Shamiha

Audience Profiling Report: American Express x TikTok #ShopSmall Accelerator

Prepared by: Mayisha Shamiha
Date: March 25, 2025

Executive Summary

This report offers a detailed audience profiling and storytelling analysis of the American Express x TikTok #ShopSmall Accelerator campaign. Designed to empower small businesses with creator-led digital marketing tools, this initiative strategically targets two key audiences: U.S.-based small business owners (primary) and Gen Z consumers (secondary). Using secondary research and deductive reasoning, this report defines each group across demographic, psychographic, behavioral, and attitudinal dimensions, evaluates the brand’s storytelling resonance, and outlines three core narrative themes that align with its goals.

Target Audience Profile

Primary Audience: Small Business Owners

Demographic Profile:

  • Age: 25–45 years
  • Gender: All genders
  • Location: Urban and suburban U.S. areas
  • Education: High school diploma or higher
  • Income: $40,000–$100,000 annually
  • Industries: Retail, food & beverage, wellness, arts/creative services

Psychographic & Behavioral Insights:

  • Values: Independence, innovation, community building
  • Motivations: Visibility, growth, financial security
  • Challenges: Time scarcity, low digital fluency, ad budget constraints
  • Digital Behavior: Frequent users of Facebook, Instagram, LinkedIn; growing interest in TikTok
  • Trust Factors: Creator testimonials, real success stories, ease of execution

Supporting Data:

  • 91% of small businesses say marketing is crucial but lack time and resources to do it well (Salesforce, 2023)
  • 65% of small businesses are interested in learning how to use social media more effectively (Meta SMB Study, 2023)
  • TikTok use among U.S. small businesses rose by 66% between 2022–2024 (Statista, 2024)

Secondary Audience: Gen Z Consumers

Demographic Profile:

  • Age: 16–24 years
  • Gender: All genders
  • Location: Metro and suburban areas
  • Education: High school to undergraduate college

Psychographic & Behavioral Insights:

  • Values: Authenticity, inclusivity, cultural relevance, social impact
  • Motivations: Supporting local creators and causes, discovering new experiences
  • Platform Use: Heavy TikTok, Instagram, YouTube users
  • Media Behavior: Short-form video, micro-influencer engagement, trend tracking
  • Purchase Behavior: 68% of Gen Z say they’re more likely to buy from brands they engage with on social media (NielsenIQ, 2024)

Supporting Data:

  • Gen Z comprises over 40% of global consumers and 85% use social media to learn about products (McKinsey, 2023)
  • 58% of TikTok users discover new brands on the platform (TikTok Newsroom, 2022)
  • Gen Z values brand activism: 70% say they support companies that reflect their values (Edelman Trust Barometer, 2024)

Central Storytelling Themes

1. Digital Inclusion for Economic Equity

The Accelerator campaign emphasizes bridging the digital divide for small businesses through education, creator partnerships, and ad credits. This theme empowers overlooked entrepreneurs by leveling the playing field.

2. Creators Supporting Community

By integrating influencer content with small business storytelling, the campaign frames creators as allies in community-building and economic development—not just entertainers.

3. Authenticity as Growth Strategy

Rather than promoting perfection, Amex celebrates imperfect, behind-the-scenes, relatable stories that resonate with both small businesses and Gen Z viewers.

Storytelling Resonance & Analysis

The campaign’s storytelling aligns with deeply held values of both audiences: empowerment, representation, and shared community success. Small business owners see themselves reflected in stories of perseverance and creative adaptation. Gen Z, in turn, sees themselves as agents of change by supporting local businesses through creators they trust.

Amex likely used a mix of social listening, audience segmentation data, and platform analytics to inform the messaging strategy. Creator alignment, authentic storytelling, and localized amplification are key components of how this narrative resonates.

Research Questions

•  What narrative elements (creator partnerships, tone, visual style) drive the highest engagement with small business content on TikTok?

•  How do different segments of small business owners interpret the value of creator partnerships?

•  What storytelling frameworks do Gen Z audiences most associate with authenticity and impact?

References

•  American Express. (2022). #ShopSmall Accelerator Initiative. https://www.americanexpress.com/newsroom
•  Edelman. (2024). 2024 Trust Barometer: Youth and Brand Activism. https://www.edelman.com
•  Meta. (2023). Small Business Insights Survey. https://www.meta.com/business
•  McKinsey & Company. (2023). The Rise of Gen Z as a Consumer Force. https://www.mckinsey.com
•  NielsenIQ. (2024). How Gen Z Consumer Behavior is Reshaping Retail. https://nielseniq.com
•  Salesforce. (2023). Small Business Marketing Trends. https://www.salesforce.com
•  Statista. (2024). TikTok Usage by Small Businesses in the U.S. https://www.statista.com
•  TikTok Newsroom. (2022). Shop Small Campaign Overview. https://newsroom.tiktok.com