TikTok, the video platform and social media sensation sweeping the nation, is moving beyond entertainment and trying to help businesses and entrepreneurs make money moves—not by making ads, but by putting themselves out there in the form of 90-second clips.
Take it from Pati Jacobs and Max Kruemcke, owners of Hill Country-local Bastrop Cattle Co., who joined the platform a little over a week ago to talk about their grass-fed beef and have already reported a "significant" sales bump. Kruemcke, @maxjcookie on the app, once went viral to the tune of nine million views.
Bastrop Cattle Co.'s TikToks do not have a high-production value, nor do they look like something you would see on a social media influencer's feed, but they show someone more valuable to the app's audience: real people running a small business.
"The more that I was working with the cattle, the more that I would go and film with them, people just kept on going wild for it," Kruemcke said. "It was so confusing because it was not a high production value sort of scenario, it's just me walking around."
@bastropcattleco Our first ad that we made to introduce what we do! #ranchlife #grassfedbeef #cooking
♬ original sound - BastropCattleCo
Now the most downloaded app in the app store with 100 million active users in the U.S., TikTok is still a relatively new trend to about two-thirds of Americans. Around 17% of users who are already on the app are hesitant to post, but Mike Marone, from TikTok's global client services team, said the company wants to change that because the app is a platform for "authentic" personalities that lends itself to small businesses.
TikTok said part of the appeal of the app is that creators don't have to chase followers; the algorithm uses hashtag organization to connect users to what they want to see on their "For You Page" and vice versa, helping businesses to target audiences.
In fact, #SmallBusiness has more views than any other hashtag to date—44 billion and counting.
Austin businesses are jumping on board since the app has risen to prominence: Austin Beerworks, Sunroom Rentals, the City of Austin and Texas Bee Works are all using TikTok to connect with the community.
With only 16 followers, Bastrop Cattle Co. said they've already gained between eight and 10 new repeat customers.
"We're a company of three people. That is everything, and the marketing and budget for most of our customers are word of mouth," Kruemcke said. "The results were way better than any other platform that we had attempted this sort of thing before."
TikTok isn't the only app to think outside the box and jump into the professional sphere—Austin-based Bumble launched a professional networking version of the app, modeled after the traditional swiping method, called Bumble Bizz in 2017. The spin-off now has several million active users.
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Actor, director and screenwriter Justin Theroux isn't the only famous member of his family. His canine companion Kuma made waves online this past weekend supporting Austin Pets Alive!—and Jennifer Aniston is a fan.
Theroux launched Kuma's own Instagram account on Saturday with a link to Austin Pets Alive!'s website in her bio. And the grey pitbull mix is already garnering the kind of attention worthy of her movie star dad: As of Monday night, she has over 55,000 followers.
Chief among them is Jennifer Aniston, who posted a photo of Theroux and his newly online dog on her Instagram story yesterday with fond words for the Austin shelter.
"Love what these two are doing to help people who help pups who help people," the 'Friends' star, and Theroux's ex-wife, wrote. "They helped save 60 pups at Austin Pets Alive! yesterday."
Theroux began volunteering at the shelter while filming 'The Leftovers' in Austin when he fell in love with the shelter's pitbulls, according to Dr. Ellen Jefferson, Austin Pets Alive! president and CEO.
"We are thrilled that he and Kuma are spreading the word about the work APA! is doing and the need to keep Austin no-kill," she said, referring to the shelter's commitment to save animals most at risk for euthenasia.
Theroux adopted his mut in 2018 after Kuma was rescued—dirty and injured—from the aftermath of Hurricane Harvey by A Chance to Bloom Dog Rescue, based in Conroe, Texas.
While Kuma is not from APA!, Theroux connected with the Conroe-based non-profit while visiting the Austin shelter, and he has remained "an enthusiastic supporter" ever since, Jefferson said.
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Six days a week, thousands of onlookers tune in to live streams to watch the pros rake it all in at high-stakes poker tournaments. The big-name poker players aren't in Las Vegas or even Oklahoma's finest casinos—instead, they're where Texas Hold 'Em gets its name.
Gambling may be illegal in Texas, but over a hundred poker houses are using a loophole to open up shop across the state, especially in Austin and Dallas.
The classic poker game is finally getting played for real cash around the Lone Star State thanks to an exception in Texas' gambling ban that allows poker games to be played in private residences. Instead of taking a cut from the pot like traditional gambling ventures, private poker houses don't make money from the results of a game; instead, they get their revenue from membership and hourly fees.
It's a business strategy that's gone (mostly) unchallenged by Texas politicians, especially as the industry begins to heat up.
Austin may now have around 20 poker houses around town, but it wasn't long ago that one stood alone like a small town saloon. The city's premiere poker house, Texas Card House, was founded in 2015 and has since grown to include a YouTube channel with over 30,000 subscribers, a wide range of gameplay and regular visits from big-name poker gurus like Brad Owen and Doug Pope.
David Lagana, a content creator who has worked in college sports and Hollywood, was brought into the scene in May as the house's live streams began to blow up. He said the live streaming battleground is only beginning.
"The space is ever-growing," Lagana said. "It's been interesting to try and find a lane that everybody can succeed. It's all about finding something that people want to watch on a nightly basis."
Can Player BLUFF Andrew Neeme and Brad Owen on LIVE Stream?
Watch now - https://t.co/4Wt4s5Z0V7@TheBradOwen @andrewneeme pic.twitter.com/Yg4R0c0sj2
— Texas Card House (@texascardhouse) August 25, 2021
Carolyn Hapgood, who has worked for Texas Card House for three years, has made a name for herself as a live stream producer, dealer and player herself with the company. She's seen Texas Card House grow from a two-room card house to the most well-known poker venue in Austin with another branch in Dallas.
"It was a teeny tiny little house with five tables, and that was the first legal card house in the state," Hapgood said. "And since then it's blown up."
Texas Card House dealer Carolyn Hapgood has been working with Austin's premier poker house since 2018. (Texas Poker House Austin/Facebook)
From $100 pots to buy-ins of $15,000 or more, Texas Card House has it all, especially as in-state players learn more about the game. Hapgood said there isn't really a typical poker player at the house—instead, the poker table forms an "interesting little ecosystem" that includes college students, a 93-year old Vietnam War veteran, online gamblers, old-school players and everyone in between. The diversity at the table has been enhanced even further by COVID as people clamor to return to in-person events.
But Texas Card House no longer holds a "royal flush" in Austin's poker culture. The Lodge, based in Round Rock, is now expanding to over 60 tables, the largest in Texas, while Palms Social Club, owned by Texas Card Houses' original owner Sam Von Kennel, brought service staff and a refined atmosphere to the Austin scene.
Hapgood said the base of poker players is very large and continues to grow, forming a community as players form friendships on and off the table.
"My favorite part of the poker community is how much fun we have," Hapgood said. "You sit at a table with eight of your friends, everyone's kind of just having a good time. There's a lot of players who will, you know, call or text each other after they're done playing, and they end up inviting each other barbecues, and going out to dinner with their families and stuff like that... those are my favorite people to hang out with."
Getting involved in the poker scene is as easy as tuning into a live stream, and Lagana hopes to see more outsiders like himself get inspired by poker in the future.
"It's kind of like life," Lagana said. "Life isn't just one hand to play... you're only in control of sort of what's in your hand (and) you can't play the card that you weren't dealt with. So it's really been a fascinating life lesson for me."
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From four-time Grammy-nominee turned big-screen actor, Black Pumas frontman Eric Burton will debut in the sci-fi short film "Devexity," which is written, directed by and stars Austinites.
The film, brought to life by Austin-based filmmaker Luke Lidell, will premiere on Oct. 7 at the Native Hostel while Burton is in town for Austin City Limits Fest. Then, "Devexity" will head off to film festival screenings, according to a report by The Austin Chronicle.
Following Burton as the film's protagonist, named Jean, "Devexity" takes place across several different settings and surfaces an existential response from the watcher. Burton stars alongside fellow Austinites Ali Pentecost, Dominique Pitts and New Yorker Madison Murrah in the partially black-and-white film.
The film was shot over the course of four days in October 2020, which Lidell said was a challenge of "focus" and "trust" to create. With a variety of scenes and intertwining narratives, the film dives into the topic of virtual reality.
A musician in addition to a filmmaker, Lidell previously directed the film "Telekinetic" in 2018. The script for "Devexity" was written by Lidell with Burton in mind for the lead after meeting him during a music video project in 2017—Lidell said Burton helped him shape the characters along the way.
Now that the door has been opened for work between Burton and Lidell, you're likely to see the pair collaborate again—a Black Pumas documentary is being rumored.
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