For Generation Z, social media has evolved beyond just a way to pass time or follow trends; sometimes a viral trend can spark a new idea that subsequently turns into a business. The story of two American friends, Leah Marx and Yasamana Bakhtiyar, is a prime example of this phenomenon.
They began sharing videos of pickled cucumbers (pickles) on TikTok and later transformed this shared interest into a business concept. Leah and Yasamana graduated from college in 2022. In 2023, they regularly sent each other pickle videos on TikTok.
While communicating with Shopify, they discovered that the hashtag 'pickle' on TikTok had garnered 9.5 billion views. They felt that the interest in pickles on social media was extremely high, whereas the pickle category in grocery stores seemed quite outdated to them.
Following this, they left their jobs and founded the company Good Girl Snacks. Notably, they did not initially have a finished product to sell. They started posting content on Instagram and TikTok about two months before the product was ready.
Leah told Shopify that they presented their journey in the format of a 'television show.' They told their followers why they decided to start a pickle company with their best friend, leaving their corporate jobs. Their goal was not just to gain views but to build a community. According to them, this series quickly went viral, and they began posting it daily.
The first product from Good Girl Snacks, Hot Girl Pickles, was launched in February 2024. Both girls involved their online community in the product creation process. They solicited suggestions from followers regarding new flavors. According to Shopify data, the idea for a cumin garlic flavor came from the comments section.
Leah explained that she refers to her followers as 'influencers' because the opinion of their community helps improve the product and new flavors. Both girls also sent their products to some content creators who enjoy pickles.
Yasamana informed Shopify that, as a member of Generation Z, she understands that this audience dislikes direct advertising. Therefore, they focused on creating content that people would want to watch as regular social media content, rather than as an advertisement. Consistent content posting leading up to the product launch was a key part of their strategy.
Good Girl Snacks' Hot Girl Pickles are now available not only online but also in stores such as Whole Foods and Erewhon. According to CNBC Make It, the company secured a $3 million seed funding round in March. Following this, the company's current valuation reached $8.5 million, equivalent to approximately 81 crore rupees. The company has not disclosed its revenue or profitability data.
What started as two friends sharing pickle videos on TikTok began with a small interest. However, this interest gradually transformed into a community, content, and a product. This Generation Z story demonstrates that any trend emerging on social media is not limited to viewing or exchanging; with the right idea and community, it can become the beginning of a new business.
