- Contributing Writer: Maha El Gohary
- Photographer: Tia Khalil
TikTok is a great app for entertainment, fun videos, dance trends, and light content shared for laughs. But recently, a number of young people have been harnessing it as a powerful marketing tool, to promote business ideas and reach a real audience.
Petroleum Engineering junior Fady Lasheen, the founder of the sohour truck Beit ElQedra, says TikTok made all the difference.
Starting just days before Ramadan, Lasheen documented the launch of his venture to offer pre-dawn meals through engaging short video vlogs on TikTok. They quickly went viral.
“TikTok was the main reason everyone found out about Beit ElQedra,” said Lasheen.
“Even after going viral, we kept posting videos and talking to customers. We even had special discounts, like 10% off for anyone who brought their mom on Mother’s Day, just to keep people excited and engaged.”
Another successful AUC-based Suhur truck, Rokna, also owes much of its popularity to TikTok.
Shahd Helmy, an AUC student and customer at Rokna, discovered the food truck after watching videos posted by Rokna’s founder, Youssef ElSherif.
In his videos, ElSherif documented his goal of making one million pounds before turning 20 and shared how he started Rokna as a Ramadan sohour business.
“The first video I watched was Youssef talking about his goal to earn one million pounds before he turns twenty,” Shahd said. “When he posted about starting Rokna, I immediately decided to visit with my friends to support him.”
The rapid success of these food trucks shows how effective TikTok has become as a marketing platform, especially for young students with limited budgets. TikTok allowed them to share their journeys, engage directly with their audiences, and quickly gain popularity.
To understand why this strategy works, The Caravan spoke to Khaled Hashem, a social media specialist at the Egyptian Cabinet Information and Decision Support Center (IDSC).
He explained that sharing personal stories, like business journeys, daily challenges, and behind-the-scenes moments, is a powerful way to build trust and connect with people.
“This lines up with what experts call ‘narrative marketing’, a strategy based on building trust through storytelling. TikTok gives entrepreneurs the perfect space to do just that,” he said.
With the right story and the right platform, student ideas can go a long way, often crossing into previously untapped potential.
Take the students establishing their own fashion brands. Labels like Fragile and Nude sell original clothing online, often made from thrifted or handmade materials. Their marketing depends heavily on TikTok and Instagram.
Most of these businesses are run with limited budgets. Students use free tools such as Canva to design logos and posts. Some operate from their dorm rooms or even from home.
Haya Emam, who started an event planning business called ByHayaEmam, says “marketing is everything”.
“Now I plan bridal showers and Women’s Day events for big companies like Johnson,” she said.
“TikTok and Instagram ads really help.”
She also said that managing the business is difficult.
“It’s the hardest thing anyone can go through,” she said. “I’ve had many sleepless nights. I’ve fallen behind in my studies. It’s really hard to balance time and money.”
Many students say they started their businesses because job opportunities are limited. They want to create their own futures and take control of their time.
Running a business while still at university helps them gain experience, learn new skills, and earn income and manage their time.
They watch YouTube videos or follow trends on TikTok to understand how to reach more people. In many cases, students learn by trial and error-they use what they have and improve their businesses over time.
Students in Alexandria, Mansoura, and Assiut are also launching small businesses. Some of these start with a one-day event or online shop and grow if they get attention and it goes as planned.
Not all student businesses last long. Some are seasonal or temporary like the sohour trucks. But many still gain useful experience and new opportunities.
Some universities are responding to this trend. They are offering entrepreneurship workshops and pop-up markets to support students. These programs help students organize, market, and grow their projects while still attending classes.
“Students are no longer just studying,” said social media expert Hashem.
“They’re creating, leading, and showing what’s possible with the right tools and ideas.”
