Julianne Bowley, owner/founder of The Flower Bar at 233 Main St. in Ridgway, said she has been a fan of TikTok — a popular social media platform where users create and share video content — since the app first launched.

“During the COVID-19 lockdown, it became a creative outlet and a way to connect with others,” she said.

In addition, over time, Bowley says she found that TikTok had “incredible potential” as a marketing tool.

“It can share any message with a wide audience in such a fun, engaging way,” she said.

On The Flower Bar’s social media pages, viewers can find a mix of videos, featuring “lighthearted dances” and behind-the-scenes peeks into the business’s day-to-day happenings.

“We want people to feel connected to our brand and see the personality behind the flowers,” Bowley said. “In addition to sharing our creative process, we highlight the wide range of services we offer — from designing stunning wedding florals and creating meaningful funeral arrangements, to delivering everyday flowers that brighten someone’s day. We’ve broken the traditional mold of what a flower shop looks like, adding a modern, fresh flair that makes our store stand out in the area.”

Bowley recently began brainstorming ways to bring the business community together and showcase what they have to offer to potential customers. While scrolling on TikTok, she came across a “Neon Moon” dance video from 2023, featuring the song “Neon Moon” by country music duo Brooks & Dunn, and thought, “This could be perfect,” she said.

“It’s easy enough for anyone to do, and it felt like a fun way to engage with other businesses.”

Bowley and Tony Hanes, manager/lead floral designer at The Flower Bar, decided to take on the challenge, originally planning for 31 days of videos.

“We’ve been blown away by the response; so many businesses wanted to join in that we’ve decided to keep it going as long as possible so everyone gets a turn,” said Bowley.

The Flower Bar creates the Neon Moon dancing video, then “tags” whichever business they’d like to take on the challenge next, a trend that quickly became popular, bringing lots of smiles to business owners and their employees and viewers on the internet.

As of Thursday, The Flower Bar was on day 16 of “trying to get other local businesses to dance on the internet with us!”

Several businesses/agencies have participated so far, such as Tablespoons Cafe and Deli in St. Marys; The Brew Bank Brewing Co. in Ridgway; members of the Ridgway Area Parent Teacher Organization (PTO); Gerber Gymnastics; Top Dog Training LLC; Elk County Foods and Brickyard Creamery in Johnsonburg.

“This challenge has been such a joyful experience,” said Bowley. “It connected businesses and customers in new ways, introduced people to shops and services they may never have discovered, and created a ripple effect of positivity and collaboration. It’s also free, fun and effective marketing for everyone involved.”

In addition, utilizing these social media platforms allows community members to become more familiar with the people behind these local businesses, said Bowley.

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“We love that posting videos not only spreads joy, but also helps people get to know us on a personal level. Even if someone has never stepped foot in our shop, they can still see what goes into running a flower business in our community.”

Much more than just a TikTok trend, Bowley says this is a great example of businesses helping lift one another up.

“My biggest takeaway is this: in a small rural area like ours, we thrive when we work together. Collaboration builds a stronger community. Unfortunately, I’ve seen the opposite, too, when businesses compete in ways that tear others down instead of lifting them up.

“The Neon Moon Challenge is proof that when we choose collaboration over competition, everyone wins.”

To follow the videos and for more information, visit The Flower Bar on Facebook at facebook.com/theflowerbar814; on Instagram at instagram.com/theflowerbarco/ and theflowerbar814 on TikTok.