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The Mercado de Maravillas never stops reinventing itself. Whether through its graphic identity or its audiovisual content on TikTok, which brings neighbourhood commerce closer to more than 1 billion users around the world. This projection on the networks has enabled SMEs to reach new audiences and/or new generations who walk through their aisles to record videos and publish them in the extensive digital archive of @mdomaravillas, which advocates local food and drink.
What is one of the largest indoor markets in Europe was even recognised with the Greatest SMB Award, the best advertising campaign launched by an SME on TikTok during the year at the TikTok Ad Awards 2024. All of this gives a great glimpse of how the platform has become a great growth opportunity for Spanish SMEs.
The diversity of products and gastronomic cultures from all countries converge in this market that displays typical local products from different parts of the world. This is the case of some of the businesses in the Mercado de Maravillas, such as Pescados y Mariscos el Puerto or the Martín Caro butcher’s, which have found in TikTok a tool to create content and promote their products in a creative and simple way.
The platform is not only inspiring users to cook more, it is also driving experimentation with new products and brands. 76% of users are encouraged to try new things after seeing food content on TikTok, and 73% are inspired by the creativity of creators. Two good examples are @davidgelicook, initially known as ‘the omelette guy’, who quickly gained popularity and started to expand his food content; or @lu.singluten, who creates gluten-free cooking content on TikTok, inspired by her past diagnosis of gluten sensitivity’.
