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Greeting cards, considered old media, are harnessing the power of new media to reach today’s consumers, according to the Greeting Card Association (GCA).

“A digital platform like TikTok might seem like an unusual place for a business that deals in printed products,” says Sarah Schwartz, editor-in-chief of Stationery Trends. “But makers in the stationery space are endlessly creative, as is clearly evident in the dynamic products they create, and they bring that same fire to their social media feeds. Whether it is packing orders, sketching designs into life, or just clowning around the office, their videos connect them with both existing and new audiences in a 21st-century format.”

“But while stationery and greeting cards may feel old-fashioned to many TikTokers at first glance, humor is universal, and greeting card and stationery makers are quite practiced at quickly getting a laugh or emotional response,” Schwartz, who also maintains ThePaperNerd.com, continued. “For example, Shayna Norwood of the Chicago shop and letterpress brand @steelpetalpress has 19.8K followers. Whether she is sharing aspects of her small biz life as she calls it, glimpses into her ongoing battle with anxiety, or the often profane and always hysterical merchandise populating her store shelves, many of her videos garner views in the thousands.”

The differences in traditional and modern communication methods stand out, GCA reports. Greeting cards move in one direction, from sender to recipient with patience and time required on the part of both parties. Social media thrives on its immediacy and interactivity — 24/7 platforms where parties can exchange ideas. Similarly, once printed, a greeting card is a static item. Social media is fast-moving and constantly changing, seemingly at odds with the concept of a finished, unchanging product.

However, upon closer examination, the similarities between greeting cards and social media are striking, GCA reports. Both offer very personal experiences for users, creating a sense of connectedness. Both are also evocative and able to generate emotions that are deeper than just a momentary experience. A platform like Twitter even has character constraints much like greeting cards, meaning a little must say a lot.

“Independent makers in all industries must find ways to use social media to connect with customers,” says Nora Weiser, executive director of GCA, “and greeting cards are no different.” For a visual industry like greeting cards, a platform like Instagram is a must-have, not a nice-to-have for makers. We even allow our members to take over our organization’s IG accounts for our industry events, and retailers and consumers who follow @noted_expo or @usagca can see new products and get to know makers in real-time, including behind-the-scenes as they design, print, and ship their cards.”