Short Videos, Big Impact: “Pass the Mic” Promotes Manassas’ Small Businesses

Posted on by Department of Housing and Community Development

When two Historic Manassas, Inc. (HMI) board members saw a need to better promote downtown businesses, they grabbed their phones and hit record.

Pass the Mic is a volunteer-driven storytelling series created by Board and Promotions Committee members Nikki Merkle and Liz Barahona to give small businesses in Historic Manassas well-deserved time in the spotlight. Through short, engaging videos shared on HMI’s Facebook page, local shop owners introduce themselves, highlight what makes their business special, and then “pass the mic” to another business—creating a ripple of community connection and visibility. Check out this video highlighting Crossroads Tabletop Tavern.

Launched in May 2025, the project was inspired by a TikTok trend and has quickly become one of HMI’s most popular initiatives. Each video averages around 2,500 views, giving participants free, authentic exposure to thousands of potential customers.

Behind the scenes, the effort is entirely grassroots. Nikki and Liz coordinate with business owners, film on-site using their personal phones and microphones, and edit each piece themselves using Splice—a video editing app that costs $10 per week (which Nikki personally covers). Every shoot takes roughly an hour, followed by another hour of editing. So far, the pair has contributed a combined 53 volunteer hours and produced 26 videos featuring 24 (of the 55) brick-and-mortar businesses within the Historic Manassas footprint.

To date, Pass the Mic has received nearly 56,000 total views. And the team would love to expand the project in the future with themed series, Spanish-language features, and a method to track its economic impact.

Beyond the visibility, Pass the Mic has strengthened relationships between HMI and the downtown business community. Each visit opens meaningful conversations about challenges, needs, and opportunities for support.

“It’s not just about promotion. It’s about connecting—hearing their stories and figuring out how we can help,” said HMI Board Member Nikki Merkle.

Pass the Mic is a great example of a budget-friendly, community-led initiative that harnesses the power of storytelling to bring people together and strengthen local businesses.

Photo Credit: Nikki Merkle, Liz Barahona & Historic Manassas Inc.