TikTok has skyrocketed to the top of social media marketing. Since its rise to fame in 2020, brands and marketers have been stepping out of their comfort zones and experimenting with TikTok’s power, and they’re reaping the rewards – brands on TikTok see higher levels of receptiveness, engagement, and memorability.
1B active monthly users, a more engaged audience than any other social media platform, and endless opportunities to connect with your audience.
If you want to tap into this highly engaged audience, take some inspiration from these food and drinks brands getting it right.
Little Moons Mochi
264KFollowers 4.4MLikes
@littlemoonsmochi Outside bit of Little Moons is ??? #LittleMoonsMochi #uglybuggly #littlemoons #mochi
This quirky ice cream brand is doing big things on TikTok – their content is fun and reflects their brand image brilliantly. Combining user-generated content, trending videos, sounds, and dances, they do product placement and information in the absolute best way.
The team that runs the account are fun, match the brand’s bright aesthetic and has a clear passion for the brand that is authentic and contagious.
To reach a wider audience, Little Moons ran a One Day Max In-Feed Ad for just one day. Meaning their content was shown within the first few posts a user sees, delivering their message without the downside of coming across as a hard sell – and they went viral.
They increased sales by a massive 1300% in a matter of weeks – for a relatively new brand, the sudden media attention could have been short-lived, but Little Moons kept their cool and stayed true to the authentic content that got them to where they are now.
Candy Works UK
1.3MFollowers 41.5MLikes
Candy Works have grown a loyal following on TikTok. They’ve tapped into an audience obsessed with sweets – the hashtag ‘picknmix’ has 356m views, and Candy Works give their audience what they want to see – from taste tests to super satisfying ASMR sweet platters, their content is product-focused, lighthearted and fun.
@candyworksuk PACK AN ORDER WITH ME? #packingorders #sweetshop #candyworks #customorder #candy
Their video content is constantly evolving and has grown to include their customers, from taking viewers through packing customer orders to filming requested videos. These packing videos are a great example of how ‘everything is content‘.
WagamamaUK
48.2KFollowers 1.1MLikes
Wagamamas TikTok is the perfect example of the perfect mix of more professional and authentic content. They use trending sounds and pop culture moments to inspire their content while championing the products and giving the brand some real personality.
The best part? Their content speaks to an audience truth; people are obsessed with Katsu curry. Listen to your customers, learn from them, and be inspired by them, make content that’s based on them and for them.
@wagamamauk katsu comes first, always ?
Redbull
6.7MFollowers 106.7MLikes
Redbull hasn’t used TikTok like the other brands – instead, they use the platform as a brand builder through the use of longer-form videos that showcase the brand’s energetic, adrenaline-junky personality. And it’s working for them, with thousands upon thousands of views on each video. They use the platform to engage a younger audience who might not be as familiar with the brand as other age groups.
@redbull DIY at its best ? #redbull #givesyouwiiings #baseball #diy #timbersports #asmr
They use snippets from the Redbull Soapbox Race and turn them into easily digestible snippets that anyone (familiar with the original show or not) can enjoy.
They combine this with a taste of TikTok’s playful and creative short-form video that is entertaining and fitting for the channel.
@redbull calling all skateboarders (literally) #redbull #givesyouwiiings #skateboarding #weird #diy
Starbucks
149.7KFollowers 1.5MLikes
Though their UK TikTok isn’t nearly as populated as its US counterpart, the account has still racked up a decent following and number of likes. Posting a mix of classic aspirational content that feels true to the Starbucks brand, and product-focused content.
@starbucksuk Style your coffee your way with our free dairy alternatives ?♀️
The American TikTok goes much further with its content, getting the baristas involved, utilising UGC from their customers, as well as trending sounds and shining light on important messages such as mental health and inclusivity.
Oreo
1.5MFollowers 17.7MLikes
Oreo on TikTok uses a mix of original content, duets, and shameless product pushing – and their audience loves it. They’re great at using trending sounds to talk about products and making content that resonates with their audience – which milk really is best for dipping?
Their content is reactive too, they respond to TV mentions with simple videos that give the snack a personality.
@theoreoofficial @Netflix pick up the phone!!! #sellingsunset #oreo #oreocookies #oreotok #netflix #chrishellstause
Can you break Tiktok?
Building a social media account with real engaging content on any platform takes time, but with a little persistence, and a creative social media strategy, it’s doable. TikTok provides brands with the perfect place to test out new styles of content, be open with their audiences and build more meaningful relationships – and of course, increase customer engagement and overall brand loyalty.
Don’t be afraid to try new things – TikTok is a place for experimenting – the best videos aren’t overproduced or perfect – they’re true to the style of the platform and done with humble production value. It can feel overwhelming to brands to move away from the perfectly polished content that they’re used to making to get their customers to want to buy from them. Still, audience preferences have changed, and it’s important to adapt.
Go with the flow – One of the most crucial points is really understanding the platform – knowing the ironic and humorous way natives use TikTok – you want to go with the flow of traffic, not stick out like a brand with a sore thumb.
Focus on building relationships – As entertaining as TikTok is, it’s where people go when making buying decisions – with some social listening and an adapted strategy, you can create content that moves away from typical marketing and looks to strengthen relationships with your audience.
Utilise platform features – TikTok has added the links feature, meaning you can include links and commerce URLs in your profile (once you have a certain amount of followers), so you can drive valuable traffic to your website. TikTok has trickled onto Instagram reels, stories, Youtube Shorts, and Snapchat – so the content you make for TikTok could well be beneficial on your other channels as well.
Strike while the iron’s hot – The platform is still experiencing huge growth, and there is a massive opportunity for brands to grow with it – now is the time to jump on the bandwagon.
Be yourself – Authenticity is the buzzword of 2022, but TikTok really is the platform to showcase your brand’s personality. If you’re a luxury brand with a ‘quality over quantity’ style, stick with this on TikTok, and create content that mirrors this. If you’re a cheap and cheerful FMGC brand, your content should reflect this.
To find your place on TikTok,