Why Produce Brands Should Utilize TikTok

If there is one social media platform that is taking over people’s screen time right now, it’s TikTok. TikTok has become one of the most popular social media apps in the world. With currently over 1 billion active users, TikTok
surpasses social media platforms like Twitter, Pinterest and Snapchat, making the potential opportunities limitless. Now some of you might be thinking “but is it worth using for our business?” and the answer is YES! Many business owners like yourself are starting to see the incredible marketing opportunities in TikTok as it is quite different from other social media apps. But how can produce brands utilize TikTok to resonate with consumers and create fast-growing buzz around their brand?

First things first…. What is TikTok? TikTok offers a unique experience where users have the ability to watch and create short videos up to 10 minutes in length. Users can combine content, create customized sounds, and apply enhancements with filters all within the app, making the opportunity for creativity endless. TikTok is ahead of other social media platforms because it listens to its users’ feedback to create a specific user generated “feed.” Based on certain features or trends the user interacts with, TikTok provides relevant videos based on their interests. The “For You” page displays a continuous feed of the top trending TikTok’s, and its accurate algorithm makes it easy for your business’s posts to show up on your ideal client’s “For You” page. TikTok created an environment where brands can connect with consumers in innovative and creative ways; where organic, unique content is rewarded.

We talked with Lori Taylor, Founder and CEO of The Produce Mom’s, who emphasized how important it is for produce companies to utilize TikTok right now. “It reminds me of what Pinterest was in 2014 with food, it is just where all of the eyeballs are now!” she explained. In the past few years, other social media platforms have been on a steady decline while TikTok is getting bigger than ever. In Lori’s expert opinion, she highly recommends that produce companies add TikTok into their marketing strategy. Creating engaging, professional content for TikTok is not a quick and easy task, she explains, but it nonetheless vital for companies and their brand’s image in the long run, as TikTok is here to stay.

TikTok has proven to be an effective marketing tool for building brand awareness, which ultimately leads to increased sales and stronger brand identity. So how can a produce company take advantage of TikTok as a successful marketing tool, you ask? Because there is nothing that gets your tastebuds going like a visually stimulating, well prepared culinary dish! Recipes dominate social media platforms, and there are always new and inspiring food trends flooding the TikTok “For You” page.  In the wake of the pandemic, people began to take up baking and cooking, sharing all sorts of creative new dishes that make your mouth water just watching the videos! And when one of these food trends goes viral, the results are remarkable. According to Midwest supermarket chain The Fresh Market Inc, their sales of feta cheese increased by 45% after the block of feta with pasta and tomatoes trend took off on TikTok in January 2021. To see these kinds of results, make sure your content is original yet captivating, and take advantage of hashtags, TikTok effects, influencer partnerships and branded challenges.  Love it or hate it, the power of TikTok is undeniable!

If you are looking to increase your brand awareness, educate your target audience, increase sales, or increase your audience reach, TikTok is the perfect platform to do it. To start incorporating TikTok into your marketing strategy, set up a free consultation with our team at Oster and Associates.

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