TikTok is saturated with delicious videos from food brands. So, how have some of them become the cream of the crop? In a world where short-form video content is king, these brands have cracked the code on engaging audiences and driving customer loyalty, all while showcasing their tasty products. 47% of TikTok users have bought something they have seen on the app. So, if you want to ensure you’re making the most of this opportunity, you need to look at the brands that are already killing it.
We’re deep-diving into the strategies of top food brands on TikTok. Brands that have not only survived but thrived in the competitive arena of the platform; plus, we’re going to tell you what your brand can learn from each one of them. So, let’s dig in.
1. Oreo
Oreo has made a habit of creating highly entertaining content. The star of the show? Their product, of course. They have created videos making their cookie look like the influencer themselves. Some of their posts look like the Oreo cookie is “reviewing” things by dueting recipe videos. Oreo leans into the nostalgia of its target audience, too, creating content that relates to the older demographics of its market. It brings back the child in all of us through it’s content, both branded and influencer-led.
What can you learn from them?
Oreo teaches brands on TikTok a couple of things. One, don’t take your content too seriously, and two, create influencer-led videos (even if that influencer is an inanimate object). The official Oreo TikTok feed has a lot of humour and a lot of the Oreo itself. They invite people to have fun with their products. How? Through challenges, viral trends and funny sounds. Oreo created their own TikTok challenge to celebrate their 110th anniversary. They collaborated with influencers to showcase this challenge, like @seandoesmagic. In fact, the #Oreobdaystack hashtag has over 10.3 billion views.
The social media team at Oreo really understand their brand and how it should make people feel. And they lead with this on every piece of content. They make sure that the influencers they work with align with these brand values, and they create fun, entertaining content all around. Remember entertainment is still the biggest category on TikTok, so if your brand can lean into this, do it.
2. Doritos
Doritos are hotter than ever on TikTok. They post humorous videos showcasing their products and aren’t afraid to be controversial. Their content is filled with comments from fans and critics alike, but they keep up with relevant conversations and are always on trend. Literally. Doritos are always using the latest TikTok sounds and trends to bring forward fresh, funny and fiery content that their fans love.
What can you learn from them?
Amongst their various triumphs on TikTok, there is one thing that Doritos do extremely well. Community. They understand the power of community marketing and build it into their strategy every step of the way. On this particular app, this can take you a long way. Globally, an average of 59% of TikTok users feel a sense of community when they are on TikTok. Doritos have taken this to another level. They reply to comments on practically every video, making commenters feel seen and listened to. They also create content based on certain feedback.
One of the most brilliant aspects of this approach is that you, as a brand, can continually create content based on what your community is saying. Doritos have taken their fans’ conversations and run with it, cracking jokes and generally chiming in on the talk. This consistently ups their engagement and builds brand loyalty – often underestimated within the TikTok marketing funnel.
3. Little Moons
Little Moons are famous on TikTok for their viral videos of “finding” their product in the shops. Back in 2021, people took to TikTok to share their experiences of going to get the mochi desserts from large supermarket brands. This sparked a real trend, with more and more people going to find the yummy snack. The content on their feed makes the product seem irresistible, with plenty of comical videos showing the Little Moons team craving them and looking for them.
What can you learn from them?
Little Moons experienced virality on TikTok. #littlemoons has over 460 million views on the app, and the brand @littlemoonsmochi has garnered over 313k followers. But the point to hammer home here is what they have done after they went viral. Little Moons have stayed consistent in their content since achieving viral success. The social team are constantly bringing new videos to the table. They have jumped on trending sounds like “Girl Dinner” and “Hi Barbie” to boost brand awareness but have kept up their vibrant brand identity in other highly engaging videos.
It’s important to understand that going viral isn’t everything on TikTok. It can help you gain more views, but unless you keep your content consistent, you will never reap the full rewards of the video-first app. Build your following with regular, on-brand content in a variety of ways and keep your audience coming back for more.
4. Chipotle
This Mexican food brand knows how to navigate TikTok. Every piece of content they have has one thing in common – it adds value. From dip combos to behind-the-scenes videos, Chipotle is slaying the content game. They come across truly authentically, and on TikTok, that’s the aim of the game. Taking their viewers for sneak peeks in the kitchen, showing off their fresh ingredients, and speaking openly about their values are all ticks on the TikTok checklist. But where they really excel is beyond their feed.
What can you learn from them?
Chipotle has used influencer marketing to their advantage. The search term “Chipotle” has over 7.1 billion views; most of this content is not from the brand itself. They have collaborated with numerous influencers like @pete_eats and @tooturntmum to create engaging content. You can tell they have really let each influencer take the lead on the creative aspect of the video, which not only makes it more authentic but usually performs better too.
This brand has clearly understood the massive capabilities of influencer marketing because they have gone beyond simple campaigns. They were one of the first brands to go deeper with their involvement with creators, initiating the Chipotle Creator Class – a program with exclusive perks for the top influencers of their brand. This program also helped Chipotle in their future marketing as they involved these creators in brand decisions. This is a perfect example of how influencer marketing can not only help you with specific campaigns but actually change the very trajectory of your brand. Powerful stuff.
5. Zaxbys
The USA fast food giant has over 109k followers on TikTok and counting. They bring humor to all of their content. Since 78% of TikTok users are there to find funny or entertaining content, this is a winning combo. But branded content alone won’t always keep you in the eyeline of your target audience. And Zaxby’s understood this perfectly. They used influencers to promote their individual products.
What can you learn from them?
The key here is synergy. All of the influencers Zaxby’s partnered with were partners for a reason. They were targeting the right audiences and had major synergy with the brand. Each and every creator you find promoting Zaxby’s on TikTok are the right fit. Some are micro-influencers, some are mega-influencers. But where this brand really excelled was in their multichannel approach.
Zaxbys didn’t just work on their TikTok account. In fact they got in touch with us to create influencer-led campaigns on Instagram and YouTube, promoting their signature sandwich. We initially focused our efforts on using hyper-local micro-influencers to drive a huge uplift in sales in two key test markets: Tennessee and Kentucky. We drummed up a 7.52% average click-through rate and delivered £50K+ in earned content value.
Creating a multichannel strategy (as well as killing it on TikTok) is key to gaining overall success on socials. Don’t put all your eggs in one basket.
So how can you crush it?
Now you’ve seen how some of the best are tackling their TikTok campaigns, what are the key takeaways you should focus on?
Stay authentic
Authenticity isn’t going anywhere – people are more skeptical of brands than ever. So, giving them an unfiltered, truthful version of your identity is key.
Be the entertainer
Every single one of these brands has one thing in common. They make seriously entertaining content. If you want to be noticed on TikTok, you must do the same.
Don’t focus on going viral
Achieving virality is great, but it shouldn’t be the goal. Consistent, community-led content will grow your following and boost your sales in the long run. Plus, it will build a die-hard group of fans who will continue your marketing efforts in the form of UGC. A win-win in our book.
Partner with influencers
Getting influencers involved in your TikTok strategy is a tried and tested way to win at it. Returning to our point on authenticity – you don’t get much more authentic than TikTok creators. Their fans follow them for a reason, so remember if you collaborate with a creator, let them do what they do best.
TikTok isn’t the only way forward
Yes, TikTok is a brilliant way to reach your audience. But it shouldn’t be the only channel you approach. A multi-platform strategy is essential if you want to see long-term traction.
TikTok got you stumped?
It’s all well and good looking at how other brands use TikTok. But what about your own? Every company is unique and your KPIs will likely be completely individual. So how do you develop a TikTok strategy to win over customers? Enlist the experts. Goat have worked with some of the World’s leading food and beverage brands on TikTok strategies that get results. Get in touch today to discuss your brand.
Still curious? Why not check out our Top Food Industry Influencer Marketing Campaigns?
