5 Reasons why your Fruit & Vegetables Brand should be on TikTok

Let me start first by introducing TikTok…

TikTok is a online video sharing social networking service. It lets people create short music and lip-sync videos of 3 to 15 seconds and short looping videos of 3 to 60 seconds. TikTok has a reputation for being popular with teens.

During Q1 2020, it had a better quarter than any app ever, with 315 million downloads of binge-watching video content — especially appealing as global audiences are quarantined at home amid COVID-19.

Some interesting facts:

• TikTok has been downloaded over 2 billion times
• TikTok gained more users in one month than Instagram gained in any 2019 quarter
• TikTok installs are up 96% year-over-year
• TikTok’s monthly engagement rate is over 70%
• Over 63% of TikTok users are between the ages of 10 and 29.
• 3x the number of U.S. users 18+ downloaded TikTok in April vs. last year implicating the age group young adults is growing
• The top 50 TikTok influencers have more followers than 16% of the world’s population
• TikTok’s #RaindropChallenge has over 1 billion views
• TikTok is available in 155 countries and 75 languages
• CoverGirl got over 6.5 billion ad impressions on a sponsored TikTok campaign

So why should your Fruit & Vegetables brand be on TikTok?

1.     Impact teenagers and young adults:

Youngsters are connecting with fruit and vegetables in their TikTok video’s, experimenting with them or just having fun! It’s especially interesting for fruit & vegetables brands that are already targetting the young consumers as the snacking/convenience category with snack peppers, tomatoes and cucumbers but also the fruit category with watermelon, melon and all the berries ??

2.     Influencers for your brand and/or innovations:

TikTok is known for effective explaining anything, so it’s great for new and innovative products. I recently saw the new “lemon melon” on the shelf and decided to buy it. The kids loved the tangy zesty taste – I knew this already as I’ve done consumer research on Gwanipa, it was a zesty melon introduced years ago. I believe for such cool innovative products as the Lemon Melon TikTok is the place to be. If you connect with young influencers that love to try out new food you can create a great influencer campaign

3.     TikTok is a viral video platform

#tomatoes has 458.5 Million views

#watermelon has 1,8 Billion views!

When I look at the video’s created on TikTok by youngsters you would think of hiring them yourself for your business. They are so creative, cool, adventurous and surprising. I would recommend you working with a TikTok influencer when creating video’s for your campaign to get it on the right “TikTok” vibe. If done well it can go viral as many cool video’s do!

4.     Challenges are booming!

If you can come up with a cool challenge the youngsters for sure will pick it up. Look at the #watermelonchallenge it has 269,9 Million views and all kids in the Netherlands were doing it. It was about putting elastic bands around the watermelon untill it bursts! What if a certain watermelon brand would initiate that or sponsor it, how much visibility is would have gotten!

5.     Gain consumer insight

Follow the # for your categories and find out how young consumers are using your products with many nice example on tomatoes, blueberries etc…actually most of the fruit and vegies are explored. I saw a nice example on how you would use fresh blueberries compared to frozen ones and many on cutting tomatoes in a cool way so you have a butterfly on your plate !

An inspiring case study of a Food brand on TikTok is Chipotle.

Chipotle’s TikTok account has been featuring video’s of it’s new official “TikTok Hack Menu” including “DIY nachos” and “Taco Salad”. It is sharing its official secret menu hacks on TikTok. This is the right strategy and vibe for using TikTok as the youngsters want adventure, hacks, like to discover new things and of course it has to be fun!

Want to know more about TikTok and what it could mean for your food brand? Contact me at Fresh Insight for more information: [email protected]

Source: https://mediakix.com/blog/top-tik-tok-statistics-demographics/