TikTok's Recipe for Success

It's fair to say TikTok has blown up! There were many reasons for its growth spurt in popularity during the pandemic – fighting the boredom by learning new skills, escapism with silly videos, hilarious pet clips, and heart-warming displays of people supporting each other through a very strange time.?

Since then, TikTok has evolved beyond being just a social platform and now serves as a unique kind of search engine, particularly for Generation Z. According to Google's internal data, nearly 40% of Gen Z individuals now prefer using TikTok and Instagram for searches over Google.

There are good reasons for this popularity. TikTok has brought a new way of presenting search results, setting new expectations in the process. TikTok users can see the full picture explanations fully animated and narrated, and when it comes to "how-to" guides or getting inspired. Whether it's home décor, gardening, or, more importantly, COOKING, TikTok has the world in an app.?

If you're a foodie, no doubt your "For You" feed will be peppered with familiar hashtags like #foodtok, #easyrecipe, and #foodtiktok, to name just a few of 100's being used. Food-related searches on TikTok have surged, with over 37.2 billion views of #FoodTok content in the UK alone. The platform's success promoting food and drink products stems from authentic and budget-friendly recipes for families, student food hacks, and adding twists to classic dishes.?

In a recent article I wrote about maximising budgets for brands, I emphasised the role TikTok plays in modern marketing, and below are just a few examples, some I've discussed with our clients. At White Rabbit, we're passionate about advertising from the ground up, authentic content that drives inspiration instead whilst building a community and buyers!?

Samyang Foods

One for all the students (or for the big kids who still love instant noodles). With freshers week over and budgets blown, it then hits home that, yep, you still have the food shop to do.?

Samyang's Buldak noodles are all the rage right now, and TikTok creators are getting very creative with them. Check out @bankii. With 4.5 million followers, he combines crazy food experiments with a fun take on cooking.? His post on pimping up the noodles got a whopping 2.2 million likes within two weeks of posting. #studentmeals #lazymeals #unimealscheck

Doritos

Let's now talk about @samseats. You might have already heard of him. He is a TikTok sensation with a whopping 13 million followers. A few years back, Sam bravely decided to wave goodbye to his office job and follow his true calling: food.

Sam didn't stop at TikTok fame; he has since taken his culinary talents to the next level by releasing his very own book. His recent partnership with Doritos called for a new "Next Level Nachos" recipe. Promoting Dippers from Doritos (crunchier and thicker), he's revived nachos to be at the forefront with a staggering 3.9 million views in just under a week.?

Sam's impact goes beyond mere brand exposure. He's breathed new life into the classic nacho experience with a fresh twist that reignited conversations that Doritos are the ultimate choice for Mexican-inspired nachos. In a battle for value purchases in this climate, brands have to reinstate their royalty over supermarkets' label options.?

So, the next time you're planning a movie night, Sam's video will undoubtedly have you reaching for a bag straight off the shelf, promising a next-level nacho treat that's simply irresistible.

Boursin

You MUST have seen the viral Boursin & Tomato pasta recipe? It was made famous by TikTok creators like @grilledcheesesocial (117.6K followers) and @liemessa (12.1K). This dish became a TikTok food sensation and is super easy to make, perfect for families and the less confident chefs amongst us. What's cool is that it's been remade, shared, and reimagined countless times on TikTok, always using the branded cheese. Now, that's some powerful advertising.

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KFC

Fast food giants love a taste-off, don't they? And TikTok videos give them the perfect platform to flex the debate. You've got "Gourmet McDonald's” playfully adding a Michelin Star treatment to nuggets and burgers happening across the app.

KFC is killing it with their paid ad campaigns, all perfectly aligned with their outdoor and TV creative. But they're also doing a superb job on the organic taste-off competitions in the background. Hitting us from every angle.

These are just a few brands playing the TikTok food game to their best, scoring with their viral recipes and raising brand awareness through engaging content – all while saving money on big media spend.

In the marketing world, one motto is "Keep it simple, stupid." and I, like thousands of others, found myself trying out the new fads with easy step-by-step recipes, anything to save a bit of time cooking OR having a fresh twist giving us ideas on an old product with new tricks.

We have created a little guide with 10 TikTok Tips to help your food campaign.

If you would like to read this mini guide for some "nuggets" of how to make the best of your budget and work with a great food platform such as TikTok, contact us for your copy, and we'll be pleased to share!