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Food + TikTok = viral sensation
Favourite restaurant or takeaway closed? No big deal. TikTok is the place where the hottest cooking and food hacks are found. More and more of us aim to recreate our favourite meals at home, and social media platforms have been ablaze with food hacks set to turn home cooks into gourmet chefs. Food influencer marketing is the key to turning a few tricks into worldwide brand success.
So, if you’re a brand looking to get in on this action, we’ve got you covered. Here’s 3 easy ways to nail food influencer marketing on TikTok.
#1: Quick & easy step by step videos
Users on TikTok have recently been obsessed with watching, creating, and re-creating quick and easy videos demonstrating food hacks and cooking techniques. This provides a prime opportunity for food brands to get involved with their own cooking videos, using influencers to boost their posts, and go viral.
And this isn’t just true on TikTok – while the platform is a great way to boost organic reach and create a new following, many of the tips and tricks in the food sector are transcending across platforms, with YouTube videos multiplying daily with titles like ‘trying viral TikTok food hacks’ or ‘eating TikTok food for 24 hours’.
The cross-platform potential here means that what may seem like a simple video can actually create enormous impact across audiences.
On TikTok, the best food marketing centres around content creation that is easy to share and recreate. Tutorials perform really well, alongside challenges or competitions that can get the ball rolling with engagement. The key is to break down the technique or introduce the use of a product in a way that could be easy for anyone on any platform to re-create.
Don’t forget that content needs to be engaging in the first few seconds to increase watch time and to beat TikTok’s algorithm. I speak more about how to hack TikTok’s algorithm here.
#2: Leverage trending hashtags (or create your own!)
There are several hashtags that have been trending in the food category. Examples include the #comdinewithus challenge, which has inspired families to create their own ‘come dine with me’ episodes, serving up themed dinners for us all to enjoy. This trend dominated as it got families involved, introducing comedy alongside cooking to great creative effect – and with much less to do right now, cooking is definitely an activity that users of all kinds can get involved in!
Then there are trends like the #dalgonacoffeechallenge, a great example of a viral cross-platform trend, as people across the world started whipping up instant coffee powder, sugar and hot water for a visually appealing finale. Originating on Korean YouTube, the trend blew up and went international via TikTok before spreading to audiences on other platforms. A clear hashtag, easy recipe and visual result made this trend a success.
These are all examples of actually super simple ideas gaining a large amount of traction on the app right now because of the current circumstances. There is no reason that you can’t create your own that utilises your product in a way that 1. makes the users lives easier in some way or offers a food hack whilst social distancing and 2. is easy to do and is something everyone can get involved in.
For example, if you are a chocolate brand, say KitKat, why not put your own twist on the #dalgonacoffechallenge by creating a fun video showing users how you can switch up the original recipe by incorporating the KitKat as a crumble on top.
Once you have a video idea, you can use influencers to get the ball rolling and boost it so it’s seen to more people and makes it to the ‘For You’ page.
#3: Utilise the right influencers
The #pancakecereal trend, which saw celebs and users across both TikTok and Instagram creating bowls of tiny pancakes, really blew up when Jason Derulo created his own version.
But you don’t necessarily need a well-known celeb to make a viral hit, micro-influencers can also generate great results on a platform where content is king.
For example, a US-based TikToker Tabitha Brown shared a recipe for “carrot bacon” (a vegan bacon recipe) on TikTok which got more than 3 million views, becoming a huge new food trend worldwide.
With a fun or genuinely useful video and the help of key influencers, a product or technique can blow up quickly. The right influencer in the food category, demonstrating something that users can easily follow, is the recipe for a viral hit.
It seems like everyone is a foodie nowadays, and that’s definitely not a bad thing. Help users on TikTok live out their foodie fantasies by giving them some new food content to play with!
These 3 easy ways to to nail food influencer marketing on TikTok is a great place to start.