TIKTOK TRENDS
The growing influence of TikTok and shares three ways the beverage industry can be tapping into this powerful platform
Words: Siân Edwards
Illustration: Sofia Burlak
TIKTOK’S RISE AS THE SOCIAL NETWORK OF CHOICE FOR YOUNGER CONSUMERS IS SEEMINGLY UNSTOPPABLE. WHAT WAS ONCE DISMISSED AS A JUVENILE PLATFORM FOR DANCE VIDEOS HAS BECOME A CULTURAL POWERHOUSE OFFERING CONTENT THAT IS HYPER-TARGETED TO THE INTERESTS OF THE INDIVIDUAL USER, WHETHER THAT’S FASHION, BEAUTY, FOOTBALL, POLITICS…. OR FOOD AND DRINK.
TikTok’s popularity (it has 1.6bn users*) makes it a hugely influential tastemaker, particularly for Gen Z. And although older generations have been slow on the uptake, we’re now just beginning to appreciate the invaluable insight that can be gleaned from understanding the content achieving millions of views on this highly dynamic platform.
So, what do beverage professionals need to know about TikTok? And, other than cleaning hacks and cooking videos, how should we be using it?
To really understand it’s impact, I spoke to Nina Landale, Strategy Partner at brand growth specialists – and official TikTok Marketing Partner at Uncovered. “TikTok is changing the social landscape, both in terms of the way that users consume and engage with content and, perhaps more importantly, in terms of attention. The average time spent on TikTok is now 85% higher than other social platforms, showing the power of this platform to capture and hold viewers".
TikTok is the world’s most downloaded app for those aged 18-24, and 62% of its users in the US are aged between 10-29. This provides a staggering volume and range of content developed by innovative young creators, across 155 countries worldwide. But as Landale notes, “It’s no longer just a young person’s app. In 2022, the fastest growing audience on the platform was 30-35 year olds and the average age of a TikTok user became 28.” This makes it highly attractive for beverage brand owners in terms of potential buying power of its massive user base.
In addition to being addictive and increasingly mainstream, TikTok is instant, accessible, and the video format alleviates the language-barrier associated with text-based platforms. Trends are therefore incredibly fast-moving and globalised, as consumers gain access to new concepts and want to trial products from different markets.
A 2022 Google study found that almost 40% of young people turn to TikTok (or Instagram) instead of Google when searching online**. Instead of having to review multiple text options, and battle through the increasing number of sponsored suggestions, Gen Z’ers are able to crowdsource information directly from other users. Videos are often less than 60 seconds long, providing a quick snapshot, and users can instantly validate the content by viewing other user comments for reviews and feedback.
In being a video-based platform, TikTok combines being both highly visual with being interactive, as content creators share their product experience and often preparation methods. This is giving rise to several key trends in the beverage space, namely growth in DIY beverages, and the importance of theatre/visuals in beverage products.
With millions of creators sharing aspirational daily routine videos, how-to instructionals and recipes, we’re seeing beverages being prepared by consumers in highly innovative ways, previously only attempted by professionals in foodservice channels. Think frothy matcha + vanilla oat lattes and homemade bubble tea. These videos reference health trends, flavour innovation and moments of indulgence for consumers seeking to elevate their everyday consumption experiences.
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Landale provided insight into how Uncovered’s client base are capitalising on the platform’s fast growth, “We are seeing brands across the food and drink space rapidly adopt TikTok into their channel strategies”. They’re working with multinational beverage brands to create platform native content that shows their products in genuine, authentic usage occasions. She adds: “the algorithms on the platform mean anyone can go viral with the right content, and brands that are embracing this are seeing significant results across key metrics.”
Here are our top tips for #trendspotting on TikTok:
A source for NPD inspiration.
From an innovation perspective, TikTok offers huge potential to discover the next user-driven NPD. Searching for specific ingredients, beverage formats or brands can help companies understand how users are interacting with their products, and where trends are gaining momentum.
Forecasting beverage trends. While Google analytics remains important, when it comes to understanding the young and future consumer groups, TikTok is emerging as the primary source. Identifying the trending videos, hashtags and influencers in #drinktok will help brands, and suppliers, stay ahead of the curve.
Understanding wider consumer trends.
TikTok is a place where attitudes are forged. Creators, often with a huge and dedicated following, can shape the worldview of their followers, and bring significant issues to the fore. For example, views of environmental content on TikTok have increased six-fold over the past year, and the top 40 climate-related hashtags have received 85 billion (yes, billion) views in the last year alone**. TikTok can be a place to understand the direction society and culture is headed in.
So whatever your preconceptions about TikTok, I recommend diving into the world of #drinktok to understand what young consumers are really talking about. My only word of caution: set yourself a time limit – it’s highly addictive!
Siân Edwards is Finlays Global Insights Manager
References:* Internet Live Stats, 2022 / **TikTok, 2022
