Why Your Beverage Brand Needs To Be on TikTok in 2024

Do you feel like your beverage brand is not progressing the way you want it to be? Have you hit a plateau? Perhaps you want to strengthen your audience relationship. Or maybe you’re looking for an upper hand in the industry. TikTok can help you with that.

It’s no surprise that this app — whether we like it or not — creates an addictive world of entertainment. However, once primarily used for dancing and lip-syncing, the platform has since evolved. Brands use TikTok to keep up with trends, develop personal relationships with their audience, and create a more relevant brand identity. This is particularly true for the food and drinks industry. In fact, 60% of users wish to learn more about a food or drink product that they have come across on the app [1]. So when it comes to beverages, Tiktok users are not afraid to be influenced by the most recent drink trends. Which is why your beverage brand needs to make its presence known on TikTok!

Consider TikTok as part of your brand strategy. When done right, this can access a newfound perspective into your brand presence. You will be ‘always-on’ for your audience.

Portraying your brand to be ‘always-on’

TikTok is always active. A never-ending flow of content is tailored to each user. So, an ‘always-on’ strategy can be applied to advertise your beverage to individuals. You are shown to keep up-to-date on trends and be engaged with your audience. You will have a strong presence on the app.

This strategy can be achieved through three pillars:

1. Organic beat

As the name suggests, your brand will produce organic content across your profile. This is readily updated to show fresh and innovative ideas to your audience. Your beverage is made familiar to individuals, as they flick through thousands of posts in a day. This may be supported by trends (perhaps one of those catchy songs you can’t get out of your head), and appeal of your products. Don’t forget that these posts give an idea of audience engagement with your brand. So it’s important to monitor this when looking at content performance!

2. Creator partnerships

When you hear the word TikTok, “influencer” is likely one of the first things that come to mind. You might not be able to get Charli D’Amelio on board to collaborate with your brand (but hey, don’t knock it ‘till you try it). But working with reputable creators across TikTok can be a great way to build brand trust. Seeing your favourite creator rave on about a product is sure to spark a desire to also try it out.

3. Paid peaks

This is the last step to being ‘always-on.’ This is where your brand can consider paid campaigns or “peaks.” Tiktok offers multiple opportunities for your account in advertising a product. This importantly works towards driving sales. These can be a great solution to directing users of the app to your Tiktok profile, website, and ultimately product purchasing. This includes:

• TopView ads
• Brand Takeover
• In-Feed Ads
• Branded Hashtag Challenge
• Branded Effect

Get TikTok-ing

So, you’re looking to gain an upper hand in the beverage market? Open yourself up to a larger audience? Express your brand creatively? Tiktok is the place to be. It is the platform of our generation. And it’s likely that your competitors are already fighting for a spot on users’ screens. So, it’s up to you to break through that clutter, and have your beverage be the one in those users’ hands.

1.TIkTok Marketing Science, CPG Vertical Insights Study, EU, 2021 conducted by Walnut 3. TikTok Marketing Science IT FOOD Survey 2023, conducted by AYTM (Base: TikTok users, n=500)