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1、Guide to TikTok Influencer Marketing for Food&Beverage BrandsIntroductionIn 2023,creator-led marketing is no longer just“nice to have,”or siloed from a brands overall marketing strategy.Instead,creator-led marketing is a pivotal component of leading brands broader marketing stacks.In the face of a p
2、otential economic downturn,brands are leveraging creator relationships to endorse their products,ultimately inspiring consumer trust and driving ROI in a way thats unmatched by digital marketing alone.According to Mediakix,influencer marketing ROI exceeds the ROI of other digital marketing programs
3、by 11x.11xgreater influencer marketing ROI than the ROI of other digital marketing programsCreator-led marketing boasts a unique ability to drive results across all phases of the marketing funnel,from awareness to sales and revenue.In todays market,creators are powering incredible eCommerce for bran
4、ds.According to TikTok,more than half of consumers report always relying on online reviews or creator recommendations before purchasing a product.TikToks findings also uncovered that roughly half of consumers will research a product after seeing a creator-endorsement,and more than half of this group
5、 will ultimately purchase the advertised product.Roughly half of consumers will research a product after seeing a creator-endorsementMore than half of this group will ultimately purchase the productCreator Impact on Consumer BehaviorIntroduction:Brands Leveraging New Strategies As creator-led commer
6、ce continues to rise,winning food and beverage brands are catching on.TikTok provides an unrivaled ability for these brands to leverage creator content and engage consumers across various formats,such as spark,in-feed,and live ads.The worlds premier food and beverage brands are already paving new pa
7、ths on TikTok for brands across all verticals.With creator-led commerce shaking up how brands approach their marketing strategies,we took a look at some of the food and beverage brands that have mastered TikToks new medium.Introduction:CreatorIQ is proud to be TikToks first official SaaS Creator Mar
8、keting partner.We help leading enterprises and food and beverage brands like Anheuser-Busch,Nestl,and Red Bull grow,manage,and measure best-in-class influencer marketing programs on TikTok.Thanks to our platforms TikTok integration,brands gain access to exclusive,first-party insights on TikTok creat
9、ors and their content,including audience demographic data,trends in follower count growth,and top-performing videos.Executive Summary Creator-led marketing on TikTok enables brands to achieve three key outcomes:Generate awareness TikTok has over 1B monthly active users,90%of whom visit the platform
10、multiple times each day(Influencer Marketing Hub).Drive revenue 67%of TikTok users have made spontaneous purchases because of the platform(TikTok).Build brand affinity 73%of TikTok users feel a deeper connection to brands they interact with on the platform(TikTok).Best PracticesTo execute effective
11、creator-led campaigns on TikTok,brands should keep in mind four best practices:Generate content that immediately engages audiences by choosing creators who understand your target consumers,allowing you to riff on organic trends.Set clear,measurable objectives for campaigns,and select creators who wi
12、ll help you achieve your goals.Monitor KPIs at both the campaign and content level in order to identify areas of opportunity.Ensure that content feels authentic by granting creators artistic freedom,while still clearly communicating campaign guidelines.Why Work with Creators?Creator-led campaigns ar
13、e the single most effective way to engage and mobilize audiences on TikTok.Lets take a deeper look at the three key outcomes that enterprise brands can achieve by putting creators at the center of their TikTok marketing strategies.Generate Awareness on an Unprecedented ScaleWhy Work with Creators?Ti
14、kTok boasts a massive,highly engaged user base.The platform has over 1B monthly active users globally(Statista),and saw more downloads than any other app in 2021(Apple).Additionally,according to Influencer Marketing Hub,90%of users visit the platform multiple times per day,while 46%of users watch Ti
15、kTok content without distractions or multi-screening(TikTok).The sheer scope of TikToks community,coupled with users consistent activity,renders the platform a powerful tool for brands looking to reach a vast community of consumers.90%of users visit the platform multiple times per day46%of users wat
16、ch TikTok content without distractions or multi-screening(TikTok).Drive Revenue TikTok is as much a platform for product discovery as it is for entertainment,with the#TikTokMadeMeBuyIt trend fueling record sales of items ranging from makeup to movie tickets.Moreover,research by TikTok found that 67%
17、of the platforms users have made spontaneous purchases because of the app.Businesses can capitalize on TikTokers enthusiasm for shopping with social commerce tactics that encourage immediate conversation,such as inviting creators to post affiliate links in the“bio”sections of their profiles.Its impo
18、rtant to note that TikTokers also tend to be more cost-effective partners than creators on other platforms,resulting in particularly impressive campaign ROI.67%of the platforms users have made spontaneous purchases because of the appWhy Work with Creators?Build Brand Affinity TikTok fosters a strong
19、 sense of belonging among its users:59%of global TikTokers feel like part of a community on the app.Enterprise businesses can tap into this sentiment to inspire loyal followings for individual sub-brands.An impressive 73%of the platforms users report experiencing a deeper connection to brands they i
20、nteract with on TikTok,compared to other social networks.73%of the platforms users report experiencing a deeper connection to brands they interact with on TikTok,compared to other social networks.59%of global TikTokers feel like part of a community on the app.Why Work with Creators?Best TikTok Marke
21、ting Practices for Food&Beverage BrandsIts clear that TikTok can fast-track growth and drive impressive ROI for savvy food and beverage brands.So what does successful influencer marketing on TikTok look like for these brands?The following section outlines best practices to help food and beverage bra
22、nds run game-changing creator-led TikTok campaigns.Image source/ChesterCheetah on TwitterCheetos Reaps the Benefits of Innovative CampaignCheetos made a splash in summer 2022,when the iconic snack brand unveiled its latest creation:the Cheetos Flamin Hot Carolina Reaper,a new twist on the classic fo
23、rmula made with one of the worlds spiciest peppers.The brand promoted this explosive new offering with an intuitive understanding of what makes TikTok campaigns click:a simple yet customizable premise,an irresistible challenge,and plenty of goofy fun.By prompting TikTok stars and everyday consumers
24、to film their reactions to trying the super-spicy treat,Cheetos set the stage for a strong campaign.Best Practices#CheetosReaperReactions4.6kPosts2.2kIndividual Creators$26.6MEMV for CheetosIn June 2022 alone,#CheetosReaperReactions powered$26.2M EMV,a whopping total that underscored the campaigns i
25、nstant success.From April 2022 to March 2023,the campaign pulled in$26.6M EMV via 4.6k posts from 2.2k creators,ranking as Cheetos No.1 hashtag by over$16M EMV.Due in part to the campaigns success,Cheetos saw an incredible surge in TikTok content across the board:the short-form video platform was re
26、sponsible for$38.6M EMV,a 361%year-over-year increase.Best PracticesNo.1 Hashtag$38.6MEMV from TikTok361%Increase YoYBest PracticesImage source/ChesterCheetah on TwitterClosing Campaign ResultsThanks to momentum from#CheetosReaperReactions and other TikTok campaigns,Cheetos closed the time period mo
27、nitored with$68.7M EMV,a 94%YoY growth.Given that TikTok accounted for more than half of this total,the brand is sure to double down on what proved a highly successful strategy.In addition to EMV improvements,Cheetos expanded its creator community and content volume by 75%and 78%,respectively,earnin
28、g mentions from 5.3k influencers across 10.9k mentions.$68.7MEMV in period monitored 94%Increase YoY75%Increase in Community Volume78%Increase in Content VolumeBest PracticesBest PracticesSoftware SpotlightCampaign Planner+Creator DiscoveryCreatorIQs Campaign Planner enables enterprise businesses to
29、 forecast budget,costs,and estimated ROI for upcoming campaigns.Use our platforms Creator Discovery capabilities to rapidly surface impactful partners via intelligent recommendations,set benchmarks and KPIs,and ensure brand fit with in-depth creator insights.Creator DiscoverySearch+Add SelectedMaint
30、ain Authenticity With Target Consumer DemographicDuring Cheetos campaign,the brand successfully leveraged TikTok to build relatability among Gen Z and millennial followers with a penchant for food challenge content.Cheetos understood that users view TikTok as a place to discover engaging viral posts
31、,and tailored its campaign with a level of interactivity sure to attract new audiences.Notably,despite the campaigns advertorial nature,the challenge aspect proved an effective hook for younger consumers,sparking impressive results.35%According to Hootsuite,35%of TikTok users have participated in a
32、hashtag challenge,and 16%of all videos on the platform are linked to these challenges.TikTok by the Numbers14%One study by TikTok found that remixing a trend in a paid post led to a 14%increase in watch time.Best PracticesOLIPOP Secures Status as a TikTok-Favorite Brand Boasting aesthetic packaging
33、and mouthwatering flavors,soda brand OLIPOP has been on a whirl over the past year.From April 2022 to March 2023,OLIPOP collected$40.7M EMV,an astounding 226%YoY growth.The brand featured in 13.0k pieces of content from 4.4k creators,claiming YoY post volume and community expansions of 74%and 67%,re
34、spectively.Like many surging brands,OLIPOP owes much of this growth to TikTok.The short-form video platform was responsible for$25.4M EMVa figure that represented not only 62%of the brands total,but a remarkable 1.8k%YoY improvement.Best Practices$25.4MEMV from TikTok content 1.8k%Increase YoY$40.7M
35、EMV from April 2022 to May 2023 226%Increase YoY#OLIPOPPartner1.5kMentions339CreatorsNo.1 Hashtag Image source/yeatp on TikTokImage source/$25.9MEMV generated from#OLIPOPPartnerTikTok accounted for nine of OLIPOPs top 10 and 19 of its top 20 EMV-generating pieces of content from April 2022 to March
36、2023.Most of the brands highest-performing TikTok content featured food or lifestyle influencers such as Mari and Candice Cooks(mariandcandicee)or TP(yeatp)touting their favorite OLIPOP offerings,often tagging these posts#OLIPOPPartner.During the time period monitored,#OLIPOPPartner garnered 1.5k me
37、ntions from 339 creators,driving$25.9M EMV.In comparison,the brands No.2 campaign term,#OLIPOP,netted just$3.0M EMV.Best PracticesSoftware SpotlightCreator ConnectRecruit and onboard creators directly via the CreatorIQ app.Strengthen your network with access to detailed creator information,and use c
38、ustom questionnaires to match creators to specific campaign goals.Best PracticesGrant Creators Artistic FreedomWith millennials having an average attention span of just twelve seconds,marketing content on video-first platforms like TikTok doesnt have much time to capture viewers imaginations.Brands
39、should follow OLIPOPs lead and allow creators to tout their products in a manner thats in keeping with both their other content and trending online conversations.According to one study by TikTok,this strategy led to a 14%increase in watch time.Best Practices68%of TikTok users find ads on the platfor
40、m to be unique from ads on competitive social networks.TikTok by the Numbers55%Creator content drives a 55%boost in(aided)brand recall for products.Best PracticesChobani Rides Oat Milk Wave to New Heights With oat milk all the rage amongst younger consumers,who are largely bypassing dairy for other
41、options,Chobani saw a key opportunity.The brand tapped into the trend in summer 2022,launching a Metaverse experience for its 2019-launched oat milk.Dubbed the“Chobani Oatmilk Cosmic Race,”the campaign saw consumers compete on Roblox to race across the galaxy delivering Chobani Oatmilk to various pl
42、anets.The creative,eye-catching campaign helped the brand appear on countless For You pages in June 2022,turning a novel idea into a true viral smash.In all,the affiliated campaign tag,#CatchChobaniOatmilk,pulled in$20.4M EMV via 3.9k posts from 1.8k creators from April 2022 to June 2023,ranking as
43、Chobanis No.1 hashtag by nearly$10M EMV.$20.4MEMV generated from#CatchChobaniOatmilk3.9kposts,from 1.8k creatorsChobani By the NumbersImage source/chobani on TwitterBest PracticesAs with Cheetos,Chobanis intuitive understanding of what makes for a winning TikTok campaign helped power momentum for th
44、e brand as a whole.On the heels of its viral TikTok success,Chobani accrued$33.2M EMV,an impressive 278%YoY improvement.The brand more than doubled its community,surging 103%YoY to 4.3k creators,while Chobanis 10.4k pieces of content represented a 75%YoY growth.$33.2MEMV75%Increase in Content Volume
45、 YoY103%Increase in Community Volume YOY278%YoY ImprovementSoftware Spotlight In-Campaign Brand SafetyUse CreatorIQs streamlined content approval and in-campaign brand safety monitoring capabilities to encourage your brand partners creativity while steering clear of controversy.Content Approval2 Com
46、ments2 Comments2 Comments2 CommentsMarch 2023APPROVEREJECT2 Comments1.4MBest PracticesMobilize Creators via Competitive CampaignsAccording to Sprout Social,66%of consumers claim that video content is the most engaging type of social media.Additionally,short-form content is reported to be 2.5 times m
47、ore engaging than long-form video.Influencer marketers can leverage videos engaging qualities by introducing competitive or interactive features to a video-based campaign,as Cheetos did with its Reaper Challenge,or Chobani did with its Cosmic Race.According to Shopify,TikTok has the highest engageme
48、nt rate for creator content of all social media platforms.TikTok by the NumbersBest PracticesBest Practices for Food&Beverage Brands TikTok Marketing Strategies Recap:Grant creators full artistic freedomEngage followers with short-form video campaignsMaintain authenticity and relatability with targe
49、t consumers Introduce competitive and interactive elements to these campaignsConclusion According to TikTok,65%of consumers claim to always rely on creator or online reviews prior to making a purchase.As more and more food and beverage brands set the standard for effective creator-led marketing on TikTok,these same consumers are taking note of which brands stand out on the platform.By following the best practices laid out in this report,food and beverage brands can scale their TikTok marketing programs to drive unmatched sales and ROI.Learn more at COPYRIGHT CreatorIQ 2023