In today’s digital landscape, a single TikTok can send a food product flying off the grocery store shelves overnight. Forget flashy billboards or big budget commercials, now a casual, unfiltered video holds the power to change your whole brand.
The Viral Pasta That Changed The Game
One of the most powerful examples of this was the feta pasta dish that exploded on TikTok in early 2021 during the window of Covid lockdowns. One by one, creators began posting effortless videos of themselves tossing pasta, tomatoes, and a block of feta cheese in a dish, and bang, feta cheese became a nationwide scarcity.
What made this recipe special? It wasn’t just the ingredients. It was the casual, accessible nature of the content. These videos were filmed in real kitchens, with minimal editing by creators who felt more like friends than influencers. Despite not being able to taste the food, viewers trusted the reactions and rushed to try it themselves.
Why Casual Content Works Well
Low production, authentic posts that don’t feel like ads thrive on TikTok because it’s relatable, easy to consume, and easy to recreate. Users see this content and think, “Hey, I could do that.”And when people engage with it? The TikTok algorithm takes notice and continues to push it out even more.
For food brands, this creates an incredible opportunity. If your product ends up in the right recipe or trend, you could earn massive exposure without ever spending a dime on traditional media.
The Rise of Micro-Influencers
Another slice of this pie is the micro influencer. In the past, brands would spend big money to work with celebrities. Now, the most effective partnerships come from creators with smaller, highly engaged audiences. And the best part is, you don’t need to blow your entire marketing budget to work with them.
Why are these micro influencers so effective?
- Their content feels authentic, not scripted
- Their followers trust them deeply
- They often have a stronger engagement than larger creators
In short, micro influencers are seen as real. And that trust translates directly to product investment, sales, and brand loyalty.
Winning on TikTok as a Food Brand
Let’s say you’re a beverage brand. Your goal? Get featured in a “beverage girlie” haul. Or maybe you’re a snack brand partner with a mukbanger who shares your chips in their late-night cravings content. These moments feel personal, not promotional, and that’s what makes them powerful.
Even though TikTok trends move fast, that speed is a blessing. It gives food brands the ability to jump in quickly, stay relevant, and even outperform competitors if they know how to use the platform effectively.
Food For Thought
TikTok has flipped the script on food marketing. With the right mix of casual content, the perfect micro influencer, and a little push from the algorithm, any brand, big or small, has the chance to go viral.
Don’t sleep on
- Casual, relatable videos
- Trustworthy, smaller creators
- The snowball effect of the TikTok algorithm
Food brands, your next big moment could start with a single video.
