As the pandemic prompted people everywhere to focus on at-home cooking, the time spent on foods prepared at home also meant that many social media users were sharing their recipes and other food-related videos on platforms, like TikTok and Instagram. Video-sharing app TikTok isn’t necessarily new, but the massive surge in the platform’s popularity in 2020 caused many major brands to refocus digital marketing efforts.
TikTok creators are making videos about specific food products and tools as well as recipes, which has created a serendipitous effect for several companies. One video posted touted the OXO 3-in-1 Avocado Slicer as a useful kitchen hack; this gained roughly 5.9 million views, 630,000 likes and 20,000 shares.
Smartbrief.com reports on what is arguably one of the most well-known food and beverage TikTok videos; the one by Nathan Apodaca (@420doggface208) featuring him skateboarding while drinking Ocean Spray’s Cran-Raspberry juice, singing along to Fleetwood Mac’s “Dreams.” The content generated +11% sales growth for Cran-Raspberry and +3-4% for the entire franchise, according to Melanie DiBiasio, senior manager at Ocean Spray.