Time to join the party

TikTok has launched a plethora of food stars as social chefs have become relatable through teaching themselves to cook and then sharing the things they make. Granted, this is nothing new, however TikTok works because it has an incredible sized audience, and a high level of engagement. Food does really well on the channel because it inspires you to try new dishes and cook. 

Now TikTok has announced that, for the first time in the UK, users will be able to purchase fresh food directly through TikTok Shop, including from pasta brand Pasta Evangelists, online fishmonger The Fish Society and The Veg Box Company.

It makes perfect sense for the social channel to make this move. 

One of the major successes analysts note about the platform is its ability to make stars very quickly – its speed of scale is remarkable. 

It has the potential to do the same for food and drink makers and Finn Lagun, co-founder and CMO, Pasta Evangelists, believes so. Being early to the TikTok game has helped the business bring fresh, artisan pasta to homes. It sees the current “exciting opportunity” as a chance to “change the face of modern retail”.

And why not? Take TikTok recipes. Some such as Feta pasta have gone so viral and caused so much stir, they appearedl on food blogs and even landed on Google’s top trending recipes of 2021. Furthermore, last year saw Google’s top trending food searches come from TikTok – it made up over half of the list. 

A lot of what users are engaging with play to what many see in the industry: convenience, health, and uniqueness. 

The food and drink industry has the chance to be involved with the conversations about trending topics and food and drink items, by recommending brands as well as striking up partnerships with content creators.

Though it’s easy to pass off the app as just another video sharing platform, it’s clear that there’s more to it when it comes to food and drink. Due to the sheer popularity of TikTok, food and beverage brands might want to start paying attention to ways they can engage with the app. They may want to get followers to ask creators questions about a product, discover ingredients, request opinions, and engage with the brand in a much more deep and meaningful way.

• Rodney Jack, editor, Food & Drink Technology.
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