TikTok has taken the digital marketing world by storm, but is it a viable platform for Consumer Packaged Goods (CPG) brands? With its short-form videos, viral trends, and e-commerce integration, TikTok has become a powerful marketing tool. This guide explores how CPG brands can leverage TikTok for growth, engagement, and sales.
Why TikTok Matters for CPG Brands
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TikTok has approximately 1.562 billion users worldwide as of January 2025, with a growing number of brands leveraging its potential., with 75% of them engaging with brand content.
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45.5% of U.S. TikTok users are expected to make a purchase on the platform in 2025, making it the leading social commerce platform..
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Brands leveraging TikTok’s creator partnerships and paid ads experience higher engagement and conversion rates, although exact comparative data varies across industries..
@benandjerrys How many ways can you Cherry a Garcia? #benandjerrys #icecream #dessert #cherrygarcia #foryoupage #fyp
♬ original sound – benandjerrys
TikTok’s Key Features for CPG Brands
1. Algorithm-Driven Viral Reach
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TikTok’s algorithm prioritizes engaging content, allowing even small brands to go viral.
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Unlike Instagram and Facebook, organic reach on TikTok remains one of the highest in the industry.
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Brands can grow fast by using trending sounds, challenges, and hashtags.
2. TikTok Shop & E-commerce Integrations
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TikTok Shop enables brands to sell products directly through the app.
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Influencers can create shoppable videos with affiliate links, driving immediate purchases.
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Live Shopping Events allow brands to showcase products in real-time and boost conversions.
@pillsbury Chicken and dumplings make for the perfect fall dinner with just 7 ingredients needed 🥣 full recipe pinned in comment below! #pillsbury #chickenanddumplings #chicken #soup #soupdumplings #dumplings #dinnerideas #dinnerrecipe #comfortfood
♬ original sound – Pillsbury
How CPG Brands Are Succeeding on TikTok
1. Mondelez’s Sour Patch Kids Campaign
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Launched glow-in-the-dark Sour Patch Kids targeting Gen Z.
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Partnered with TikTok influencers for challenges, generating millions of views.
2. Crumbl Cookies’ Viral Strategy
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Used weekly flavor drops to create hype and encourage UGC (User-Generated Content).
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Their TikTok videos consistently get millions of likes and shares.
5 TikTok Strategies for CPG Brands
1. Partner with Micro-Influencers
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Influencers with 10K-100K followers have the highest engagement rates.
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Offer product sponsorships or affiliate commissions for influencer-driven content.
2. Leverage TikTok Challenges
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Create branded challenges that encourage users to showcase your products.
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Use trending music and themes to maximize participation.
3. Optimize Paid Ads on TikTok
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TikTok’s In-Feed Ads and Spark Ads allow brands to boost their best-performing content.
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Running A/B testing on ads helps increase ROI and engagement.
4. Utilize User-Generated Content (UGC)
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Repost customer videos featuring your product.
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Encourage reviews and tutorials from real users to build trust.
5. Experiment with Live Shopping
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Host TikTok Live Shopping Events to interact directly with potential customers.
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Offer exclusive discounts during live sessions to drive sales.
@mooresmarinadesandsauces Did we make you look? Look no further for tonight’s dinner inspo😍 . . . #Moores #MooresMarinades #MooreFlavor #Sauce #Lunch #Fyp #Fy #Breakfast #Dinner #Snack #WingSauce #MooresWingSauce #MooresSauce #Marinade #MooresMarinades #Food #Foodie #Delicious #Yum #Cooking #BBQSauce #BuffaloSauce #Cooking #Cook #Grill #GrillMaster #Recipes #HotSauce #SpicyHabanero #Recipe #Rice #Basmatirice #Mealprep #Mealprepideas #Bellpepper #Onions #Garlic #Steaktiktok #Steaktok #Steak #Dinnerinspo
♬ Made You Look – Meghan Trainor
Final Thoughts: Should Your CPG Brand Be on TikTok?
TikTok is a game-changer for CPG brands looking to expand their digital marketing efforts. By embracing short-form video, influencer collaborations, and TikTok’s e-commerce tools, brands can build awareness, engage new audiences, and drive revenue.
@mrfranksseasonings In the #kitchen or at camp, Mr. Frank’s is bringing flavor back! #flavor #firepit #firepits #steaktiktok #steakrecipe #steak #tbone #tbonesteak
♬ original sound – MrFranksSeasonings
Need a TikTok Marketing Strategy?
Cool Nerds Marketing specializes in TikTok strategies tailored for CPG brands. Contact us today to develop viral campaigns that convert!
