The digital age has transformed how grocery products gain popularity, with social media playing a pivotal role.
- Influencers like KSI, Logan Paul, and Mr Beast have turned their brands viral through platforms such as TikTok and Instagram.
- Products like Prime Hydration and Little Moons have seen exponential success by trending online before hitting store shelves.
- Retailers seek to harness the viral potential of platforms to boost sales and customer engagement.
- Understanding audience and creating engaging content remain crucial for brands wanting to capitalise on the social media trend.
In today’s fast-paced digital landscape, the journey to a product’s success often involves going viral on social media. Where traditional methods of gaining visibility hinged on securing shelf space in major supermarkets, today’s trendsetters are leveraging platforms like TikTok to capture consumer attention. This shift is exemplified by Prime Hydration, co-launched by YouTube personalities KSI and Logan Paul. Upon its introduction to the UK market in early 2022, the product swiftly became a sensation, achieving retail sales worth $250 million (£194 million) worldwide within a year, of which $45 million (£34 million) was recorded in January 2023 alone. The frenzy around Prime led to queues outside established retailers such as Morrisons and Tesco, with rationing measures in place to manage demand.
Similarly, products like Feastables by YouTube star Mr Beast and the Sidemen’s vodka have found receptive markets by capitalising on their creators’ large social followings. The reach of these figures no longer confines itself to the online realm, as evidenced by the broad retail interest and consumer demand.
An intriguing case study is Little Moons, a mochi ice cream brand. Although established in 2010, it wasn’t until a decade later that it truly skyrocketed, thanks to organic exposure on TikTok. Anna Draper, the brand’s Head of Marketing, credits this success to user-generated content, noting that whilst the company did not directly trigger the viral trend, the platform’s nature allowed for spontaneous and widespread sharing. The momentum gained on social media soon attracted mainstream media coverage, further cementing its status as a coveted product.
https://www.tiktok.com/@user/video/7193320128237407493
The current digital economy underscores the importance of understanding one’s audience. Josie Pattle, a senior editor at We Are Social, highlights the necessity for brands to cultivate a deep awareness of their market’s needs and interactions. She advises that businesses should offer solutions that resonate, position themselves uniquely, and maintain authenticity to foster engagement and loyalty.
TikTok continues to dominate as a source of viral trends, especially among younger users. Unlike other platforms, TikTok’s algorithm favours engaging content over follower counts, empowering diverse creators to influence public discourse. M&S Food exemplifies a retailer embracing TikTok’s potential, with content under the #percypig hashtag amassing over 96 million views. The platform serves as fertile ground for authentic reviews and practical demonstrations that drive product visibility.
The emphasis on genuine, relatable content is echoed by Draper, who advises brands to align digital strategies with their core values while engaging with current social trends. M&S leverages this insight by appointing social media champions in-store, ensuring communication resonates with local communities. This approach enhances credibility and fosters trust, reinforcing the efficacy of targeted digital interactions.
In conclusion, the synergy between social media dynamics and retail strategies represents a transformative evolution in product marketing and consumer engagement.
