With half of Gen Z consumers making a purchase after finding it on TikTok, the fast-growing social media platform looks set to unlock explosive growth for brands. And this week, challenger brand, Soda Folk, will debut live on the social network as TikTok’s first soft drinks partner thanks to an exclusive new deal.
Currently the only soda with a store on the new TikTok Shop, Soda Folk’s premium, US-inspired sodas are now shoppable on TikTok’s new live streams hosted by the platform’s top influencers and creators. Additionally, users can shop through short videos and via a product showcase tab on the Soda Folk homepage. Five hero products will be available including Cream Soda, Cherry Soda, Blueberry Muffin, Root Beer, and a mixed case featuring all these flavours.
TikTok works with a large range of exciting creators and aims to match Soda Folk with the most suitable ones who align with the brand’s values, mission and vision. Bi-monthly there is one big campaign, for instance ‘Summer’, alongside a Pay Day campaign which runs each month. For Soda Folk (as with other FMCG brands) category campaigns run more regularly throughout the month.
Marie-Claire Turbett, Soda Folk’s Head of Marketing, said: “TikTok selected Soda Folk because we’re shaking up the predictable, boring world of fizzy pop by making great tasting sodas combined with brilliant brand storytelling. That resonates with TikTok users because, when on the platform, they buy if they feel inspired by a brand. So our fusion of full-on, US-inspired flavours and social utility – every sale rewards people for doing good deeds in their community – gives us genuinely authentic ways to connect with shoppers.
“They can go down Soda Folk rabbit holes on TikTok in many ways: discover our premium ingredients and why we’re a Great Taste award winner; understand how the drink stimulates good memories by acting like a ‘time machine in can’; learn about how every sip celebrates people like themselves with our Good Deeds charity.”
Hannah Jibson, TikTok’s E-commerce Business Development Manager, said: “The FMCG category are very excited to onboard Soda Folk onto our new TikTok Shop marketplace – with such a great range of flavours and a brilliant story behind the brand. I believe TikTok Shop’s partnership with Soda Folk will be a successful one.”
Live stream hopping is already a huge part of social shopping culture in countries like China, where it is predicted that more than 320 million people will make at least one purchase from a livestream this year. One obvious advantage to live shopping on TikTok, rather than television, is the engagement. A GWI study last year found that users spend more time with TikTok than they do on any other platform. The average time spent on TikTok was 27.3 hours per month versus 15.5 hours on Facebook. Followers are able to ask creators questions about the product, request opinions or different angles, and engage with both the creator and the brand in a much more deep and meaningful way.