Ten Ways for UK FMCG Brands to Win on TikTok in 2024

TikTok remains a pivotal platform for UK Fast-Moving Consumer Goods (FMCG) brands. With its unique blend of creativity, culture, and community engagement, it offers immense opportunities for brands to connect with their audience. Let's delve into ten strategic approaches inspired by successful UK brands to excel on TikTok.

1. Embracing Viral Trends

Days Brewing's effective participation in the 'Tube Girl' trend highlights the importance of tapping into viral movements. Joining such trends can significantly increase brand visibility and interaction with the audience.


2. Authenticity in Content Creation

Little Moons’ phenomenal rise with their mochi ice cream bites underscores the power of authentic content. Brands should focus on genuine, relatable content that resonates with their audience.

3. Purpose-Driven Campaigns

Co-op's recycling initiative exemplifies the effectiveness of purpose-driven campaigns. Campaigns focusing on social or environmental issues can resonate with TikTok's conscious community and build a loyal following.



4. Culturally Relevant Content

Costa Coffee’s successful use of TikTok’s cultural nuances, like their cut-out filter campaigns, demonstrates the importance of creating culturally relevant content. It's about crafting content that speaks the language of different TikTok subcultures.

5. Engaging Global Issues

Nespresso’s sustainability campaign on TikTok successfully engaged global issues, resonating with the TikTok community. Brands can leverage TikTok to showcase their commitment to broader societal or environmental themes.

6. Interactive Challenges and Fun

Doritos' interactive challenges create memorable brand experiences. They encourage audience participation, often leading to increased brand visibility and engagement.


7. Simplicity and Relatability in Content

Mondelēz International’s approach with Oreo on TikTok emphasizes simplicity and relatability. TikTok thrives on raw, unfiltered content that users can easily relate to and engage with.


8. Leveraging User-Generated Content

Ocean Spray’s success from a viral user-generated video showcases the power of embracing and amplifying organic content created by TikTok users, which can amplify a brand’s reach and add authenticity to marketing efforts.


9. Tapping into TikTok for Product Development

Heinz’s partnership with Absolut Vodka to launch a limited-edition vodka pasta sauce, inspired by a viral TikTok trend, demonstrates the potential for using TikTok trends as inspiration for product development.


10. Consistency and Adaptability

Maintaining a consistent presence on TikTok while being adaptable to its ever-changing environment is crucial. Regularly updating your content strategy to align with new trends and audience preferences can help maintain relevancy and engagement.