TikTok has a little bit of something for everyone, and the food industry is no exception. Whether you’re a farmer, restaurant owner, foodie or anything in between you’re sure to find millions of educational, funny, inspiring and mouthwatering videos.

If you aren’t on TikTok or utilizing its vast library of influencers, it could be time to give it a try! Check out how TikTok is being used across the food system.

On the farm.

Farmers are using TikTok to increase business, connect with other farmers around the world and educate the general public on hot topics like animal welfare.

There’s no shortage of farm life on TikTok. The top farm-related hashtags speak for themselves:

  • #FarmTok has over 5.2 billion views
  • #FarmTikTok has over 130 million views
  • #FarmerTok has over 81.6 million views

One popular creator on #FarmTok is Shay Myers, a 3rd generation onion farmer. Shay uses his platform to share videos with topics ranging from why farmers rotate crops to how to pick a great onion at the grocery store.

Another popular creator is Dr. Michelle, a dairy vet with 258 thousand followers, who shares educational videos with users like what it’s like inside a dairy parlor and what additives you might find in your milk.

Roughly 43% of TikTok’s global audience is between 18 and 24 years old and 32% are aged between 25 and 34.

A new favorite of foodies.

Social media has always been beloved by foodies and TikTok is no exception. Recipe and cooking videos continuously rank as one of the most popular content categories on TikTok with over 18 billion views as of July 2022.

Popular foodie creators like Morgan Hipworth and Colin Wingerter share recipe videos that are sure to make your mouth water and serve up some serious meal prep inspiration. Other popular foodies spend time reviewing meals from everywhere from fast food joints and food trucks to Michelin star restaurants.

Other creators dedicate their time to reviewing specific products. Whether it be the latest trendy item from Trader Joe’s or a new sports drink, there’s a creator on TikTok ready to review it. Creator Loryn Powell, a self-declared “seltzpert” has amassed 26.8 million likes and 877.6 thousand followers creating hard seltzer review videos.

The foodies of TikTok are also bridging cultures with their videos. After going viral on the app, the classic Mexican dish birria tacos have started appearing on menus across the US. The West African staple fufu also sharply increased in popularity after a video of someone eating it went viral on the platform.

TikTok users spend an average of 52 minutes per day on the app.

Restaurants rake in new business.

When it comes to TikTok, you never know when you might go viral. For the restaurant industry, one TikTok could make or break your reputation.

A 2021 survey found that 36 percent of TikTok users have visited or ordered food from a restaurant after seeing that restaurant on the platform. In June 2022, a video review went viral of Mike’s Ice Cream in Secaucus, NJ. After a TikTok foodie posted a glowing review video, the owner of Mike’s Ice Cream said he’s afraid he may run out of ice cream.

Tik Tok Restaurants

Restaurants have a lot to gain if they capture the attention of a local food guide like Chicago Food Guide or Crave CLE on TikTok. These popular accounts can tell you where to get the best deep-dish pizza, sushi, drinks and more.

90% of TikTok users visit the app more than once per day.

What’s nxt?

Adding a new social platform to your social roster is always an investment, but TikTok has proved it’s a valuable addition to any marketer’s toolbox.

Our team of subject matter experts focuses on food and agriculture—farm field to processing to entrée on a plate. We can help you build a new brand, protect an old one or target customers to foster sales. Let’s talk when the time is right to handle your next strategic marketing and communications challenge: Marcy Tessmann, marcy@co-nxt.com.