Scroll, Sip, Sell: Social Media – The Secret Ingredient Buyers Can’t Ignore

Hello from the rolling hills of Mid-Wales, where pure spring water flows freely, and the only thing faster than the stream is the pace of social media. It might seem like worlds apart, but for buyers like you, social media is now a key tool in staying ahead of the game. It’s no longer just a place to check in with friends, it’s where food and drink trends take root, and brands are building relationships with consumers like never before. So, how can you tap into this shift to make smarter buying decisions and stock the next big thing?

Let’s dive into how social media is transforming the industry and why it’s more important than ever for buyers to stay tuned into what’s happening online.

Trends Take Root Online
Social media has become the breeding ground for trends, where movements are born and brands make their mark. It’s no longer just about flashy campaigns; it’s about creating meaningful, shareable moments that consumers want to be a part of. One standout example of this is Candy Kittens, which has embraced the power of QVC 2.0 on TikTok. Their live events, like Black Friday Live, generate excitement by offering time-sensitive, interactive shopping experiences. With Jamie Laing, both founder and influencer, leading the charge, these events feel personal and relatable. His presence, recognised from Made in Chelsea, brings an element of familiarity and excitement, engaging viewers in a way that feels real to them.

This mix of engaging content and Jamie’s natural, influencer-driven appeal means the events are captivating, but not in a forced way. It’s a direct, dynamic approach that resonates with the audience, making the whole experience feel authentic despite the high energy.

Takeaway for Buyers
– Social media is your window into the brands shaping tomorrow’s trends. Platforms like TikTok allow you to discover brands that stand out with real-time interactions, allowing you to engage with emerging products and gauge consumer excitement in a way traditional marketing simply can’t. It’s an invaluable tool for identifying the products that will connect with consumers and move off the shelves.

Authenticity in Action: From Sustainability to Real Stories
Authenticity is crucial in today’s market, but it looks different for each brand. Let’s explore two examples of how it works in practice: Too Good To Go and FreeAF.

Too Good To Go: Authentic Engagement through User-Generated Content
Too Good To Go, while not a traditional food or drink brand, is an innovative reseller platform helping reduce food waste by connecting consumers with businesses (restaurants, bakeries, etc.) to save surplus food. Through user-generated content (UGC), Too Good To Go has successfully built a strong community on TikTok, with over 70,000 followers and 204,000 likes.

By encouraging users to share videos of their “Surprise Bags,” Too Good To Go taps into the excitement of discovering quality food at a discount while promoting sustainability. These videos, showcasing real people engaging with the app, foster an emotional connection that’s hard to replicate through traditional ads.

Takeaways for Buyers
– Authenticity Builds Trust: UGC helps build trust as consumers see real people engaging with the platform.
– Engagement Drives Loyalty: The interactive nature of TikTok helps Too Good To Go build a loyal community.
– Highlight Shared Values: Too Good To Go’s focus on sustainability resonates with today’s socially conscious consumers and those looking for a bargain.

FreeAF: Real Stories, Real People
FreeAF, a UK-based alcohol-free brand, connects with consumers by sharing real, unfiltered stories through candid street interviews. These unscripted moments highlight why people choose alcohol-free options and have proven to resonate with audiences. FreeAF’s TikTok content shows authentic, relatable voices, further driving the brand’s popularity and trust.

With over 250,000 followers, FreeAF continues to tap into the power of real conversations, creating genuine connections and building a strong community. Their authenticity shines through in how they share their brand message.

Takeaway for Buyers
– Real People, Real Stories: FreeAF proves that consumers connect with raw, unscripted stories rather than polished ads building lasting consumer loyalty

Looking Forward: Social Media Trends You Can’t Ignore
Social media trends in food and drink are constantly evolving, but some key shifts are shaping the future of the industry.

– Live Shopping: TikTok’s live selling will continue to grow, providing direct sales opportunities while building a real-time connection between brands and consumers. This trend creates an exciting way to engage with audiences and directly impact sales.

– Purpose-Driven Marketing: Consumers are increasingly drawn to brands with a clear mission. Sustainability, ethics, and social responsibility will continue to be pivotal in shaping purchasing decisions. Expect more brands to focus on sustainability and leverage social media to highlight their commitment to these values.

– Hyper-Local Stories: Consumers are gravitating toward brands that share local stories and show where they come from. Social media is the perfect place to highlight these narratives, creating a deeper emotional connection with consumers who value authenticity and locality.

Embracing the TikTok Generation
Social media has transformed from a casual platform into a powerful business tool. For brands like Radnor Hills, it’s a way to showcase sustainability and authentic storytelling. But more importantly, it’s where the future of food and drink is being shaped—and that future is being driven by the TikTok generation.

Gen Z values authenticity, sustainability, and direct engagement with brands. TikTok, in particular, has become the go-to platform for turning trends into movements, offering real-time interactions that foster loyalty. For buyers, this means keeping an eye on the brands that are making waves on social media and stocking products that align with these values.

The brands that connect with consumers through storytelling and real-time engagement will lead the way. Now is the time to tap into these trends and stock up on products that engage with Gen Z and embrace social media’s full potential.