As Greenpark’s latest FMCG Future of Search report indicates, despite the explosion of social content, search engines, particularly Google, remain the primary way UK consumers discover food and inspiration, with 50 percent listing it as their go-to choice.
But potentially not for long…
A generational shift is underway with TikTok quickly becoming the go-to-platform for younger users, with 60 percent of Gen Z using it for food content.
We are increasingly seeing a growing divergence between how different age groups seek food inspiration.
Consequently, marketers need a dual approach, one that optimises content for search visibility while also mastering TikTok’s short-form storytelling to stay culturally relevant and top of mind.
After all, 75 percent of UK consumers search for food content every single week. That’s billions of searches every single month.
Don’t up your game and you risk losing out on an entire market of customers who could have been salivating to include your brand in their breakfast, lunch or dinner.
Does everyone just fall down the TikTok rabbit hole?
Whether it’s lounging on your sofa on a rainy day or lying in bed at 1am when you promised yourself an early night, everyone’s fallen into the TikTok rabbit hole at some point. Blink and the next thing you know two hours have passed.
There’s no need to think too hard.
Unlike Google, where you need to continuously decide what you are looking for, type it in, click through multiple websites and skim past long intros about someone’s childhood memories of lasagna, TikTok lets you scroll until something grabs you.
That’s the magic of it, you don’t need to know what you want as the content will find you.
Continue reading at FMCG CEO.
