TikTok isn’t just a place to scroll anymore — it’s where buying decisions are made, trends are born, and brand love is built in real time. As Gen Z steps into their role as household grocery decision-makers, their go-to platform is rewriting the rules of engagement for FMCG brands.
TikTok is no longer just a channel. It’s an ecosystem, and the brands winning big are the ones embracing speed, spontaneity, and storytelling.
Here are the five trends shaping success on TikTok right now — and how smart FMCG marketers are using them.
The line between content and commerce has blurred. With 81% of TikTok users discovering new products through the platform, shoppable content is no longer optional — it’s expected. Think seamless paths from scroll to sale, product links inside creator content, and reviews that look more like real-life recs than polished ads.
Gone are the days of glossy brand campaigns dominating feeds. Today’s users crave content that looks like it came from their camera roll — not a photography studio. Whether it’s a behind-the-scenes product journey or a dupe recipe shared by a fan, relatability drives results. Think low-fi, not low-effort.
TikTok has just taken over Google as the number 1 search engine in the world for Gen Z, with more than 40% using TikTok instead for everyday searches. Smart brands are leaning in with solution-led content that answers questions before they’re even asked. It’s not about hard selling — it’s about solving. One person, one problem, one solution.
Influencer culture on TikTok isn’t about follower counts — it’s about connection. Microinfluencers, with smaller but deeply engaged audiences, are driving real brand lift. And when brands let creators lead the way — free from rigid guidelines — the results speak for themselves. One piece of advice echoed in the webinar? “Forget your key messages. Trust the creator.”
AI is quietly transforming content ideation, helping brands jump on trends faster and personalise messaging at scale. Whether it’s auto-generating content drafts or testing variations in real time, AI is removing the barriers between ideas and execution to drive the needle forward at a rate of knots.
TikTok success isn’t about chasing every trend — it’s about building a system that helps you spot the right ones, fast. The winning formula? Value-first content, a willingness to move quickly, and a focus on real connection. Think taste tests at random locations. Think expert TikTok Lives. Think behind the scenes footage of your next NPD before it hits shelves.
The brands showing up best on TikTok right now aren’t shouting — they’re storytelling. And it’s working.
Curious how this framework could drive your next campaign?
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