Coconut water brand Vita Coco leans into social listening as a key part of its marketing strategy.
One of the tricks to TikTok success is hopping onto trends fast and early. As such, Vita Coco worked with a technology company to first help it suss out relevant trends on the social site before it began curating its own content. In this way, the brand makes use of TikTok as both a research and engagement platform. That said, as soon as videos of “Nature’s Cereal“, a healthy cereal alternative composed of berries, pomegranate seeds, ice cubes, and coconut water, began to go viral on TikTok, Vita Coco was ready to perform. Within 36 hours of the trend’s kickoff, Vita Coco had a video ad up and running, using something it had shot earlier that very morning for Instagram.
Currently, Vita Coco is the leading brand of coconut water in the U.S. with an estimated 60% of the $1.2 billion market. But by keeping a close eye on popular trends and platforms, the label was able to expertly insert itself into an already-flowing conversation in a language that was already familiar to the audience. Soon after, Vita Coco’s following on TikTok doubled, which also linked to Amazon to drive purchases of the product.
Brands looking to make a splash with a new audience or re-introduce itself to a new audience must pay attention to emerging platforms, but should know that they don’t need to do double the work to make an impact. Vita Coco re-used footage it had already shot that morning for Instagram on TikTok as its video ad, effectively tapping into existing content libraries on its other channels to match consumer trends – something leading brands in Gartner’s Digital IQ Index: Food & Beverages began practicing last year.