If you’re a regular TikToker or all round social-butterfly, you may have noticed the lack of presence from alcoholic beverages on powerhouse platform TikTok. Unlike Twitter and Instagram where beers, wines and spirits alike are extremely popular and vocal, there is undoubtedly a grey area to what alcohol brands can and cannot post on TikTok.
TikTok’s community guidelines emphasize that you cannot post “Content that depicts minors consuming, possessing, or suspected of consuming alcoholic beverages, drugs, or tobacco.” - understandably, as this platform is renowned for attracting a younger audience. So similarly to Facebook and Instagram, there can be no evidence of brands posting content containing underage users.
But if this is the case, why are so many alcohol brands steering totally clear of TikTok when there is nothing to say that they cannot outright use the platform?
More importantly for them, with such blurred lines and ambiguous rules in place - how can they use TikTok to promote themselves?
How The Bevvies Are Doing It
The trick to getting around this has already been adopted by some brands, who are using very specific ‘drinks influencers’ to push themselves out on the channel. These influencers might make blends with certain spirits or feature the beverage in their content, meaning that the brands get a leg-up without actually having to post themselves.
For instance @drinksbyevie, who makes a range of cocktails from the window of her New York apartment.
The eccentric @SpiritedLA also shares TikToks of her making cocktails in fun outfits whilst name-dropping brands throughout.
Where to start
If you're reading this as an alcohol brand not knowing where to start with this Gen Z minefield, don't stress. We suggest the following options for those wanting to branch out and broadcast themselves as active on TikTok:
1) Drink-fluencers. As stated above, do your research and find TikTok influencers that have a large following in countries/locations where your product is available and reach out to them. Building a relationship with the right people has the potential to not only get your name out there but also to introduce you to larger audiences and further prospective ambassadors.
2) Non-boozey content. Take inspiration from brands such as Red Bull, who regularly post content surrounding extreme sports to appeal to their 'adrenaline seeking' audience. In the case of alcohol-related brands, this would mean delivering carefully thought-out content that reflects their brand identity and core values. The most important question to initiate this way of thinking is to ask yourself - what content will resonate with my audience? What do they love to see?
3) Get Truffle on the case. 😉 If mastering the TikTok universe is high on your agenda (which btw, it should be) but you don't have the time or knowledge to wrap your head around it, drop us an email and let us take care of the rest. Ciao for now!