
FMCG player: According to a player in the fast-moving consumer goods (FMCG) business, TikTok does not serve as a channel. It instead acts as a product discovery engine.
For our 6-month campaign to promote our new line of refrigerated sauces, we used a TikTok growth service (High Social). Setup strategic lining was very important. We pursued more than just foodies. We identified more granular audience clusters that we could target for the campaign. These included vegan meal prep enthusiasts, air fryer recipe creators and even quick dinner solution seekers. Because of the AI focus, this did not serve content to random users but rather users with proven intent.
It was so easy to use and deploy in an enterprise environment. Our social media managers managed day-to-day communications through a central point of contact, so my sales strategy team could build plans that wove in social buzz and promotions from retail partners. Watching those real, engaged followers pour in while producing their own recipe videos featuring our product was the ultimate confirmation. The platform delivered scalable, natural reach to complement our paid media spend and improving the efficiency of our overall launch mix. Review collected by and hosted on G2.com.
Attribution is a major challenge from a sales leadership perspective. The service had a proven track record of increasing follower growth and engagement metrics, however, a closed-loop system linking this engagement to in-store sales is tricky. To accomplish this, we were reliant on lift studies from third-party sources and examined regional sales spikes in conjunction with viral TikTok trends. This requires extensive communication across multiple departments.
Also, for a worldwide company with multiple brands, it can incur substantial costs to scale across various products at once. More flexible enterprise licensing would be beneficial. I think it would be nice to see more quarterly business reviews with metrics that look beyond growth numbers and relate to industry news and competitor insights on TikTok. Review collected by and hosted on G2.com.
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