Although there is a common misconception that Tik Tok is an app just for kids, adult centric brands are proving that wrong as Tik Tok’s adult audience grows substantially in 2022. Meet: The Wine Savant: a Brooklyn based glassware company that has seen explosive growth on the short-form video sharing platform. After creating an account just 6 months ago, The Wine Savant has garnered over a half a billion views and an audience of over 550,000 wine and whiskey lovers.
The Wine Savant describes themself as “the innovative destination for all things relating to wine and whiskey.” The Brooklyn based small business specializes in creating showcase pieces that are both functional and unique. This is some of the most eye-catching and interesting glass we have ever seen, did I mention it was all usable, well priced, and ships with Amazon Prime? Sounds like the recipe for success.
I recently had the opportunity to interview Brendan Cox, the Head of Marketing at Cling Brands, the parent company of The Wine Savant. Cox emphasized the importance of prioritizing organic social in your marketing strategy, “Most companies are pouring lots of money into paid advertising instead of creating clever, relatable content that goes viral organically. We’ve seen tremendous success in turning viewers on Tik Tok into real customers.”
When I asked Cox the secret of going viral, he explained that so much of it has to do with a good hook, “this generation’s attention span is growing shorter and shorter so if you don’t hook them in right away, they’ll keep swiping.” Brendan has taken them from 0 views to half a billion, yes billion with a B, across all major platforms (primarily Tik Tok, YouTube and Instagram as strong seconds) within just 6 months. The craziest part, that statistic is not an exaggeration, Tik Tok has led this small business to catching eyes across the globe and millions of dollars in sales.
According to USA Today, “81% of users use TikTok to discover new products and brands.” Tik Tok is really giving Google a run for its money as a search engine and opening all kinds of doors for small businesses, influencers, and more. If you don’t have Tik Tok in your business model/plans you are clearly doing something wrong.
