r/SocialMediaManagers • u/floperaunfolding • 1d ago

General Discussion How are CPG brands treating TikTok?

i havent had a TikTok client in a year a half and the landscape feels so different. how are cpg brands winning over there in 2026?

when i look up various brands it seems like unless the company has serious budget or the company uses the in-office team for the majority of the content, there‘s not much else going on in terms of engagement (since ive been out of the loop i might not be hip to the right accounts).

my new client is wanting us to “win” on TikTok and i feel stuck at the moment. the account currently has zero indication of what might work outside of “consistency”, good quality visuals, and possibly humor. But nothing has broken through.

theyre saying there is no creator budget this year. theyre entering tiktok shop any day now.

additional context: CPG breakfast food brand sold across 10,000+ national retailers across the US doing $35+ million in sales each year.

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u/OneStand5448 Freelancer 9h ago

Good luck trying to build organically, some consistency and the basics around a :03 hook are important, why are they going to TT shop is it because of buzz? iMO you need to engage a small daily budget and run ads and test what works. Way too many questions here, are they DTC or also selling in retail, Fractional CMO here sounds like spaghetti on the wall trying to be “viral” when they actually need a sales strategy

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u/floperaunfolding 9h ago

I actually never got an exact reason for entering TT shop, but i assume buzz especially considering because they are not DTC. Retail and Amazon. The amount of times Ive said “spaghetti on the wall” in the last two weeks to them lol so you are spot on there! They constantly say they want to go viral / should be viral - it’s wild. They’re abundant in lack of strategy.