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Oreo and Sour Patch Kids are some of TikTok’s biggest snack brands for their “agile” ability to stay ahead of the trends.

Oct 21 2021

Oreo and Sour Patch Kids are some of TikTok’s biggest snack brands for their “agile” ability to stay ahead of the trends. YPulse’s Social Media Deep Dive trend research shows that 41% of young social media users say trends are created on TikTok first, and Mondelēz International knows how leverage them. Whether the trend is requesting a custom logo redesign from Emily Zugay, recreating a viral baked feta pasta recipe, or leveraging a trending sound, the company is successfully riding the TikTok trend wave thanks to the help of 360i (a digital agency that oversees organic social media content on the company’s six TikTok accounts). Nutter Butter was the first Mondelēz International-owned snack brand to hit TikTok, quickly garnering thousands of followers for its original videos that follow the snack’s little life moments. Sour Patch Kids and Oreo surpassed 1 million followers this summer—out performing some of the world’s biggest snack brands on the app like Skittles (245,600 followers), Trolli (159,900), Nerds (111,900), and Starburst (69,700). TikTok’s global head of marketing, Nick Tran notes that brands like Mondelēz International are successful on the platform because they don’t aim for perfection, and he advises brands to “just go for it” when it comes to engaging with the latest trends instead of waiting weeks to produce a highly polished post. The goal isn’t to turn every post into a viral hit either, according to Eden Lipke (associate director of social marketing and strategy at 360i): “One day you have a total hit—it could get 7 million video views and it’s gone viral. Then the next time you post something it’s a total flop”; the goal is to simply get on the platform to listen to what young people are creating while producing content that is organic and true to TikTok. (Adweek)