How a TikTok Ban Could Impact Farm Organizations’ Outreach to Gen Z
Dive Brief:
A possible ban on TikTok in the U.S. might jeopardize the meat and dairy industries’ major campaigns aimed at engaging younger consumers.
Farm checkoff organizations have invested substantial amounts into captivating video content that highlights the
positive effects of pork and the benefits of chocolate milk for recovery after exercise. These videos represent a cornerstone of efforts to reshape perceptions of meat and dairy among Generation Z.
As more agricultural groups begin to engage with TikTok for advertising purposes, their marketing potential could be diminished by the threat of a platform ban. A law passed in April mandates that ByteDance, the China-based owner of TikTok, must sell the platform within a year to avert a nationwide prohibition.
Dive Insight:
The food and agricultural sectors are leveraging social media to promote their objectives and messages. While Baby Boomers and Generation X remain key demographics, initiatives from groups such as the Pork Checkoff and Milk Processor Education Program are aimed at younger consumers to stimulate demand and drive sales.
According to Bill Even, CEO of the National Pork Board, which administers the Pork Checkoff, the organization has allocated $18 million for nutrition education and marketing through TikTok and other platforms, as mentioned in a recent YouTube video.
“It is crucial to attract younger, diverse generations to the pork category,” Even stated. Research indicates that without strategic interventions, pork may become a protein of the past, as highlighted by the Pork Checkoff.
MilkPEP, a group funded by U.S. dairy companies, is also heavily investing in promotional activities to revive interest in milk as sales have seen a decline. Their strategy focuses on engaging women-led running groups and gamers on platforms like Fortnite to generate excitement around the beverage, encapsulated in the campaign #gonnaneedmilk.
Nevertheless, these promotional efforts have faced criticism. While certain TikTok users resonate with the campaigns, others dismiss them as a form of industry propaganda.
As checkoff organizations and small businesses utilize TikTok for sharing recipes and behind-the-scenes content to enhance consumer knowledge and drive sales, the effectiveness of these initiatives may be constrained by a possible ban on the platform.
Aside from checkoff organizations, agricultural firms are leveraging social media to create buzz around farming. Last month, Deere & Co. appointed its first chief tractor officer tasked with traveling across the U.S. to produce relatable videos on farming equipment for younger audiences.
A study by Oxford Economics, in partnership with TikTok, revealed that the platform contributed $24.2 billion to the U.S. GDP last year, supporting 224,000 jobs and generating $5.3 billion in tax revenue for the government.
Maria Sanchez completed her Bachelor’s degree in Plant Sciences from the University of California, Davis, in the USA. Her studies focused on plant genetics and biotechnology, with an emphasis on developing disease-resistant crop varieties. Maria has contributed to several research projects aimed at improving crop resilience to climate change and is now pursuing her Master’s degree in Plant Breeding.