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May 02 Finding Key Influencers Using TikTok-Specific Analytics

For marketing professionals, TikTok offers a wealth of content to analyze. There's a virtual ocean of declared data and actionable metrics ripe for the picking. The only problem? Given that TikTok is a relatively new social media platform, there aren't many analytical tools available. Yet. 

But we've recently partnered with Viral Moment as a beta user and, as a practice, we set about analyzing the top 2,000 beer videos on TikTok while successfully pinpointing the keywords and content we wanted. This was a great use case for Viral Moment, one of the first analytical tools built specifically for use with TikTok. 

With Viral Moment, we were able to pick apart data and separate high value information from video content with ease. Ignite is proud of our emerging partnership with Viral Moment and we look forward to purposing their app to better understand the trends behind TikTok's success.  

Top Beer Influencers On TikTok

Once we had the top 2,000 videos in terms of views all time, we could see a lot of data, including the users creating this content. By sorting by the number of times they mention beer in these 2,000 videos, we can get a sense of who talks about this content frequently. 

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You can also sort by any of the other columns, to allow you to see who has the most views, likes, followers and more. 

Top Trending Beer-related Hashtags

For reference, the information contained in our dataset came from four different trending hashtags. Those hashtags (in no particular order of importance) are: 

  • #Beertime
  • #BeerTok
  • #Beer
  • #BeerLover

It should be noted that these were the most prominent beer-related hashtags available. All other hashtags had only minimal velocity.  

The Top Beer Brands on Featured on TikTok

Of the 2,000 videos we looked at, 429 of them mentioned a brand. Here's the kicker: not every brand mentioned was actually a beer, AND the vast majority of beer-related content never dove into specifics. Still, we were able to cull a lot of value from the data we did obtain. Without further setup, here are the top ten beer brands as mentioned in our data sample. 

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Budweiser

To no one's real surprise, Budweiser led our data sample with a whopping 12.12% of the mentions. This doesn't exactly come as a surprise because Budweiser, with its self-appointed title of "King of Beers," is the absolute epitome of a macro-brewery. It is considered to be one of the largest beer brands in the entire United States. 

 The Budweiser brand is everywhere, so it follows suit that it would be mentioned often, even on a newer platform like TikTok. The King of Beers is also apparently the king of TikTok. 

Busch Light

Busch Light is tied for second place with 10.49% of TikTok's total beer mentions. The fact that a light, macro-brewed beer ranked so highly isn't much of a surprise either. Light beers like Busch Light are the go-to drink for large-scale house parties and get-togethers. It stands to reason that beers like Busch Light would be commonly featured in TikTok's beer-related content. 

Modelo

Busch Light isn't alone in the number two spot; it's tied with Mexican Brewery Modelo. Generating 10.49% of the hashtag's traffic, Modelo represents one of the few instances of diversity amongst TikTok's beer enthusiasts. 

 Modelo is one of Mexico's largest beer breweries, as well as one of the largest exporters in the world. The brand's popularity has steadily increased over the years, taking over Corona as the emblematic summer beer.  

Coors

Budweiser isn't the only gigantic brewery featured on our list. Coors came in at number four with 9.79% of all mentions across the platform. While Budweiser might have exceptional market penetration, Coors remains the single biggest brand in the world after their merger with Molson. It stands to reason that they would be mentioned frequently across social media, as demonstrated by our data set. 

Bud Light

Bud Light rounds out our top five TikTok beer brands. It should be noted, however, that the percentage of mentions drops off sharply beginning with Bud Light. The brand managed to secure 6.99% of all beer mentions on the platform. 

Just like its big brothers, Budweiser and Busch Light, Bud Light is part of the Anheuser-Busch family of beers. As such, we found it to be a relatively popular brand across TikTok as well. 

Other Notable Brands

All said and done, the top five beers of TikTok follow suit with the Western world's general market preferences. These weren't the only beer brands that we came across during our analytics though. Other notable brands included:

  • Miller 
  • Heineken 
  • Coors Light
  • Guinness 
  • Michelob Ultra
  • Kingfisher

By and large, TikTok mentions seemed to line up directly with major breweries, including Guinness and Heineken. While there weren't many surprises, or much brand diversity given the craft beer renaissance were currently in, Kingfisher was a pleasant surprise. Predominantly an Indian beer, its inclusion at 2.10% of the mentions speaks to the global prevalence of TikTok as a social media platform. 

A Rose By Any Other Name: Videos…Not About Beer?

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Interestingly enough, a good portion of the content found under beer-related hashtags wasn't actually about beer. For example, Coke a Cola was eighth on our list with 4.90% of the total brand callouts. Other notable brands and keywords (that weren't beer) included: 

  • Instagram
  • Jack Daniels
  • Craft Beer Life
  • Fireball

While these keywords might seem odd when taken out of context, they are certainly adjacent to beer-related content, and thus their inclusion on our list makes sense.  

Types of TikTok Content Featuring Beer 

What was the delivery method for these brand mentions? What type of TikTok video were they featured in? 

More than 240 posts used a selfie-style format, with most mentions occurring within the #BeerTime hashtag. There were nearly 40 mentions, spread equally across all hashtags, which utilized TikTok's stitch feature. 

Fewer than 20 mentions came via ASMR videos, with equal distribution across hashtags. A nominal amount of content came from greenscreen videos. 

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TikTok, Analytics, and Viral Moment

While Viral Moment is still in its early stages of development, it's very helpful in sorting through the fog of TikTok and finding trends to inform marketing and influencer marketing strategies.