With more than 1 billion active monthly users<\/a>, TikTok is the place for social media marketers to be. But what exactly can brands do to break through the content-saturated platform and capture the attention of their target audience? The top convenience stores on social media can show you how.<\/p>\n Below, we\u2019ll go over how brands can stand out on TikTok by highlighting a few best practices from some of the top convenience stores on TikTok.<\/p>\n Before we dive into marketing examples from the top convenience stores<\/a>, or c-stores to those in the know, let\u2019s take a look at some of the TikTok best practices<\/a> they follow.<\/p>\n C-stores have loyal fans. Customers will go out of their way to visit their favorite store, proudly rep their merchandise, and gush about them on social media. And the best convenience stores on TikTok take advantage of that brand loyalty by creating content catered specifically to their customers.<\/p>\n Most of the c-stores leverage their location because they know their customers are loyal and passionate about their home state and the subculture that comes with it. For instance, Kwik Trip<\/a> is based in Wisconsin and weaves Midwest humor into a majority of its TikTok content because that\u2019s something that resonates with its audience.<\/p>\n You can\u2019t dive into TikTok marketing without considering the For You Page (FYP). Similar to a newsfeed, the FYP is the first thing users see when they open up the app. The FYP is curated based on what the algorithm thinks someone wants to see because of content they\u2019ve previously engaged with.<\/p>\n This is why it\u2019s important to know your audience if you want your brand to succeed on TikTok.<\/p>\n If your content is something the algorithm thinks a user would like (because they\u2019ve liked similar content or previously viewed your videos) then it will show them your videos on their FYP.<\/p>\n Plus, the app recently pulled the curtains back on how the TikTok algorithm works<\/a> and confirmed that it does not factor in an account\u2019s follower count or previous video performance when it comes to the FYP. What does this mean for marketers? You don\u2019t need to have a huge following or viral videos under your belt if you want to reach your target audience.<\/p>\n The top convenience stores prove that as long as you know your audience, you can create content that is more likely to land on their FYP.<\/p>\n TikTok content is different from the rest of the social media platforms. Rather than planning your content calendar months ahead of time, a good TikTok marketing strategy should leave plenty of room for on-the-fly content. It\u2019s all about jumping onto the latest trend \u2014 and being quick about it.<\/p>\n Trends come and go fast on TikTok, so brands need to stay on top of everything happening on the app. If you don\u2019t have time to scroll through TikTok for hours each day, marketers can also employ a social listening tool<\/a> to make sure they don\u2019t miss what everyone is talking about.<\/p>\n Jumping on current trends is another great way to land on the FYP. The top convenient stores on TikTok always incorporate trending sounds and video formats when creating content that ties back to their brand.<\/p>\n If you scroll through Kwik Trip or Kum & Go\u2019s TikTok pages, you\u2019ll start to see familiar faces. It\u2019ll almost feel like you\u2019re looking at an individual\u2019s page instead of a brand\u2019s \u2014 and that\u2019s the point.<\/p>\n Many of the top-performing convenience stores on TikTok have a person or multiple people who act as the face of the brand. They essentially play characters that followers can get to know over time.<\/p>\n Not only is the person a familiar face, but they become someone users can look forward to seeing which helps build a connection with your audience.<\/p>\n Kwik Trip<\/a> kills it across all social media channels. The Wisconsin-based c-store is Midwestern through and through, and their audience loves it. It\u2019s clear that creating content for its specific audience is central to the brand\u2019s marketing strategy.<\/p>\n Kwik Trip is also a close competitor of fellow Midwestern convenience store, Kum & Go. The two brands are often engaging and roasting one another on Twitter<\/a>.<\/p>\n When it comes to TikTok, Kwik Trip applies a lot of the same strategies that have helped them perform well on other channels. But the c-store isn\u2019t just repurposing content from Twitter or Instagram. Kwik Trip uses all of the best practices mentioned earlier to create high-performing content and build a loyal and engaged audience.<\/p>\n One of the brand\u2019s top-performing videos uses a trending sound (called \u201chow would they know\u201d) to show its audience how to make a drink from Kwik Trip\u2019s secret menu. The original video where the sound originated from has received 13.2M views, and by using this sound, Kwik Trip earned 1.2M views.\u00a0 This is only one of a handful of Kwik Trip\u2019s videos that has reached that level of virality \u2014 most of their videos stay in the range of 12K to 30K views.<\/p>\n Kwik Trip also makes it a point to feature the same person from their social media team in most of their videos, which helps the brand form a connection with their audience.<\/p>\n The lesson? Creating a personality for the brand by having an actual person be the face of the brand rather than using a \u201cbrand voice\u201d is key to creating more authentic content on TikTok.<\/p>\n This video, which has earned over 150k views, encompasses all of the top TikTok best practices we mentioned earlier. Not only is it an example of Kwik Trip\u2019s use of a familiar face but it also uses a trending sound to highlight Kwik Trip\u2019s loyalty to its home state which is something that resonates deeply with its customers.<\/p>\n There\u2019s more to TikTok than just creating a funny video. Kwik Trip is a shining example of a brand that can be both on-trend and authentic while actively promoting its company.<\/p>\n Over on the East Coast, Wawa<\/a> has built a deeply loyal customer base around its convenience stores and all of the perks that come with them. Wawa\u2019s claim to fame is the made-to-order hoagies, and customers rave about the company\u2019s signature coffee, too. Fun fact: Wawa sells over 60 million hoagies<\/a> and more than 195 million cups of coffee each year. So you can bet they\u2019re going to leverage those beloved products in their social media content!<\/p>\nWhat the top convenience stores on TikTok do well<\/h2>\n
Know their audience<\/h3>\n
Optimize for the FYP<\/h3>\n
Lean into the trends<\/h3>\n
Build connection<\/h3>\n
Top 3 Convenience Stores on TikTok<\/h2>\n
Kwik Trip<\/h3>\n
![\"One](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/02\/Kwik-Trip-TikTok-350x659.png\")
<\/p>\n![\"Kwik](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/02\/Kwik-Trip-TikTok-2-350x657.png\")
<\/p>\nWawa<\/h3>\n
![\"Convenience](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/02\/Wawa-TikTok-page-350x689.png\")
<\/p>\n![\"One](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/02\/Kum-Go-TikTok-Analytics-700x454.png\")
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