Crumbl Cookies' TikTok Triumph

In the world of social media, where every swipe and scroll can lead to discovery, Crumbl Cookies has baked up a winning formula on TikTok. With a staggering 7.1 million followers and an impressive 73.2 million likes, they've left a delightful trail of crumbs for their fans to follow. While I’m not the biggest fan of TikTok and am not the target market, I wanted to explore Crumbl’s profile optimization, content strategy, engagement levels, and more to continue learning from one of the best (and most delicious) brands.

Profile Optimization: Creating a Tempting Profile

Crumbl Cookies has mastered the art of profile optimization on TikTok, ensuring that their audience gets a taste of their brand from the moment they land on their page:

• Username: They keep it simple and memorable with '@crumblcookies,' making it easy for users to find them.

• Taglines: They set the tone with taglines like "bringing people together" and "world's best cookies," creating an aura of warmth and deliciousness.

• Links: They provide convenient links to their website, making it effortless for users to place orders or download their app. Furthermore, they offer a shopping page on TikTok where fans can indulge in plush cookies, clothing, golf tees, fanny packs, and other kitschy items.

• Hashtags and Effects: While Crumbl doesn't actively promote a specific hashtag, they benefit from popular ones like #crumblcookie and #crumblcookies, which amass millions of views. Additionally, they've created a unique "What Crumbl Cookie Am I?" effect for users to engage with and share.

• Playlists: Crumbl organizes its content with three enticing playlists. "Rating Weekly Lineup" provides honest feedback on Crumbl cookies from three young fans, "Expectation Versus Reality" delivers humor as social media team members swap roles, and "Weekly Flavors" keeps fans excited about upcoming menu offerings.

Content Strategy: Mixing It Up for Maximum Flavor

Crumbl's content strategy on TikTok is designed to keep viewers engaged and craving

more. They maintain an active presence, posting video content daily. Crumbl takes advantage of the text to cover images, allowing users to identify each video's subject matter quickly. While they don’t use voiceovers, they frequently utilize music and sound effects to enhance the viewing experience.

Like on Instagram and Facebook, they unveil their weekly menu every Sunday. They also mix up content by having their home office employees star in some of their funny videos. In the past month, Crumbl has allowed user-generated content of three young female fans sitting in their car and tasting the weekly menu options. This adds authenticity because these fans don’t always love the flavors and have even ranked cookies as low as 5/10!

And just as with my feedback from LinkedIn, Crumbl's social media team is not as active in responding to comments on TikTok; they enjoy a dedicated fan base with a flavorful mix of positive comments.

Most and Least Successful Posts: Savoring TikTok Triumphs

Crumbl Cookies has seen impressive success on TikTok, making it challenging to single out poorly performing posts. Still, we can identify their most and least successful posts from the past month:

Most Successful Post:

An announcement of their weekly flavors featuring engaging visuals, special effects, and lively music garnered:

• 16.4M Views

• 170.9K Loves

• 1,890 Comments

• 1,044 Added to Favorites

• 24.7K Shares

Least Successful Post:

A video featuring a relaxed "Fall Vibes" picnic with slower music received:

• 57.5K Views

• 2,283K Loves

• 25 Comments

• 35 Added to Favorites

• 4 Shares

Spreading Sweet Success

Crumbl Cookies' TikTok success is a testament to their ability to deliver delicious content that resonates with their audience. With the perfect blend of compelling visuals, engaging effects, and a pinch of humor, they've created a recipe for sweet social media success that leaves fans craving more. I am not a TikTok expert – yet – but I think allowing more user-generated content and pumping out more fun videos with faster beats per minute could be the icing on the cookie to bring these numbers higher!