TikTok Whiplash? Chicory Can Help.
The clock still seems to be ticking for TikTok. After going dark over the weekend - only to be restored within hours - TikTok is still dominating headlines with its uncertain future. Tired of the back and forth? Looking for a way to still diversify your media mix? Chicory can help.
As the only end-to-end contextual advertising platform built for food and grocery, we connect brands with consumers when purchase decisions are being made.
Why Chicory?
Reach engaged shoppers in the right moment – Online recipes attract consumers actively planning meals and grocery purchases, making it the ideal time to serve relevant, non-intrusive ads.
Tap into trusted content – 91% of consumers use online recipes, and organic search (66%) now surpasses social media (56%) as the top discovery method.
Provide scale without sacrifice – Chicory offers a scalable contextual commerce media solution that reaches a high-intent audience of new and lapsed shoppers, representing 47% of sales driven by these groups.
Context is Key
The idea of losing TikTok has forced brands to rethink not only where they advertise but how they connect with consumers. Targeting strategies that deliver scale without context risk wasted impressions when compared to those that focus on consumer intent and integration. Chicory’s contextual commerce media solutions reach high-intent audiences and drive results— in fact, 47% of sales in Chicory campaigns come from new and lapsed shoppers.
Consumers often turn to the internet when looking for inspiration. Online recipes have long been a destination for consumers in the pre-shop, mid-shop, and post-shop moments.
In fact, 91% of consumers already use online recipes to plan meals and shop, with organic search (66%) surpassing social media (56%) as the top discovery method.
Meanwhile, social media users are often in a passive mindset, and the ads they receive may not be relevant to the other content they are scrolling past. Alternatively, Chicory’s contextual commerce media solutions reach shoppers in an active mindset, as they’re planning and considering their next grocery purchase. By meeting shoppers in these high-intent moments, brands can deliver advertising that aligns with consumers’ immediate needs and interests.
Of course, it’s important to note that TikTok’s short-form video format revolutionized how brands captured attention. But even before its future was uncertain, engagement rates on TikTok had begun to falter, dropping from 5.69% to 2.63% over the past two years. This trend may reflect platform maturity, but it might also signal a misalignment between content and context.
Chicory’s newly launched video ad format can help to bridge this gap, combining the immersive power of video with the contextual relevance of recipes. enabling advertisers to combine the power of contextually relevant content and ease of shoppability with the attention-grabbing impact of video. The solution will help brands capture and convert today's video-centric audience with a contextual-first approach.
To learn more about how Chicory can help you achieve results, say hello@chicory.co today