Kentuckiana locals that keep up with the news likely have seen or heard of Dan-O’s Seasoning in the past year; this is due in part to Dan Oliver’s recent appearances on the local news where he would showcase his products. Dan has once again made the local news, this time not for his cooking or products, but rather for his social media savvy.
Prior to 2020, Dan-O’s Seasoning would primarily market and sell its products at events and trade shows across the midwest. With most of these events canceled in 2020, Dan Oliver (owner) and the team took to social media almost out of necessity – this turned out to be a blessing in disguise.
Early last year, Dan joined the popular social media platform, TikTok, and a slew of viral video resulted in a large new group of customers and followers. The first viral video was one of Dan making crab cakes using Dan-O’s Seasoning, which helped kick-start his following and brand while inspiring many other viral videos.
After a year of building its TikTok presence, Dan-O’s Seasoning now has over 1.3 million followers. The team has also worked with over 100 individual promoters on TikTok to help spread the word about its products. This small TikTok takeover has helped the company achieve success over the past year and the platform continues to be one of its main promotional tools.
Can you attribute all of Dan-O’s Seasoning’s success to TikTok? It has certainly helped, but each sale of Dan-O’s Seasoning requires someone to prepare, package, and ship a product. There is a lot of hard work behind the scenes for actual product manufacturers, versus someone who promotes another company’s products or services.
And while promoting on TikTok alone would be great, the Dan-O’s Seasoning team wants to make its presence known on all social media platforms. Much of this social media activity is still run by Dan, with help coming from Dan-O’s Seasonings marketing partner, Crosby Interactive.
The team hopes that there is light at the end of the tunnel for the pandemic and that things can return to new normal for the company and its followers. This could include adding direct marketing (trade shows and events) back to Dan-O’s Seasoning’s marketing and promotional strategy.