In 2023, creator marketing is a pivotal part of a brand’s broader marketing strategy. According to TikTok, paid return-on-ad-spend (ROAS) on the video platform outperforms that of traditional digital and paid marketing. The most effective and influential food and beverage brands have broken into influencer marketing on TikTok, and are setting the stage for the industry at large. This report provides an overview of best practices, along with standout brand examples, to help food and beverage brands run impactful creator-led TikTok campaigns.