Case Study: Noguchi Suisan Achieves Over ¥5 Million in Sales on TikTok Using SNS Operation Support Tool "2nd Buzz," Attracting Numerous Media Inquiries

■ Background: The Spread and Challenges of SNS Utilization in the Food Industry

In recent years, the importance of marketing utilizing social networking services (SNS) has rapidly increased in the food industry. TikTok, in particular, has become a platform of interest for companies engaged in B2C businesses, such as food manufacturers and seafood processors, as it can intuitively convey product appeal through short-form videos.

In fact, cases where sales have surged due to "buzz" originating from TikTok are increasing in the food industry, with many reports of concrete sales contributions, such as increased traffic to e-commerce sites and increased brand-name purchases at physical stores.

However, for many food businesses, especially small and medium-sized ones, SNS operation remains a high hurdle. In addition to the operational burden of planning, shooting, editing, and posting daily content, a lack of know-how in strategic aspects—such as “what kind of videos are likely to get a response,” “when should they be posted,” and “how to convert viral success into sales”—has been a barrier to full-scale SNS utilization.

■ Noguchi Suisan's Challenge

Noguchi Suisan is a company that manufactures and sells high-quality processed seafood products. While confident in the quality of their own products, they felt limited in reaching new customers through traditional sales channels alone. Approaching younger demographics was a particular challenge, and they began considering the use of TikTok as a means of developing new sales channels.

However, the company lacked in-house staff with specialized knowledge in SNS operations. Although they had previously attempted SNS posting on their own, it did not lead to follower growth or engagement, and continuous operation was not achieved. In this situation, they decided to adopt "2nd Buzz," which provides SNS operation support based on data.

■ Specific Operational Details Using "2nd Buzz"

"2nd Buzz" was introduced, and Noguchi Suisan's TikTok operations proceeded with the following approach.

First, content strategy formulation. Utilizing the data analysis function of "2nd Buzz," they thoroughly analyzed the trends of content that gained high engagement on TikTok within the processed seafood category. As a result, it was found that three axes—“content showing behind-the-scenes manufacturing processes,” “simple recipe videos using products,” and “story-driven content conveying the craftsman’s dedication”—were effective, and a content strategy centered on these was built.