TikTok offers a big opportunity for food and beverage brands, but it also brings real challenges. It moves fast, culture shifts daily, and creativity matters more than polish, all while the path from discovery to purchase gets shorter.

In this episode, Mike Westgate, Vertical Director of Food, Beverage and Alcohol at TikTok, shares what he has learned as the platform has grown into a major space for discovery, community, and commerce. He breaks down discovery commerce, the role creators play as an extension of your sales force, the creative tools that help brands produce content efficiently, and the trends shaping what people buy. Mike also touches on organic versus paid content, early mover advantages, and how brands of every size can compete on the platform.