Best Social Media Marketing Strategies for Specialty Coffee & Tea Brands

The specialty coffee and tea industry is brewing up quite the storm, and no, it’s not just because of all the espresso shots. With global market projections soaring to nearly $473 billion by 2025, both at-home and out-of-home consumption are percolating at record speeds.

But here’s the real kicker—consumer preferences are evolving faster than you can say "matcha latte," and brands are getting creative with how they reach their audience, especially Gen Z. Enter TikTok and influencer collaborations, where authenticity is king, and everyone’s a critic (or influencer) with a smartphone.

But here’s where it gets interesting: TAZO’s latest campaign shows us how a well-executed peer influencer initiative can create a buzz that’s just as fresh as their newest tea blends. Instead of relying on traditional paid influencers, TAZO tapped into the power of real tea lovers, building a community that shared genuine experiences, resulting in millions of impressions, heightened engagement, and even increased purchase intent.

Want to know how they did it? Continue reading to dive into the strategy that made this campaign a standout—and uncover the best social media strategies for specialty coffee and tea brands!

1. Leveraging Peer Influencers for Authentic Engagement

In a world where brand authenticity is more important than ever, peer influencers are the secret weapon to gaining real trust and creating buzz that feels genuine. The strategy here is to tap into communities of people who are already advocates for your brand or category—people who love your product and have real influence over their networks.

By activating these passionate consumers, brands can see not only organic engagement but also drive conversion by ensuring their messages feel more like a personal recommendation than a branded pitch.

TAZO Chai Tea used this strategy to great effect by working with a network of peer influencers through the Smiley360 community. They targeted 4,100 tea lovers who were already within TAZO’s key consumer demographic—avid tea drinkers aged 25-54 who are open to trying new products and are active in the right retail spaces.

To activate these peer influencers, TAZO sent them full-value coupons for in-store purchases, paired with branded materials and the hashtag #SweetMeetsSpicy. This sparked an explosion of user-generated content, which included everything from tea lovers posting pictures of themselves enjoying their new TAZO flavors to writing reviews on social platforms. The authenticity of these posts, coming from regular consumers rather than paid influencers, resonated more deeply with the target audience.

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A post shared by Christine Yi • 이보람 • CY Eats (@christineyi)

The beauty of this strategy? TAZO didn’t just leverage influencers for content—they also created a word-of-mouth network by offering these influencers a $2-off coupon to share with friends and followers. The result was a massive 20 million community-generated impressions and a 77% increase in online share of voice.

TAZO’s approach also led to a 16% increase in the likelihood of purchase and 40,000 direct engagements. Peer influencers are not only more affordable but also far more relatable than top-tier paid influencers, especially in industries like food and beverage where taste and personal preference play a huge role in decision-making.

Key Takeaway:

Instead of spending a fortune on influencer marketing, try activating your existing, loyal customers as influencers. Build a program where they can easily share their experiences, coupled with exclusive discounts for their followers. This method will lead to more genuine engagement and a wider reach, all at a fraction of the cost of traditional influencer campaigns.

2. Creating a One-of-a-Kind Experience to Build Buzz

When it comes to social media marketing, you can’t always just promote a product—sometimes you need to create an experience that’s as unique as your product itself. This approach is all about making your audience feel like they're part of something special, whether that’s through an exclusive event, a limited-time offer, or an experience that goes beyond just the transactional.

Peet’s Coffee launched their Bright Collection with a bold move: partnering with Arctic influencer Cecilia Blomdahl to bring the collection to life in the remote and perpetually daylight-filled Svalbard, Norway. Why Svalbard? Because it’s the brightest place on Earth, a perfect metaphor for the sunny disposition of their new blends—Sun Catcher and Off the Grid.

The campaign wasn’t just about showcasing the products. It was about creating a viral experience. Cecilia posted about sipping the coffee under the Midnight Sun, and a contest was tied to the experience, where followers could win a once-in-a-lifetime trip to the Arctic. This unique storytelling aspect helped the campaign stand out in a crowded summer marketing space.

@sejsejlija [advertising for @Peet’s Coffee ] TRIP CONTEST - Come visit Grim and me on Svalbard this summer! I'm teaming up with Peet's Coffee to launch their new Bright Collection! You can now enter to win a once-in-a-lifetime trip to one of the brightest places on earth – my home of Svalbard, Norway. Follow Peet’s Coffee and click the link in my bio to enter by June 28, 2024. Please note: This contest is only open to U.S. residents and the winner will be contacted by Peet’s official contest vendor via phone. No other social page will reach out to you for this contest. #svalbard #peetscoffee #longyearbyen ♬ original sound - Cecilia Blomdahl

By leveraging an influencer who embodied the brand’s adventurous spirit, Peet’s tapped into a niche audience, making them feel like they were part of something big and exclusive, both the product launch and the contest.

Peet’s campaign generated 306 million earned impressions and 70 earned placements, far surpassing what typical paid media could’ve achieved. The viral element of a one-of-a-kind experience gave the brand instant visibility and drove 6.9K contest entries.

@peetscoffee take us back to Svalbard ☕️ should we do another giveaway soon? #peetscoffee #svalbard #coffeelover ♬ original sound - Peet’s Coffee

This campaign also opened the door for Peet’s Coffee to break into new media verticals, such as travel, which they hadn’t fully tapped into before.

Key Takeaway

Want to make a splash with your next product launch? Think about how you can create an exclusive experience that gets your audience involved in a way they’ve never been before. Whether it’s a contest, an event, or a creative partnership, make sure your experience is just as remarkable as your product.

3. Mastering the Art of Data-Driven Optimization in Paid Social

When you’re running paid social ads, it’s easy to fall into the trap of thinking that simply pouring money into your campaigns will guarantee success. However, the real magic lies not in the size of your budget, but in how you continuously optimize and fine-tune your campaigns.

This is where data-driven optimization comes into play. It’s not just about spending; it’s about consistently refining your social strategies to improve your cost-efficiency and performance. Tools like A/B testing, audience segmentation, and creative asset adjustments allow you to test and tweak your campaigns regularly, ensuring you’re always on the path to better results.

Take Intelligentsia Coffee as a prime example. Their paid social strategy was struggling, yielding high costs with minimal returns. After partnering with Digital Third Coast, the team audited their ad campaigns, diving deep into the data to uncover the inefficiencies that were dragging performance down. From there, they began testing multiple campaign elements—audiences, creative assets, budget allocations, and ad types—on a continuous loop, iterating to find the best formula.

The key takeaway here isn’t about running the same campaign endlessly; it’s about adapting and tweaking based on real-time data. Constant A/B testing of different components ensures you’re always refining your approach. Intelligentsia’s team found that this ongoing optimization allowed them to set new benchmarks and keep improving even as they expanded their reach across platforms like LinkedIn.

By adopting this method, they were able to lower their cost per result by a staggering 44.5% while simultaneously driving 15% more sales, all with 35% less ad spend. This transformation didn’t just make their paid social strategy more cost-effective—it also provided them with a framework for optimizing future campaigns.

Furthermore, the improvements didn’t stop at just one campaign. The iterative process also paved the way for testing new ad types and strategies on different platforms. For instance, after refining their approach on Meta, Intelligentsia felt confident enough to apply the same optimization tactics to their LinkedIn campaigns, which are already showing promising results.

Key Takeaway

If you’re running paid social ads, don’t just set your campaigns and forget them. Constantly optimize and test various aspects—audiences, creative, budget allocation. This ongoing refinement will not only improve your results but will also allow you to reduce costs and build a long-term strategy that’s more efficient and effective. The more you test and learn, the better you’ll get at finding the right formula for success.

4. Jumping on Trending Platforms Early (and Doing It Right)

You’ve heard the advice a hundred times: be an early adopter. And while that’s not exactly groundbreaking wisdom, it’s still very relevant—especially in the fast-paced world of social media, where a platform can go from niche to viral overnight. But here’s the real kicker: jumping on a new platform early isn’t just about being there first. It’s about showing up right.

That means no lazy cross-posting from Instagram to TikTok with mismatched vibes and clunky visuals. To win on a new platform, your content needs to feel native—it should blend into the feed while still standing out creatively. Think: unpolished yet purposeful, relevant but unexpected. That’s the kind of content that doesn’t just get views—it gets remembered.

Twinings, a 300-year-old brand known for its traditional teas, made a bold leap into Gen Z territory with its debut TikTok campaign. Launching its new Sparkling Tea, Twinings teamed up with creator agency Whalar to design a campaign that was anything but stuffy.

The strategy? Go creator-first. Not influencer-first, creator. That means real people with real stories who know how to connect with niche TikTok communities. The campaign, called #ANewWayToTea, featured a wide range of unexpected voices: a female weightlifter, home renovators, and countryside adventurers. Each creator integrated Twinings Sparkling Tea into their everyday life in a way that felt authentic, not scripted.

@twinings.uk@samrculley knows the best way to refresh for an adventure is with a can of Twinings Sparkling Tea ✨🙌 So easy to enjoy on the go! Which flavour are you choosing? #TwiningsSparklingTea #ANewWayToTea♬ original sound - Twinings UK - Twinings Tea

And the result wasn’t just a bunch of tea content. It was a movement—one that reimagined tea as a refreshing lifestyle companion, not just your grandma’s afternoon ritual. The campaign embraced what makes TikTok tick: storytelling, relatability, and a dash of chaos (in the best way possible).

Using TikTok’s powerful product discovery algorithm, the campaign took off, surfacing Twinings to users who had never interacted with the brand before. And it wasn’t just about stacking views—the engagement was real, the interactions meaningful, and the platform debut? Let’s just say it sparkled. Literally.

In fact, the campaign was so impactful, it snagged the Joy of Digital Award—a monthly recognition for campaigns that push the boundaries of creativity in digital marketing.

Key Takeaway

Want to break into a new audience? Get on trending platforms early—but don’t just show up. Adapt. Your content should feel like it belongs, while still bringing something fresh. Tap into creators who live and breathe the platform, embrace its quirks, and create campaigns that feel more like conversations than commercials. When you do that, you’re not just advertising—you’re becoming part of the culture.

5. Using Direct Response Ads to Convert with Urgency

Yet another paid social strategy, but this time it's about converting potential customers to use direct response ads that spark a sense of urgency. Whether it’s a flash sale, limited-time offer, or an exclusive deal, time-sensitive calls to action (CTAs) can nudge people to take action faster, especially when you’re targeting a well-defined audience with a deal they can’t resist.

But don’t just throw out a generic "Hurry, limited time only!" message—make sure your ad is hyper-relevant to the right people. That’s the sweet spot. When you know your audience and you’ve got the perfect offer, urgency can be a game-changer for conversions.

Nespresso USA nailed this with their year-round direct response campaign on Twitter. The brand used Twitter’s tailored audience and look-alike targeting features to zero in on users who were already familiar with their products—people who had shown interest but hadn’t quite made the leap to purchase. In the run-up to the holiday season, Nespresso turned up the heat by offering a $100 discount on coffee machines, along with enticing free shipping offers.

The urgency kicked in as the holidays drew closer, with ads featuring countdown-style CTAs urging users to act fast and grab their discount before it disappeared. The combination of a compelling offer, tailored targeting, and time-sensitivity helped Nespresso push users over the edge to make the purchase.

@NespressoUSA I stocked up!! Yum!! pic.twitter.com/SNdBTekAjp

— Cathy Johnson (@CathyAlessandra) July 5, 2015

The results? Nespresso exceeded their cost-per-acquisition (CPA) goals by 12% for coffee machines and 15% for coffee purchases. By targeting tailored audiences and adding look-alike targeting, they ensured their ads were highly relevant, reaching users most likely to convert. This approach made the campaign more efficient, delivering higher returns for every dollar spent.

The real kicker here is that Twitter’s direct response ads, which linked directly to Nespresso’s website, helped push people to act when they were already in the buying mindset—making it a perfect example of urgency done right.

Key Takeaway

Want to convert more social media users? Direct response ads with a clear, time-sensitive offer can create the urgency you need to push people toward a purchase. But the key is precision: tailor your targeting to hit the right audience, and watch your conversions soar. When your message is relevant and timely, you can turn casual browsers into loyal buyers.

6. Amplifying Local Reach with Organic Growth and Community Engagement

When it comes to building a brand’s presence, especially in local markets, sometimes the best strategy isn’t about throwing money at paid ads—it’s about growing organically through community engagement. By nurturing authentic relationships and consistently sharing content that resonates, you can build a loyal, engaged audience that amplifies your reach without breaking the bank.

Provision Coffee, a Phoenix-based brand, embraced this approach and partnered with Scott Social to craft a social media strategy that was deeply rooted in community. Rather than focusing solely on pushing products, they shared the stories that defined their brand: their commitment to quality, their values, and their deep connection to the local community.

Provision’s success didn’t just come from a few viral moments. It was the result of consistent engagement with their community, offering content that felt relatable and aligned with their mission. Their social media efforts weren’t just about pushing promotions—they were about telling a story that resonated with their audience, building trust and loyalty that translated into real-world support.

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But the real magic came when Provision used their growing community to fuel their crowdfunding campaign. Instead of relying on traditional ads, they tapped into their loyal fan base to raise $75,000 to fund the opening of a second location. It wasn’t just about selling coffee; it was about building a brand that people felt emotionally connected to, one that they were eager to support in any way they could.

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A post shared by PROVISION (@provisioncoffee)

The results speak for themselves. By creating and maintaining a content strategy that was community-focused, Provision saw an Instagram following grow by 3,250 new followers, and their reach increased by a staggering 313% year-over-year. More than just a boost in numbers, this organic approach led to a highly engaged email list, with an impressive 40% open rate—nearly double the industry standard.

Key Takeaway

For local businesses looking to grow organically, the focus should be on building a community, not just pushing products. Take the time to engage with your audience, share your authentic story, and create content that connects on a personal level. By building trust and offering real value, you’ll create long-term loyalty and sustainable growth, paving the way for success that goes beyond the numbers.

Boost Your Specialty Coffee & Tea Brand’s Success on Social Media

To succeed in the specialty coffee and tea market, brands must build authentic communities, create unique experiences, and continuously optimize their paid ads. By leveraging peer influencers, focusing on local engagement, and using data-driven insights, brands can foster long-term loyalty and boost conversions.

Embrace strategies that emphasize relevance, urgency, and authenticity to create lasting connections and grow your brand's presence in a competitive market.

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.