Why Nutter Butter’s TikTok is proof you don’t always need to overthink your social strategy…

Sometimes, marketing isn’t about meticulous planning or polished perfection—sometimes, it’s about creative fun!

Entering the chat - Nutter Butter’s TikTok (@officialnutterbutter). It’s a perfect example of how a dash of absurdity and a sprinkle of meme culture can turn a brand from snackable to scroll-stopping.

WTF is going on?

Yep, we’re thinking the same thing. If you haven’t come across their TikTok page yet, please do before continuing to read - as this might not make sense.

If you have come across Nutter Butter’s TikTok feed, you’ve probably asked yourself;

“What on earth did I just watch?”

The answer? Genius marketing.

Their videos are wild, sometimes dark, and always hilariously bizarre and kinda not make sense. This brand isn’t playing it safe and it’s working.

Nutter Butter’s TikTok strategy doesn’t follow any conventional rules - fu*k what the experts say (to a certain extent).

They’ve thrown out the social media playbook, embraced the chaotic side of humor and created an identity that’s as much about making you laugh as it is about their cookies.

Their results don’t lie.

When it comes to metrics, Nutter Butter’s numbers are just as nutty as their content. With videos racking up millions of views (their most popular ones hitting nearly 7.4 million), the engagement speaks for itself. The comment sections are filled with fans loving the weirdness, proving that when brands embrace TikTok’s quirky culture, audiences eat it up—figuratively and literally.

Their strategy taps into something important:

people don’t come to TikTok for polished ads; they come for entertainment.

By giving them just that, Nutter Butter has positioned itself as a standout player in the snacking world, capturing Gen Z’s short attention span with chaotic energy and relatability.

Why overthinking can be overrated

Their success tells us something critical: not every brand needs a finely tuned, overly complex social strategy to succeed or grow a community. Sometimes, the simplest approach is to stop taking yourself too seriously.

Instead of overanalysing every post, Nutter Butter focuses on being memorable. They didn’t try to replicate what everyone else was doing or stick to the safest trends. They doubled down on personality, embraced internet humor, and that unpredictability resonated.

What can you learn from this?

Here are three things you can learn from Nutter Butter’s weird and wonderfully odd (but successful) strategy:

Be relatable:

Your brand doesn’t have to be the polished, perfect version of itself all the time. Show a little vulnerability, weirdness, or humour - that is what TikTok should be for. Not a place to reshare what you’ve put on instagram! People relate to brands that feel human, even if that human is a cookie on maybe some psychedelic 😵‍💫.

Embrace TikTok’s culture:

TikTok thrives on creativity and randomness. Don’t try to force a message or product down people’s throats—entertain them first, and brand loyalty will follow.

Don’t be afraid to get weird:

Audacity pays off. As the saying goes, “Fortune favours the bold.” In the age of social media, it might be more accurate to say, “Engagement favours the weird.” Sometimes, you don’t have to play it safe because everyone else is.

The final bite… 🍪

Nutter Butter’s TikTok teaches us that in social media, sometimes chaos can be your best ally... if it is part of your brand! They didn’t build their account on a strategy of safe, corporate messaging. Instead, they leaned into their brand’s playful spirit and gave their audience something to talk (and laugh) about.

Don’t overthink it—just create content that people will remember, and let your brand’s voice be as bold as a cookie having a “moment”.