591% daily growth rate! Can selling beef jerky also make it to the bestseller list?

Recently, Tuke discovered a beef jerky brand called El Ranchito Jerky on the daily chart of TikTok Shop US.

This brand surged to fourth place overall on the daily chart and first in the food and beverage category with a single-day sales revenue of $70,200 (about RMB 510,000) and a daily growth rate of 591%!

From the product itself, beef jerky does not seem to be a category that can easily "go viral," so such results are indeed rare.

Today, let’s take a detailed look at the operational strategy of the El Ranchito Jerky brand.

No.1 in Food & Beverage Daily Chart Source: Dida Dog

A Family Brand Starting from a Local Workshop

The story of the El Ranchito Jerky brand is full of a "grassroots counterattack" flavor. At its inception, this company was just a small family workshop in New Mexico, focusing on making traditionally flavored handmade beef jerky. The brand quickly gained traction in the local market by promoting high-quality beef and unique seasoning blends.

But in today’s increasingly competitive market, relying solely on local offline sales is clearly not enough to support the brand’s long-term development.

Around 2020, with the comprehensive rise of online consumption, the brand began to try to expand its influence by using social media platforms such as TikTok.

Source: El Ranchito Jerky official website

Short Videos Reshape Brand Perception

El Ranchito Jerky’s TikTok video content is mainly light-hearted and fun, covering the beef jerky production process, tasting sessions, and user feedback.

This authentic and down-to-earth style makes the brand impression more memorable for consumers, especially on TikTok, where the majority of users are young and relaxed content is more likely to attract attention and likes.

Currently, El Ranchito Jerky’s TikTok account @elranchitojerky has 106,400 followers and a total of 774,900 likes.

TikTok account @elranchitojerky status Source: TikTok

According to third-party data platforms, the account’s total views are 16.2454 million, with an average of 22,300 views in the past 30 days. The overall trend continues to rise steadily, and this high exposure has laid a solid foundation for the brand’s recognition among consumers.

TikTok account data Source: Tabcut

TikTok Shop: The Key to Converting Traffic into Sales

If the TikTok account is the brand’s window, then TikTok Shop is the endpoint for monetizing traffic. El Ranchito Jerky understands this logic well, and their TikTok Shop operations have many highlights.

According to third-party data checked by Tuke, El Ranchito Jerky’s total TikTok Shop sales (GMV) are $2.91 million (about RMB 21.32 million), with estimated sales in the past 30 days of $385,500 (about RMB 2.82 million). This data not only demonstrates the huge potential of TikTok Shop but also proves the brand’s ability in sales conversion.

Brand TikTok Shop data Source: echotik

The success of the TikTok Shop is inseparable from the support of livestreaming. Data shows that the number of associated livestream rooms for El Ranchito Jerky reached 996, with 35 livestreams held in the past 30 days. This high frequency of livestreaming not only provides consumers with an intuitive way to learn about the products but also dispels purchase doubts through real-time interaction.

Brand TikTok Shop data Source: Tabcut

Of course, in addition to the traffic from its own account, El Ranchito Jerky also relies on influencer marketing for traffic promotion. Data shows that 56.09% of the brand’s total sales come from influencer marketing.

Source: echotik

In addition, El Ranchito Jerky is also very attentive to the layout of products and marketing activities in its shop. Currently, there are 38 products available in the shop, many of which are new items launched based on user demand and market feedback. Prices range from $5.99 to $49.99, with an average price of $15.82, which is affordable and caters to the general consumer level.

No.1 in Food & Beverage Daily Chart Source: Dida Dog

Conclusion

The success of the El Ranchito Jerky brand is not only due to its excellent performance in both content and shop operations, but also to the organic combination of the two. The success of this model also provides inspiration for many brands: short video platforms are not just display windows, but a complete business chain.

For brands, regardless of size, the deep integration of content and sales is an inevitable trend in the future. Every product category may be seen, remembered, and loved by more people through the right approach.