In the United States, a “grandma-level” entrepreneur, Tina Castaneda, became a TikTok sensation with a single seasoning ball, earning the nickname “America’s Lao Gan Ma” from netizens. Her brand, EZ Bombs, has captured the hearts of countless young Americans with this little ball that brings “Mexican flavors” into the kitchen.

In just one year, EZ Bombs’ sales exceeded $7.5 million, and the brand successfully appeared on the American entrepreneurial reality show “Shark Tank.”

What kind of magic allows this small seasoning ball to quickly attract so much attention? The answer may lie in its unique product design and ingenious social media marketing strategy.

Image source: Dida Dog

Bringing Mexican Flavors into American Homes

EZ Bombs’ products focus on Mexican flavors, currently offering four products: Brine Bomb, Birria Bomb Pack, Pozole Bomb Pack, and a three-flavor seasoning set. These products “package” Mexican flavors into convenient cooking ingredients in the form of seasoning balls. Not only do they save cooking time, but they also allow users to easily recreate the traditional taste of Mexican cuisine. Simply put the seasoning ball into the pot with meat, and you can easily make authentic Mexican dishes at home.

This “foolproof” cooking method is loved by young people and food enthusiasts, meeting their dual needs for convenient cooking and authentic flavors, and establishing a unique product position in the market.

EZ Bombs founder Tina Castaneda, image source: Internet

Deploying on TikTok: Authentic Content, Precise Tagging

EZ Bombs’ success is not only due to the uniqueness of its products, but also its precise content strategy on TikTok.

On the EZ Bombs brand account @ezbombsfood, the brand showcases the use scenarios of its seasoning balls through direct cooking process demonstrations. Currently, the account has accumulated 233,400 followers and received 2 million likes.

EZ Bombs’ TikTok account stats

EZ Bombs’ video content focuses on showcasing cooking details, for example, directly putting the Birria Bomb into the stew pot in the video and demonstrating the process of making Mexican dishes in a few simple steps. This “easy-to-learn” content allows viewers to truly experience the fun of cooking, attracting a large number of young users interested in convenient cooking.

To further expand its reach, EZ Bombs also uses tags like #birria and #mexicanfood in its videos, helping the brand reach a broader target audience. These tags are highly relevant to the Mexican flavor theme and effectively attract users interested in this type of food culture.

TikTok tags frequently used by EZ Bombs

In November 2023, EZ Bombs leveraged trending topics to release a product demonstration video, incorporating a popular cooking challenge into the video, which quickly surpassed one million views. This precise tag selection combined with trending content brought considerable traffic to the brand.

Expanding Social Media: Multi-Platform Linkage Strategy

After initial success on TikTok, EZ Bombs didn’t stop its social media efforts, but further expanded its content layout on Instagram and Facebook.

On Instagram, EZ Bombs mainly showcases visual content of food scenes, attracting about 102,000 followers, indicating that its account operations are quite effective.

Image source: Instagram

At the same time, EZ Bombs also posts user reviews and brand updates about its products on Facebook, attracting more than 4,300 followers. Although interaction on this platform is relatively low, its graphic content is more in line with the social habits of family users, helping to increase brand awareness among this group.

By adapting content across multiple social platforms, EZ Bombs can reach a wider audience, ultimately forming a multi-platform linkage communication strategy and broadening its communication channels.

Image source: Facebook

Independent Website Layout: Simplifying Buyer Experience

To further enhance its professional image and optimize consumer experience, EZ Bombs also built an independent website and carefully refined its design:

1. Detailed product descriptions and high-quality images help buyers clearly understand product features.

2. The FAQ section directly answers common questions about product use, storage, and shipping, reducing buyer confusion during the purchase process.

3. Multiple payment methods are integrated, making the shopping process more convenient and thoughtfully improving shopping convenience.

4. The “Contact Us” page provides users with a direct communication channel, increasing service interactivity and accessibility.

Image source: EZ Bombs independent website

Single Product Strategy and Focused Promotion: Small but Refined Product Layout

To better concentrate resources and enhance brand recognition, EZ Bombs made a streamlined decision in its product strategy, focusing on four core products.

This streamlined product line helps the brand focus resources, enhances product recognition, and reduces the complexity of multi-category operations for a startup brand. EZ Bombs focuses on promoting these four single products across platforms, making its brand communication more concentrated through a simplified marketing strategy and achieving ideal market response.

This strategy, for small-scale brands, not only saves operating costs but also strengthens brand recognition, making it a path worth emulating.

Image source: EZ Bombs independent website

Inspiration for Small and Medium Brands Going Global

EZ Bombs’ success reveals an important lesson for going global: in the global market, small brands can completely break the limitations of scale with precise market insight and flexible strategies.

Rather than pursuing “grand momentum,” it’s better to focus on niche needs and enter the target market in a real and effective way.

“Strategy first, user-centered”—only then can you unlock unlimited possibilities.