From creating viral content to working with influencers, TikTok could help you become more successful in the modern restaurant industry.
TikTok is just like any other social media platform, except for one gigantic detail: it is EXTREMELY popular with Gen Z.
TikTok's popularity could be attributed to its being an endless digital entertainment venue, consisting of short-form video content. But perhaps most importantly, Tiktok is a mobile app that is meant to focus on authenticity and creativity, rather than a curated "selling" experience.
How can restaurants use TikTok in their marketing strategy?
Any restaurant can open an account and begin the brand growth process. The simple act of creating the account generates awareness among social media savvy customers and has the potential to generate new customers.
First things first, you have to create your own channel. If you are not a social media expert, consider your staff, team members, and other employees. There's a good chance that at least one of them hasn't just heard of TikTok. The knowledge of your staff could be useful to at least start using the application.
Once it's activated, it's time to start thinking about the types of content you want to share. Here are some ideas that can serve as a guide as content to share.
A LOOK BETWEEN THE FRAMES
A popular option is to give customers a behind-the-scenes look at how the restaurant operates. Take your audience backstage. Giving people a behind-the-scenes look at how your restaurant operates makes them feel like a part of your community. Tour your kitchen and introduce your team members as they work.
CHALLENGE CREATING A HASHTAG
Creating a unique campaign, such as creating a Hashtag Challenge, is the way most brands successfully launch viral content on TikTok. One such example was the #WhopperDance challenge by Burger King.
To launch a TikTok campaign or challenge, a restaurant or chain will partner with an influencer to boost the account's public profile. These influencers join campaigns, often for a price, and employed brand awareness among their social media reach by performing those skits, duets, and challenges that allow their personalities to shine.
SHOW YOUR SUPPLIERS
Many TikTok users look for brands that offer a sense of authenticity and transparency. Videos that give insight into the people and places behind your meals can create that connection. Show the farm where the tomatoes you use for salads are grown or introduce viewers to the baker who makes the bread you serve. Show off your kitchen equipment, that machine you are in love with. Also teach cleaning tasks that your staff does. To all adding the possibilities of creativity that the platform has.
Use jump cuts to make videos that show your chef preparing meals in seconds. Show viewers how to prepare some favorite dishes from your restaurant kitchen.
You can win the attention of many people by offering cooking lessons in general. Demonstrating and teaching fundamental skills such as cutting onions or more advanced cutting techniques.
SHOW THE NEWS FROM THE MENU
TikTok is a good way to show what's new on your menu. You can use the platform's editing tools to do it in a visually stunning way.
When your TikTok account reaches 1,000 followers, you can start hosting events on the platform. Your cook or bartender can offer little lessons, or you can host a contest for anything from including a new dish or naming a new cocktail.
Another less-than-organic way to build followers on TikTok is to buy ad space. The application offers different types of ads, similar to the ads in Instagram Stories.
If you operate a small restaurant with an extremely local customer base, or if you run a neighborhood coffee shop that has been selling successfully for decades, we don't suggest you invest all your marketing savings on TikTok.