INTRODUCTION
Formerly known as Musical.ly, TikTok is quickly becoming one of the most popular social media platforms in the world, with more than 660 million downloads and 500 million active monthly users.
The video-based app allows users to film and share short, looping videos with fun filters and effects, musical overlays and customized text. It’s extremely popular among younger generations.
In fact, 60 percent of TikTok’s monthly active users in the United States are just 16-24 years old. This presents an opportunity for restaurateurs looking to reach the next generation of diners. Following are some tips on how restaurants can use TikTok for marketing.
HOW TO GET STARTED ON TIKTOK
For your restaurant to be successful on TikTok, you must first be active on the platform. Start by downloading the free app on iOS or Android and creating an account.
Tap the “profile” or “notifications” tab, and follow the steps in the app, like choosing a username and profile photo or video for your restaurant. Your email address and phone number will be used to log in and to recover your password if needed.
Before you use TikTok for marketing purposes, take the time to explore the platform. Familiarize yourself with the type of content that works, as well as how to connect with other TikTokers.
For instance, you’ll find that TikTok is a platform where fun and creative videos thrive. They can be 15- or 60-seconds long, and they’re often casual and approachable, meaning you don’t need to create highly polished videos–a smartphone video will suffice.
HOW TO CREATE A TIKTOK VIDEO
If you are familiar with Snapchat or Instagram, then you’ll probably find TikTok intuitive. The upload screen prompts you to choose a pre-recorded video or create one in the moment.
You can add filters and special effects, adjust the speed of the video, set a timer or flip between the front and back smartphone camera. Once it’s uploaded, you will be able to trim the video or add additional effects, like layering text or sound over your video.
Use your own music, create an audio mash-up or choose from the options available in TikTok’s library. When you’re ready to publish, add a caption and relevant hashtags to make your content searchable.
Remember to create fun and original content that stays true to your restaurant’s personality. Your followers are looking for videos that are both engaging and genuine.
HOW TO USE TIKTOK FOR MARKETING
Like other forms of social media, TikTok can be used to generate brand awareness for your restaurant and engage with potential customers. You can market your restaurant on TikTok in three ways:
- Post relevant videos on your channel
- Work with influencers to spread content to a broader audience
- Advertise on TikTok
Most brands do some sort of combination of the three. For example, your restaurant should upload its own videos on a regular basis to stay top-of-mind. You also should work to create engaging experiences for your diners and encourage them to post about them on TikTok.
Gen Z and younger millennials love to be involved, so you could offer a build-your-own dish or create-your-own cocktail (for the 21+ crowd) in which TikTokers can film themselves assembling the item in their own unique way.
Hashtag challenges are another way to get TikTok users involved. In fact, they are a key feature of the platform’s community. Essentially, users film a short video related to the subject of the challenge and include “#[name of the challenge]” in the post. This helps make the video more memorable and easy-to-find.
Jimmy Fallon’s #tumbleweedchallenge is probably the best example of how to successfully create a hashtag challenge.
Influencer marketing can help supplement your efforts. For instance, you could partner with local foodies and have them post about their experiences at your establishment. This will help extend your reach to their followers and will hopefully increase your fan base. Be sure to let the influencers create their own content, as they know what resonates with their followers.
HOW TO ADVERTISE ON TIKTOK
TikTok ads are the final way your restaurant can use TikTok for marketing. The ad platform is still in its early stages, but it currently offers four types of ads.
- Infeed native content – Similar to Snapchat and Instagram Stories ads, this type of ad supports objectives like website clicks and conversions.
- Brand takeovers – This allows brands to take over TikTok for the day by creating images, GIFs and videos with embedded links to landing pages or hashtag challenges.
- Hashtag challenges – Instead of trying to make an organic challenge go viral, you can promote them to get more engagement.
- Branded lenses – Like Snapchat, you can create branded 2D and 3D lenses for faces and photos.
Since the ad platform is so new, there are some limitations. For instance, ads currently come at a premium cost, starting at an average of $10 per 1,000 impressions (views) and requiring a $500 minimum investment.
In addition, setting up a TikTok ad account can take some time. You must first submit information about your business before you can get started, and a representative will reach out up to 48 hours later.
Once you get set up, you will be able to choose your ad objective, select placements and targeting parameters (e.g. location, interests, etc.), set your budget and create customized ads.