INTRODUCTION
TikTok has quickly become one of the most popular social media platforms in the world, with 800 million active users and more than 2 billion downloads since it launched in September 2016.
The video sharing app, which features short, looping videos that can be customized with filters and effects, is most popular with younger individuals. As a result, many brands, including restaurants, are starting to take to the platform in an effort to reach the next generation of customers.
In a previous article, we discussed several marketing strategies restaurants can use to promote themselves on TikTok. Following are some TikTok ideas for restaurants to execute those strategies.
SHARE BEHIND THE SCENES EXPERIENCES
TikTok’s primary audience (young millennials and Gen. Z) like to be involved and value behind-the-scenes looks at their favorite pastimes. Share videos of your chef(s) making popular dishes at your restaurant to give them an idea of what goes on in your kitchen, or follow Chipotle’s lead by breaking down a signature recipe for your followers to recreate at home.
Its corn salsa video, for example, earned the company close to 850,000 likes, more than 4,500 comments and 15,700 shares.
You also could share videos of your front of house staff having fun at work to show off your positive restaurant culture. For instance, you could record them opening the dining room while lip-syncing or dancing to a popular song or showcase what a “day in the life of a server” is like.
In addition, you should highlight the customer experience by sharing testimonials or memorable moments from your regulars. For instance, you could recreate a proposal that took place at your restaurant or create a parody of the different personalities that frequent your establishment (with your customers’ permission, of course).
POST FUN, CREATIVE AND INTERACTIVE CONTENT
Creativity is key on TikTok. Always try to think outside the box when creating content for your restaurant. For example, you could offer a build-your-own dish or create-your-own cocktail (for the 21+ crowd) experience for guests to participate in and share the craziest concoctions on your channel.
You also could encourage patrons to post their creations on their own channels to build a TikTok community. Take this one step further by creating an interactive hashtag challenge associated with the experience.
If you’re not familiar, a hashtag challenge is a key feature of the platform. Essentially, users post videos and include the corresponding hashtag (e.g. #crazycocktail) so others can view similar videos with the same hashtag. This helps make content more memorable and easy-to-find.
Collaborative content is another way to engage users. For example, you could work with other chefs in your area or local producers to provide a fresh perspective on your channel. This could include creating a mashup recipe or a farm-to-table dish that you don’t normally offer.
TikTok influencers also can help provide a new point of view for your restaurant by blasting their experience to their followers.