Our favorite movies are the ones that tell incredible stories, connect to our emotions, and make us want to tell others about them. Making this kind of impact is precisely what successful video marketing does as well. Thanks to TikTok, the hugely popular short-video platform, you don't need fancy editing or directing skills to create videos that promote your restaurant.
TikTok, the fast-growing social media platform popular with teenagers, is apparently having a big influence on where its users eat. A study found that 36% of TikTok users have ordered from a restaurant after seeing a video about it on the platform. More than 65 million Americans actively use TikTok every month, scrolling through an endless stream of light-hearted or funny videos that are served up by an algorithm to reflect their interests. And what happens in the app can sometimes have an impact outside of it. In March, a pasta recipe that spread quickly on TikTok led to a feta cheese shortage.
The users who make those videos, called creators, are even more likely to base their dining decisions on the app, MGH found. A whopping 65% of people in that group said they have ordered from a restaurant after seeing it on TikTok.
Key factors driving those decisions are the food itself, particularly unique items. Fifty-five percent of users told MGH they have visited a restaurant from TikTok because the food looked appetizing, and 51% went because they saw a unique menu item. Others were enticed by a "cool atmosphere" (38%), interesting presentation (36%), or a great view (29%).
And the app's influence on dining behavior is not necessarily related to convenience. Some users said they have traveled great distances to eat something they've seen on the app. One-fifth have gone to a different city, and 16% have gone to another state to visit a restaurant from the platform.
There is no single formula to follow to ensure your videos go viral, but you can build a following for your restaurant by keeping a few things in mind. Because TikTok videos are so short, you'll want to keep your messages easy to understand and accessible, as well as visually appealing. Elements of surprise, humor, or usefulness, and plenty of personality also help attract attention.
Here are six ideas for how to harness the power of TikTok to market your restaurant, no matter where you are located, the size of your team, or the type of food you serve.
1. Take your audience backstage. Giving people a behind-the-scenes look at how your restaurant operates makes them feel part of your community. Take them on a tour of your kitchen and introduce members of your team as they work. Make viewers feel in the know by sharing a particular technique or recipe.
2. Feature your vendors. Many younger adults — TikTok's primary audience — look for brands that offer a sense of authenticity and transparency. Videos that give them a glimpse of the people and places behind their meals can create that connection. Showcase the farm where the tomatoes you use for salads are grown or introduce viewers to the baker that makes the bread you serve. Or take them to a tasting and let them see how you select a specific wine or cheese.
3. Share recipes. Use jump cuts to make videos that show your chef making meals in seconds. A former contestant on Master Chef has built a sizable following for her lively videos showing viewers how to make favorite dishes from Asian cuisine such as kimchi or Chinese pancakes. Along the way, she also offers tips on things like handling chopsticks or buying the best sushi knife.
4. Offer lessons. Gain home chefs' attention by demonstrating and teaching fundamental skills, such as slicing onions or more advanced techniques. Consider showing viewers how to make things most probably haven't thought much about or never will make, such as churning butter or carbonating fruit. However, these are fun and interesting to watch regardless.
5. Introduce menu items. TikTok is an excellent way to showcase new menu items, especially if you do so in a visually impressive way. Assembling a cheese board doesn't sound very compelling, but Maggie Johnson (@magsmeals) has almost 300,000 people watching her doing so on TikTok because of both the beautiful arrangements she creates and her upbeat personality.
6. Host a live event. Once your TikTok account has at least 1,000 followers, you can begin hosting events on the platform. Have a mixologist or cook offer a rapid-fire class or a series of mini-lessons or run a contest for anything from naming a new drink or the best combinations of pizza or burger toppings. With the platform's ease and speed, TikTok is the perfect place to experiment with ideas as you market your restaurant.
