TikTok marketing strategies for restaurants and hospitality businesses

Introduction

Welcome to the vibrant world of TikTok, a platform that has exploded since its launch in 2014, now boasting one billion monthly active users. Known for its creative collaborations and engaging trends, TikTok has evolved from a venue for lip-syncing dancers and makeup tutorials to a hub for diverse content, including Excel tips and innovative marketing for hospitality businesses.

Victoria Banham, a former influencer with over one million followers, has transformed her career by founding Antler Social—a hospitality TikTok agency with clients like Honest Burgers. I had the opportunity to discuss with Victoria how TikTok is reshaping marketing strategies in the restaurant and hospitality sector.

The TikTok Advantage

Community Focus

Unlike older platforms such as Instagram or Facebook, TikTok thrives on community engagement. The app promotes a sense of togetherness with its trends, challenges, music, and sounds. This fosters a collaborative atmosphere where content creation feels approachable, even for those with smaller follower counts. For example, a user with just ten followers can go viral with engaging, relevant content.

Content Creation

For businesses looking to dive into TikTok, the first step is to download the app and familiarize oneself with existing content—especially within your specific niche. Conduct research using hashtags and analyze what is performing well. Remember that TikTok is trend-driven, so creativity and responsiveness are essential. A trend may only last a few days to a week, meaning businesses need to be agile in their content strategy.

Quality and Format

Video content on TikTok performs better when it is short, ideally around 7 seconds, although longer videos (up to 10 minutes) are now allowed. Experimentation is key; visually appealing food content, engaging educational formats, ASMR videos, and mukbangs (where creators eat large quantities of food while interacting with viewers) are all trending formats. But the emphasis should be on authenticity and engagement rather than overly polished advertising.

Embrace Personality

Successful brands on TikTok don’t just showcase their products; they inject personality into their content. Brands like Joe & The Juice, Toby Carvery, and even Ryanair excel because they understand their audience's language and humor. Authenticity matters—audiences do not respond well to brands that do not genuinely engage with them. Hiring someone who understands TikTok's nuances can alleviate concerns from upper management about content authenticity.

Trends and Content Utilization

Your TikTok content strategy should focus on participating in trends while creatively integrating your brand. Brands like Honest Burgers and Joe & The Juice have done this well, employing humorous and relatable content that resonates with their audience. Finding an engaging voice or personality to represent your brand can significantly enhance your reach.

Conclusion

Leveraging TikTok for hospitality marketing requires a commitment to creativity, authenticity, and movement within the ever-changing landscape of social media trends. By creating engaging and visually appealing content that resonates with audiences, restaurants and bar owners can successfully tap into a vast potential customer base.

Keyword

TikTok
Hospitality Marketing
Community Engagement
Content Creation
Trends
Authenticity
Joe & The Juice
Toby Carvery
ASMR
Mukbang

FAQ

Q: How can restaurants get started with TikTok?
A: Download the TikTok app, explore existing content in your niche, and engage with trending hashtags.

Q: What type of content performs best on TikTok for restaurants?
A: Engaging, visually appealing content focused on food preparation, educational insights, and trending challenges works best.

Q: Do I need a large following to succeed on TikTok?
A: No! TikTok's algorithm allows even users with smaller followings to gain visibility through viral content.

Q: How quickly do TikTok trends change?
A: TikTok trends can last from a few days to a week, so businesses need to be adaptable and quick to respond.

Q: Should restaurants use professional videographers for TikTok?
A: While quality matters, authenticity and a personal touch often resonate more with audiences than overly polished advertising.