TikTok may not be the first site you think of when you think about a restaurant.
It’s the most used social network in the world, with over one billion users every month and 700 million active users each month. According to recent reports, TikTok’s engagement rate is greater than any other social media network.
It’s interesting to see that Entertainment, Dance, and Pranks are the most viewed categories on TikTok, but Recipes/Cooking is number 10. This indicates that TikTok users are more inclined to engage with content related to food. This can be a great opportunity for restaurant brand growth.
Which content is most effective for restaurants on TikTok To give you some inspiration and ideas, I’ve analyzed seven popular restaurants that have thousands of TikTok users
1. Sweetgreen
Sweetgreen is The first on our list, America’s most beloved salad chain.
Sweetgreen was my first choice because they use recipes as a way to connect with customers. TikTok is also a popular platform for recipe content.
Sweetgreen’s TikTok recipe video gives you an insider look at how they make their dressings.
These quick recipe videos show you how to prepare your food and highlight the quality ingredients.
2. Auntie Anne’s Pretzels
Who doesn’t love a pretzel?! Auntie Anne’s is well-known for their delicious salty bread delights. They have taken this information to TikTok to share it with everyone.
Auntie Anne’s tip was to use mini-games to increase her engagement on TikTok. This poll, “Sweet or Salty”, allows viewers to express themselves through pretzel choices. It is amazing to see how passionate people are about this topic.
TikTok Game by Auntie Anne’s
When you give your followers the option to choose between A or B on a topic relevant to your restaurant as well as interesting to them, you’ll see a significant increase in comments, likes, and shares.
Auntie Anne also uses TikTok giveaways to engage their audience
Not many strategies can increase engagement on social media like contests. You can use Kobe Digital features specially designed for Restaurants.
3. Dunkin’
Next up is Dunkin’ – one of the most famous restaurants in the world.
Dunkin’ uses the huge reach of TikTok users regularly to promote its brand. This video was made in collaboration with @charlidamelio who has 126 million followers.
It can be costly to collaborate with celebrities or TikTok influencers. If you don’t have the funds, you could collaborate with smaller profiles that have an immediate impact on the customers at your local restaurant.
4. Baskin-Robbins
Baskin-Robbins doesn’t have a large following on TikTok. It is not as large as you might think.
TikTok challenges are a popular trending content on the network. Users upload videos that give their take on a challenge and tag it with a hashtag.
Baskin-Robbins joined the #cakeflipchallenge. It has over 16 million views.
Find out more challenges that are relevant to your customers by visiting the TikiTok Discovery Page. Join the fun!
5. Shake Shack
Whataburger has more than 100k TikTok fans. One tactic I want to highlight is the “messages–to-quotes” TikTok trend.
TikTok has become a popular content type. Customers can use direct messages or testimonials to turn them into quotes.
This is a fun way to highlight your customers. This is user-generated material that has been wrapped up into a trend. The video will almost appear by itself if you find the right quotes.
7. Pizza Hut
Pizza Hut is last on the list. These Pizza Hut videos aren’t your average restaurant-style video.
Pizza Hut uses video effects in a variety of different ways. This overlays an image that shows an astronaut and someone excited to have their pizza delivered.
This video uses similar effects and the TikTok POV trend.
This is an excellent example of what TikTok stands behind – it’s lighthearted but not serious. Have fun making videos! You’ll be amazed at the connections you make.
Conclusion
TikTok is an excellent tool for restaurant owners. TikTok is an excellent tool for restaurant owners.
Be relatable Don’t take yourself too seriously.
