TikTok Marketing

How the hospitality industry can use the potential

3. January 2023 |

Alexandra Gorsche

3. January 2023

Alexandra Gorsche

With over 1.7 billion users, the network is now one of the fastest growing social networks in the world. Growing by 38% between 2019 and 2021, TikTok was the most downloaded app in 2021.

Entertainment, dancing and pranks

These figures are reason enough for us to take a closer look at TikTok, how it works and its potential for social media marketing. After all, the popular video platform is no longer just popular with Generation Z. In fact, recent reports suggest that the average engagement rate on TikTok is better than on any other social platform. While entertainment, dancing and pranks are interestingly the top three most viewed content categories on TikTok, recipes and cooking are in the top 10. In other words, TikTok users are engaging with food-based content, which means there's a huge opportunity to grow your restaurant's brand on the platform.

How does TikTok actually work?

The app focuses on short videos with a maximum length of 10 minutes. Originally, when the app was launched in 2016, only 15-second videos were possible. By increasing the length to one and three minutes, TikTok has now reached ten minutes. TikTok offers a wide range of options for creating, editing, reassembling and duplicating videos. Users can create their own videos and edit them with special effects, filters and stickers. They can also add sounds or music clips.

They also have the option of watching, following and interacting with other users' videos. New challenges, hashtags and trends appear on the homepage every day. Food porn is always popular anyway. Riding the wave is often the fastest way to get lots of video views. Someone does something exciting and thousands of others follow suit. In the next article, we will introduce you to accounts that you should know or at least be inspired by.

Conclusion

When planning your restaurant's TikTok strategy, remember that users go on TikTok to laugh, engage in challenges and escape the seriousness of everyday life. So try to capture this in your content. The motto “Don't take yourself too seriously!” is the order of the day here!

A la table, s'il vous plaît! A la table, s'il vous plaît! A la table, s'il vous plaît! A la table, s'il vous plaît!

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Book tip of the week: Tunisian vegan

An aromatic journey through Tunisian cuisine

With “Tunisian vegan”, Malek M’hiri takes us on a colorful and aromatic journey through Tunisian cuisine – without any animal products. This book is more than just a collection of recipes: it tells the story of tradition, family and the unique flavors of Tunisia.

The 60 recipes show how diverse and creative Tunisian cuisine is, even in its plant-based form. Classics such as brightly colored shakshuka, spicy dumplings or steaming couscous become an experience through Malek’s vegan interpretations. The playful approach to ingredients and spices is particularly charming – there is less weighing up and more combining and seasoning. It is precisely this freedom that makes you want to discover the cuisine according to your own preferences.

The variety of recipes ranges from sweet Sunday breakfasts with millet pudding to hearty street food creations such as brik. Harissa, garlic and Tunisian olive oil play a central role and give the dishes their typical intensity. Malek not only conveys the recipes themselves, but also the knowledge of spices, ingredients and traditional methods of preparation.

The book’s personal touch is particularly impressive: the recipes are based on Malek’s family history and combine Jewish, Amazigh and Tunisian influences. This cultural depth makes each dish a piece of lived history that can be relived in the kitchen at home.

Info:
Löwenzahn Verlag
ISBN 978-3-7066-2990-4
160 pages

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