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!

Beeswax cloth meets bread culture

Zero waste for professionals and guests

The Austrian brand Kumanu shows how circular thinking can be applied in everyday life—and makes doing without plastic both practical and aesthetic. With its “Frischefritz” beeswax wraps and ‘Krümelkarl’ and “Pausenpaul” bread and snack bags, it provides the industry with a well-thought-out solution for keeping food fresh for longer – without any plastic or aluminum foil.

The products are made from GOTS-certified organic cotton, organic beeswax from Austria and Germany, and tree resin from traditional pitch production – a combination that has an antibacterial effect and guarantees natural durability.

future trends

Book tip: Girl Dinner

Snack your way to happiness

What originally began as a social media trend has become a tribute to small, exquisite moments of pleasure. Georgia Freedman celebrates uncomplicated togetherness with colorful snack ideas, dips, antipasti, and bread variations—and shows that good food can also be simple.

INFO
Girl Dinner
Author: Georgia Freedman
Publisher: Callwey
Length: 160 pages
ISBN: 978-3-7667-2807-4
Price: €22.00 (Germany) / €22.70 (Austria) / CHF 30.90

must see

Leonardo Hotels Cleanup Days

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