TikTok als Marketing-Tool Foto beigestellt

TikTok Marketing – how gastronomy can use the potential

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

These numbers are reason enough for us to dig a little deeper into TikTok, how it works, and its potential for social media marketing. Because the hip 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 any other social platform. Interestingly, while entertainment, dance, and pranks are the three most-watched content categories on TikTok, recipes and cooking make up the top 10. In other words, TikTok users are engaging with food-based content, which means there’s a huge opportunity for the 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. Via increases to one and three minutes, TikTok has now reached ten minutes. TikTok provides a wide range of ways to create, cut, recombine, and duplicate videos. Users can create their own videos and edit them with special effects, filters and stickers. In addition, they can add sounds or music clips. They can also watch, follow, and interact with other users’ videos. New challenges, hashtags and trends appear on the homepage every day. Food porn always pulls anyway. In fact, riding a wave is often the quickest way to get a lot of video views. Someone demonstrates something exciting and thousands of others imitate it. In the next article we will introduce you to accounts that you should know or at least be inspired by.


When planning your restaurant’s TikTok strategy, remember that people go to TikTok to laugh, engage in challenges and get away from it all. So try to capture that in your content. The motto “Don’t take yourself too seriously!” is popular here!

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