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.
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.
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.
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!
With impressive creativity and technical precision, the tasty final of the Taste of Tomorrow 2025 competition for young talent took place on October 6 at the Klessheim Tourism School: From an impressive 86 entries to the competition, eight talented chefs from Austria and Germany made it through the preliminary round and then presented their vision of modern, sustainable, and enjoyable cuisine to a high-caliber culinary jury.
The first-ever Champions of Change Award, presented as part of Latin America’s 50 Best Restaurants 2025, highlights the role of gastronomy as a driver of social change. The award goes to Dominican chef Inés Páez Nin – Chef Tita, who preserves culinary heritage and empowers entire communities through her Fundación IMA.
Three Michelin stars, uncompromising precision, and a clear culinary signature: in October 2025, Norwegian top chef Sven Erik Renaa will bring the flavors of his homeland to the Ikarus restaurant in Red Bull Hangar-7. With his philosophy of “Perfect Simplified,” he shows how Nordic nature, ancient traditions, and contemporary creativity open up a new dimension of the fine dining experience.
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.