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!

Book tip of the week: Iran's Daughters

Timeless plea for freedom, dignity and the beauty of life

“Iran’s Daughters” is an impressive work that focuses on the stories of courageous women with Iranian roots in Germany. This book is far more than a collection of portraits – it is a powerful tribute to the strength, freedom and creativity of women who wear their origins with pride while breaking the boundaries of social conventions.

The diversity of the personalities portrayed, including well-known names such as Jasmin Tabatabai, Natalie Amiri and Düzen Tekkal, is what makes the book so lively. Each woman shares her own personal story – characterized by identity, resistance and the pursuit of a self-determined life. The stories are touching, inspiring and at the same time provide insights into the rich culture of Iran and the challenges of juggling two worlds.

The book’s complexity is particularly outstanding. It combines political statements with cultural elements such as poetry, music and recipes, while the interior and lifestyle insights emphasize the individuality and style of the women portrayed. You can feel the passion and commitment of the authors Leyla Piedayesh and Stefanie von Wietersheim and the photographer Neda Rajabi in every page, who not only document the project but also reflect on their own journey.

Info:
Callwey Verlag
ISBN 978-3-7667-2703-9
272 pages

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