TikTok Marketing

How the hospitality industry can use the potential
Alexandra Gorsche © Conny Leitgeb Photography
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: Unreasonable hospitality

A radical redefinition of hospitality

In “Unreasonable Hospitality”, Will Guidara shows that hospitality can – and often should – go far beyond simply meeting expectations. Guidara takes us on the journey of how he turned Eleven Madison Park from a struggling two-star restaurant into the best restaurant in the world. The key? A radical redefinition of hospitality, with a focus on unforgettable experiences.

The anecdotes from his time at Eleven Madison Park are inspiring and often astounding. Whether it’s a sleigh ride in Central Park or transforming the dining room into a beach vacation with real sand, Guidara impressively demonstrates how small and large gestures can transform relationships with guests and employees. What may seem “unreasonable” at first glance has an astonishing effect: it creates loyalty, enthusiasm and a corporate culture that allows everyone involved to grow.

The book is more than just a look behind the scenes of one of the best restaurants in the world. It is a manifesto for an attitude that can be applied far beyond the world of gastronomy. Guidara’s principles of generosity and commitment are transferable to any industry and invite us to rethink the concept of excellence.

Info:
ZS – a publishing house of the Edel Publishing Group
ISBN 978-3-96584-376-9
352 pages

The rise of sustainable & vegan cuisine

Why plant-based and eco-friendly concepts are the future

Sustainability is more than just a trend – it is fundamentally changing the restaurant industry. The winners of the Lieferando Awards 2024 show: Restaurants with sustainable and vegan concepts are gaining in importance. But what makes a restaurant truly sustainable? And can plant-based cuisine compete with classics like burgers and pizza?

Book tip of the week: Thai Kitchen

The essence of Thai cuisine

“Thai Kitchen” is the ideal book for anyone who loves the variety and flavors of Thai cuisine and wants to recreate authentic dishes at home. With 100 recipes ranging from classics such as Pad Thai, Thai Curry and Tom Kha Gai to street food highlights and aromatic desserts, this book offers a comprehensive collection for a real Thai feeling in the home kitchen.

Particularly noteworthy are the clear step-by-step instructions, which make it easy for even novice cooks to get to grips with Thai cuisine. The recipes are complemented by helpful information on local ingredients and special preparation techniques, making the cooking experience not only authentic but also educational.

The atmospheric food photography gives the book a warm, inviting atmosphere and makes you want to try out the recipes straight away. Whether papaya salad, som tam, aromatic wok dishes or spicy dips – each recipe promises a little culinary journey to Thailand.

Info:
DK Verlag Dorling Kindersley
ISBN 978-3-8310-4942-4
272 pages

quick & dirty
TikTok als Marketing-Tool Foto beigestellt
TikTok Marketing

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.