How to use TikTok in your hospitality business

TikTok is the new social media channel that everyone is talking about but can it drive customers to your outlet? Read on…

What is TikTok?

It’s the social media platform that has taken the world by storm with 9.2 million active TikTok users in the UK. TikTok is all about creating, sharing and discovering short videos, whether that’s a new dance routine or an amazing recipe idea.

How can TikTok benefit businesses like yours?

With an impressive 38% of TikTok users having dined at a restaurant after seeing a video from that venue, use the platform to attract new customers and gain exposure for your outlet. Even if you have a small following, an uploaded video can go viral and potentially be seen by thousands. A huge 75% of TikTok users are aged 18 to 34 so using the platform to engage with this demographic is an absolute must.

“38% of TikTok users have dined at a restaurant after seeing a video from that venue”

- MGH, 2022

Who uses TikTok?

43% of TikTok’s audience is between 18 and 24 years old.
32% of TikTok users are aged between 25 and 34.
Only 3.4% of the TikTok audience is 55+.
TikTok users are mainly aged 18 to 34 so if your customers tend to be from the older generations, then it’s probably not worth investing time in.

5 things to post on Tiktok

Show off the best bits with a venue tour. Go behind the scenes in the kitchen and bar so viewers can see the areas that are usually behind closed doors.

Demonstrate your personality with introductions to your staff . Be authentic. Show them having fun and doing a great job, e.g. creating a dish or cocktail.

Share a recipe, advice on making a plate of food look professional or a secret to a cocktail. The top-down view of the dish being made is popular as it’s engaging.

Run a giveaway. Share clips of your best-looking drinks and food and add text to the screen to advertise a competition to win a round of drinks or a meal.

Top down view of someone whisking an egg

Create a hashtag challenge, e.g. show your chef making an omelette in record time and challenge viewers to do it quicker at home. Share your own unique hashtag to make it recognisable.

How to do TikTok well

Use trending sounds Get more views by creating videos with trending sounds. Click ‘add sound’ when you upload to find them.

Embrace trends Get involved in national food/drink days. Find one that works for you and make a fun video to show off your brand.

Be responsive Reply to every comment and direct message you get. It takes time but it will help boost your engagement rate.

Create recognition Set your username to your outlet’s name or the name you use for your other channels. Be consistent.

Sort your profile Add your logo as a profile picture, connect all your social channels, write a short bio, and add your website link.

Casual is best Unpolished videos often perform best on TikTok so don’t worry about making them look professional or fancy.

Save Article