by By Mackenzie Knutson
With TikTok changing the way of advertising and digital marketing, I want to acknowledge the possible growth it can provide for the food and beverage industry.
We have seen many influencers, clothing brands, and more find success on TikTok, so now restaurants are starting to do the same.
Recipe and cooking is among the top 10 categories on TikTok, so companies within the food and beverage industry should take advantage of that.
Below are a few of my favorite recommendations for #FoodandBev TikTok…
Recipe content
As stated above, recipes and cooking are in the rankings for TikTok categories, and people are fascinated by learning about what goes into a dish or how to make it themselves. I know I find my For You Page (FYP) being cultivated by many recipe videos….and it grabs my attention, always.
We enjoy seeing the process of how some of our favorite meals are made or how they can give us some inspiration to make in the future. @TheRedChickz has gained 1.2 million followers by showcasing its menu items and how it is made. Also, they respond to customers’ requests by video showing the process of it.
Comment & engage with others
Recently, “Comment Culture” has arisen on TikTok, as it is now simple for users to include past comments in new videos. With this, brands have been seen commenting more and more on videos to be included in the conversation. This has helped engagement for that brand increase because if they comment on a user with a following, that user may respond to that comment via video. This typically happens when the comment has some humor aspect to it, making it funny to respond to and grabbing other users’ attention.
Chipotle is notorious for this.
Trends
Participating in TikTok trends may be the fastest and easiest way to go viral. TikTok has an algorithm where if a user uses a trending sound at the time, then the content is more likely to appear on someone’s FYP.
Sweetgreen has been consistently creating content revolving around not just sound trends, but also current pop-culture topics. Below is their take on the current Wes Anderson movie trend.
It also helps when a user makes a video about a restaurant or food item and it goes viral, like Joe & the Juice’s Tunacado. But, if that does not happen for your food and beverage brand, these tips will help you get there.
Connect with Mackenzie on LinkedIn.
Hi Mackenzie,
I thought this was a great topic to write about. I’ve seen so many companies hop on the comment bandwagon and leave funny/relatable comments on viral TikTok posts. I think it’s a brilliant way to engage with an audience, build brand awareness, and just to have fun too.
Hi Mackenzie,
I think this is an amazing topic to write about, especially because in the food & bev industry, it’s hard to keep up with trends or even get strategically creative. I think being more relatable and funny is a good strategy for industries. When doing this, you are targeting all age groups because everyone loves humor and being relatable.
Your blog post on the impact of TikTok on the food and beverage industry was very insightful! TikTok’s influence on marketing and advertising is especially changing the game for restaurant/food-related brands. As someone who loves cooking and whose reel feed is majority filled with recipes, I definitely agree that when brands create engaging content and participate in trends it grasps my attention.
I am someone who loves food and honestly I loved everything that your blog had to mention. It was super helpful and easy to read which I appreciated.