Editor’s Note: This article is the conclusion of a three-part series on how bars and restaurants can use TikTok. Read Part One here and read Part Two here.
* * *
The marketing power of TikTok has become undeniable, but it can be difficult for a bar or restaurant to know where to begin. Indeed, there are many factors to consider when deciding whether to create a dedicated TikTok channel for your brand, and how to build & optimize that channel once it’s launched. However, given the time and resources required to run a successful channel, it may not be right for everyone.
In this final article of a three-part series at Bar & Restaurant, we outline the ways you can utilize TikTok to grow awareness about your business, product or service – even if you’re not ready to invest in creating your own brand channel.
1. Build a Branded Hashtag
Branded hashtags help brands build a searchable presence on TikTok without having their own channel. Without a dedicated profile, a brand has no “landing page” people can visit to view content that is solely dedicated to the brand. However, if you create a branded hashtag for influencers, strategic partners, organic users, and even media to use, anyone who searches it will be able to see all of the TikTok content dedicated to your brand in one place.
Sure, it benefits a local restaurant to hashtag #sfeats or #atlfoodie for awareness, but the content will be displayed among numerous videos unrelated to the restaurant. However, if the restaurant also nurtured the use of a branded hashtag like #yummyexpressatl, there would be a single place for folks to enjoy content related specifically to the restaurant.
2. Influencer Partnerships
Engaging with influencers is one of the best ways brands can market themselves on TikTok – and it doesn’t require your own channel!
- Partnerships can be free, for trade or paid, and should be negotiated individually with each creator. Unsurprisingly, the higher the number of followers and level of engagement on their account, the more money/product an influencer will likely expect. One tip when working with a smaller budget is to approach influencers within your niche who may have a lower follower account but a high engagement rate, allowing you to target a smaller, yet highly applicable audience for your brand (engagement rate can be calculated by looking at how many likes and comments a post gets, divided by how many followers that account has).
- Influencers often like to try new places and experiences, so restaurants and bars may have an advantage over other types of brands or products. Influencer partners will act as a brand representative on TikTok, using their messaging and any branded hashtags to help promote the business. Users get to see a space through a “real person's” eyes instead of a brand’s perspective, and creating genuine testimony about a restaurant or bar without tagging a handle can seem more authentic.
- Working with influencers outside of the food and drink niche (such as lifestyle, arts, gaming, etc.) can be a great way to introduce your brand to new audiences.
3. Strategic Partner Content
Creating strategic partnerships with like-minded brands is overall a great marketing tool, and TikTok is another medium through which to amplify the collaboration. By partnering with brands and organizations who have their own accounts, you can leverage their following, and develop a voice within that community.
4. Work with Social Media Editors at Top Publications
Many editorial outlets have social media editors, and dedicated TikTok channels for their brand. They’re often looking for content, and brands can pitch ideas/coverage for inclusion in their feed. Get them to use your branded hashtag (from tip No. 1), and you’ll begin building up searchable content for your brand without creating a channel!
5. Paid Ads and “Branded Missions”
Brands can run paid ads on TikTok by creating an ad account, without having an organic user account. The ads would link to the website in your call-to-action, and not feature a profile link. With ads, it’s important to test various campaigns and targeted audiences to better understand what’s resonating with users. Use data and insights gleaned from your ad performance to optimize future campaigns.
Recently, TikTok launched an innovative ad product called Branded Missions, which allows advertisers to crowdsource "authentic" content from TikTok creators, and turn top-performing videos into ads. Brands put out a creative brief with parameters for the content, and anyone 18 years or older with at least 1,000 followers is invited to submit a video. Brands can select their favorite submissions, and then amplify them through promoted ad traffic. Creators receive payment for their work, and brands benefit from being able to crowdsource creativity from TikTok’s billions of users.
Final Thoughts
In an increasingly fragmented media landscape, it’s becoming more important than ever to meet the consumer where they are – which is most often the digital/social media world. TikTok is the current front-runner in terms of garnering attention share (particularly from Gen Z and Millennials), and it’s showing no signs of slowing down.Figuring out how your brand can best use TikTok as a marketing tool warrants thoughtful consideration in a growing competitive landscape.
Editor’s Note: This is part three of a series on how bars and restaurants can use TikTok. Read Part One here and read Part Two here.
Cole Roberts is the director of social media at Carbonate, and Rachel Walensky is director of brand strategy and communications at Carbonate. Roberts has a diverse background working with brands across entertainment, CPG, hospitality and food and beverage verticals. Walensky has more than a decade of experience working with, and building, award-winning brands in the food, beverage, travel, lifestyle and tech sectors. Carbonate is a brand communications and creative services agency specializing in food, beverage, hospitality, lifestyle, travel and food tech. To learn more about Carbonate and its services, visit CarbonateGroup.com.
Plan to Attend or Participate in
Bar & Restaurant Expo, March 27-29, 2023
To learn about the latest trends, issues and hot topics, and to experience and taste the best products within the bar, restaurant and hospitality industry, plan to attend Bar & Restaurant Expo, March 27-29, 2023 in Las Vegas. Visit BarandRestaurantExpo.com.
To book your sponsorship or exhibit space at Bar & Restaurant Expo, contact:
Veronica Gonnello
(for companies A to G)
e: [email protected]
p: 212-895-8244
Tim Schultz
(for companies H to Q)
e: [email protected]
p: (917) 258-8589
Fadi Alsayegh
(for companies R to Z)
e: [email protected]
p: 917-258-5174
Also, be sure to follow Bar & Restaurant on Facebook and Instagram for all the latest industry news and trends.