Tiktok – The New Food Industry Influencer

With 500 million monthly active users, TikTok is one of the most popular platforms on social media. 

A 2021 study from marketing agency MGH found that 36% of TikTok users have visited or ordered food from a restaurant after seeing a TikTok video about the restaurant. The study also found 55% visited a restaurant from TikTok simply because the food looked appetizing. This shows that for restaurants, there is a clear avenue for exposure on the app. 

One of the most popular videos on TikTok are the recipe videos. Robyn Carter of Jump Rope Innovation (JRI) and Brooke Stewart of Power Moms Media shared their thoughts in a joint email to The Food Institute. 

“Many of these recipes tend to be simple recipes made with pantry ingredients–quick and easy to make, even for teens,” said Carter and Stewart. “They don’t require any advanced knowledge or special techniques or equipment.”

In another survey conducted by JRI, it was found that influencers and their followers are looking for quick, easy, healthy meals that are also homemade and unique. TikTok delivers recipes that fulfill those needs in an easy-to-understand, visual format. 

Additionally, Carter and Stewart noted that TikTok has given many consumers inspiration during a stressful time, making it a valuable creative outlet.

Restaurants can leverage on this creative outlet to gain exposure and create interest around the menus. Some examples include: 

• Share a quick recipe to showcase a new item on the menu

• Organise a TikTok challenge around an occasion (e.g. Halloween) 

• Reward your customers when they post using your hashtags

• Share behind-the-scenes stories to connect with your customers