How restaurants can make the most of social media

In today’s digital age, having an online presence is crucial for any business, but for restaurants, it’s not just a bonus—it’s a necessity. The hospitality industry is highly competitive, and restaurants need to differentiate themselves to attract customers. 

Social media platforms, especially TikTok and YouTube, offer an unprecedented opportunity for restaurants to engage with potential diners, build brand awareness, and ultimately drive business growth. 

The rise of TikTok and YouTube in the hospitality industry

TikTok and YouTube have become game-changers in the hospitality industry. Both platforms emphasise visual content, which is ideal for showcasing food and restaurant experiences. 

TikTok, with its short, engaging videos, allows restaurants to go viral with creative, bite-sized clips, while YouTube provides a platform for longer, more in-depth content such as cooking tutorials, behind-the-scenes looks, and restaurant tours.

– TikTok has grown to over one billion active users worldwide, with many users turning to the platform for food inspiration, cooking tips, and restaurant recommendations. The viral nature of TikTok makes it possible for a small restaurant to gain massive exposure overnight.

– YouTube, being the second-largest search engine in the world after Google, offers a more established platform with a focus on long-form content. Restaurants can build a loyal audience by consistently posting high-quality videos that entertain and educate viewers.

Benefits of using social media

Increased Visibility

Social media platforms provide restaurants with the ability to reach a much wider audience than traditional marketing methods. A well-crafted video on TikTok or YouTube can reach thousands, if not millions, of people, many of whom might never have otherwise heard of the establishment.

TikTok’s algorithm is especially favourable for smaller businesses because it focuses on content quality and engagement, rather than just the number of followers. A single viral post can put a new restaurant on the map.  

YouTube videos have a longer shelf life than TikTok’s short clips, and they can continue to draw views months or even years after being posted, offering consistent visibility for a restaurant.

Engagement and Connection

Both platforms allow restaurants to build a more personal relationship with their customers. Through TikTok, hospitality businesses can create fun and engaging content that resonates with their audience on a human level, whether it’s through behind-the-scenes kitchen videos, staff challenges, or customer reactions to new menu items.

YouTube, on the other hand, allows for deeper storytelling. With longer videos, owners can share the history of the restaurant, tell the story behind the most popular dishes, and introduce chefs or key team members. Engaging with the audience through comments, likes, and shares can foster a sense of community and loyalty.

Cost-effective marketing

Traditional advertising methods, such as TV commercials or print ads, can be costly and often don’t offer the same level of engagement as social media. TikTok and YouTube, however, provide a cost-effective way to reach a massive audience. Restaurants don’t need a huge budget to create content—often, authenticity is more appealing than polished, professional production.

Additionally, social media advertising is more affordable and allows for better targeting than traditional methods. 

On TikTok, users can be targeted based on location, interests, and behaviours, ensuring that ads are seen by people who are likely to become customers. YouTube’s TrueView ads, which allow users to skip after a few seconds, also offer cost-effective, highly-targeted advertising options.

User-generated content

Lastly, restaurants and catering businesses can leverage the power of user-generated content on both TikTok and YouTube. Customers love sharing their dining experiences, and when they post photos or videos of your dishes, it acts as free promotion. 

As such, businesses could encourage customers to share their meals online by creating “Instagrammable” dishes, offering branded hashtags, or hosting challenges or contests that inspire user participation.

Practical tips for using social media

Showcase signature dishes and menu items

One of the most effective ways to capture attention on TikTok and YouTube is by showcasing the food. Highlight the most popular or unique dishes in short, visually appealing videos. On TikTok, businesses could consider using viral music snippets and quick cuts to keep the viewer engaged. For YouTube, businesses can offer in-depth tutorials or cooking demonstrations that showcase the expertise and the quality of the ingredients.

For example, if a restaurant is known for its pizza, a TikTok showing a satisfying cheese pull or the art of tossing dough can go viral. On YouTube, a step-by-step guide on how to make the perfect pizza crust could draw in a different kind of audience—those interested in learning and appreciating the craft of cooking.

Leverage trends and challenges

TikTok thrives on viral trends and challenges: restaurants can hop on these trends to increase their visibility. 

For instance, if there’s a trending challenge that involves food, it could be beneficial to participate by featuring the restaurant’s take on it, creating a new challenge or encouraging customers to get involved, offering incentives like free meals or discounts for the best entries.

On YouTube, while trends are less fast-paced, businesses can still stay relevant by creating content around popular food-related topics, such as seasonal dishes, holiday specials, or themed menu items.

Behind-the-scenes content

People love seeing what goes on behind the curtain, and both TikTok and YouTube provide the perfect platforms for this. Show what happens in the kitchen before a busy service, introduce the chef and staff, or give a tour of the restaurant. This type of content adds a personal touch and helps potential customers feel more connected to the company.

On TikTok, a quick clip of a chef preparing a dish can be both informative and entertaining. On YouTube, a more detailed “day in the life” video of the staff or a feature on how to source local ingredients could build trust and customer loyalty.

Collaborate with influencers

Lastly, influencers on both TikTok and YouTube can help expand a restaurant’s reach to new audiences. Partner with local food influencers to visit your restaurant and share their experience with their followers. This type of social proof can be highly persuasive, as followers trust influencers’ recommendations.

It’s important to ensure to collaborate with influencers whose audience aligns with the restaurant’s target market. For example, if it’s a vegan restaurant, work with influencers who specialise in plant-based content to attract the right crowd.

In an industry as competitive as hospitality, restaurants need to utilise every tool at their disposal to stand out. TikTok and YouTube provide an unparalleled opportunity for restaurants to reach a broad audience, build relationships, and drive business growth. 

By showcasing the food, engaging with customers, and creating shareable content, hospitality businesses can leverage the power of these platforms to ensure their restaurant thrives in the digital age.