TikToker’s influence grows in the restaurant industry

TikTok users love restaurants and will patronize the ones they see in the videos.

This is one of the main findings of a national TikTok survey which found that 36% of TikTok users have visited or ordered food at a restaurant after seeing the restaurant on the social media platform. .

Additionally, 65% of TikTok content creators have visited or ordered food at a restaurant after watching videos on TikTok.

The survey was conducted by franchise marketing and communications agency MGH and interviewed 701 TikTok users in the United States, according to a press release. There are 65.9 million monthly active users of TikTok in the United States and 1 billion active users worldwide.

The survey found that food is important to TikTok users, which is why people visit or order food in restaurants after viewing TikTok restaurant content. Of the users surveyed, 55% said they wanted to visit the restaurant because the food looked appetizing, and 51% wanted because the video showed a unique food.

“As TikTok continues to gain popularity, many restaurant marketers are wondering if the platform is worth the investment. Our survey results show it,” said Ryan Goff, executive vice president, general manager of social media marketing at MGH, in the release. . Often times, restaurants and other businesses are reluctant to invest in new platforms, but the growing popularity and scope of users – coupled with direct user feedback – demonstrates the power of TikTok and should encourage restaurateurs to add this platform. -fits in their marketing mix. “

Other stats for TikTok Restaurant include:

  • Over 45% said they would be interested in visiting a restaurant in a different state based on a TikTok video, with 35% saying they have already done so.
  • 38% wanted to visit a restaurant they saw on TikTok because the video showed a cool atmosphere.
  • 36% wanted to visit the restaurant because the TikTok video showed a cool way to serve food or drink.
  • Almost 30% cited excellent opinion as the driving force behind their interest in visiting.

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Cecil N. Messick

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