At this time, there is probably no one who does not know the TikTok app, a Chinese app that is currently popular around the world. In the form of short videos, users can easily create their own video clips. There will be effects, songs, or sounds for users to use in the app. And can be shared with friends or shared publicly for the general public to come and see and follow. Many people may think that TikTok only has dance clips. In fact, Tiktok also includes many interesting lifestyle clips, such as cooking clips, educational clips, DIY Live Hack, etc.
And with the rapid growth rate of the number of users, which is expected to hit 2 billion downloads soon, especially in Thailand where the number of users has increased by more than 100% in less than a year, TikTok has become another marketing tool that is becoming more popular. Many entrepreneurs have started to use this channel as another way of marketing, including creating various promotions through Challenges. Today, MHA will update TikTok trends for the upcoming year 2021 as information for marketing restaurants to be better known and sell better next year.
10 TikTok trends of 2021
1. Influencers will increasingly use TikTok.
When it comes to influencers, we usually think of Instagram or Facebook. However, a 2020 survey found that 35 percent of influencers are starting to use TikTok more than the previous year. This has led to more movement in influencer marketing, both from the influencer side and the brand side. Many products have started to have marketing departments that specifically handle influencers, and TikTok is also a tool that brands are focusing on.
For restaurant businesses: For restaurants, this is a good opportunity because in addition to having a new channel to present their restaurants, reviewers and influencers are also looking for content to present via TikTok. In particular, there will be more new reviewers because of the ease of creating content on TikTok, which is considered easier than other social media available today.
2. TikTok will focus on Social Commerce
If you can't imagine it, imagine buying and selling products on various social media without having to leave those apps to go to online shopping apps anymore. And TikTok is going to open up opportunities for merchants to "sell" their own products on TikTok to help accelerate sales of those products. It is analyzed that the buying and selling process between sellers and buyers will start and finish the entire process on the Tiktok app. In addition, to incentivize businesses and merchants, merchants will receive a fund of $ 300 or approximately 9,000 baht for their first Tiktok campaign.
For restaurant businesses: If your restaurant offers delivery, this is a great opportunity to expand your distribution channels. For those who are already familiar with selling on social media, it shouldn’t be too difficult to learn more. If you haven’t, now might be the time to start.
3. Brands are using hashtag challenges a lot.
TikTok users are quite familiar with various challenges, and we have started to see many brands start doing challenges in the past year. This element encourages users to want to participate with the brand by creating a video according to the brand's requirements and publishing it to the public. This is where analysts see it as creating brand awareness and easily spreading it virally.
For restaurants: Try to study successful challenges and try to apply them to your business. There is a high possibility that the created hashtag will be distributed virally. Compared to producing work in other media, it is considered a very low budget.
4. There will be more video ads.
The overall usage of video marketing increased from 61% to 85% in 2020. For TikTok, with such a rapid growth rate of users, it is certainly in demand by many marketers today. After launching TikTok for Business to provide information and teaching how to advertise on TikTok last year, analysts predict that video advertising will increase even more in 2021.
For restaurants: This is a point that helps reduce limitations in producing advertising videos because of TikTok's features that allow easy video creation and free resources to study before making advertising videos.
5. Create a trend with #meme
If you can't figure out what a meme is, try thinking about a time when there was a story, event, or something that was popular at that time and was remade, parodied, made fun of, or whatever social media users picked up to play with. Like recently, there was a strange animal statue in front of a church that was posted on social media and was redrawn by many cartoonists until the meme, the Marshmallow Himmapan Animal, was created. TikTok is no different. Analysts believe that social media users, regardless of the media, are hungry for memes to follow or play with.
For restaurants : If you can catch the trend and learn how to use memes with your videos, you can create awareness and remember your restaurant very well, especially on a platform where many users are waiting to follow and follow you like TikTok.
6. Remixing UGC is the new trend.
Remixing UGC or what we call Remixing User Generated Content is creating content through a template on the platform that is created in your own style by using Background Music or filters in various forms according to your style, such as dancing in various forms or strange places and then sending it on until it goes viral.
At this point, many people are starting to wonder if video marketing on other social media is the same. So how is Tiktok different? The answer is that TikTok has a complete video creation tool in itself. Users can press to shoot a video from within the app, with filters and effects ready. They can also choose music and sound effects that are provided, with clear categories. These elements help users to put their imagination and creativity into their videos more easily.
For restaurants: Try learning how to create these free assets that will be on TikTok for other users to use, which will help create a great brand.
7. Celebs are also entering the TikTok scene.
Many celebrities have also jumped into TikTok because statistics show that the majority of TikTok users are Gen Z (aged between 9-22 years) , a group that uses social media for at least 2-4 hours a day. They are a group called Digital Natives or digital citizens who were born with technology and have high self-confidence. Gen Z is an important customer base for singers and actors. Therefore, it is not strange that many celebrities are moving to TikTok more.
For restaurants: Normally, if there were celebrities visiting the restaurant, we would not be able to resist asking to take a photo with them to post on social media, which was mostly still images. But in the future, we might try adding TikTok videos as another medium, because it does not take long to shoot.
8. TikTok is an indispensable channel for promoting music.
Forget about promoting music in the traditional way on other social media. What TikTok has added is Duet and Stitch, which are functions that can take other people's videos and make them your own videos, dual screen duels, or paste your own videos. Marketers see this as unprecedented on other social media and see this as creating engagement between creators and TikTok and helping businesses reach target groups that don't yet follow, using videos with high views as an aid.
For restaurants: This feature can help solve the problem of no viewers of restaurant content without having to pay for Boost like before. However, you should study the business policy for posting videos on TikTok in detail.
9. TikTok Trends is the new TV channel.
Although TikTok is in the form of short videos, unlike traditional television shows, if you look closely, you will find many similarities. When users find a #Hashtag that interests them and follow videos under that #Hashtag, it is no different from choosing a channel on television, where content that is longer than the time will be edited by users into episodes, while viewers wait to follow the creator's new video, just like waiting for the next TV show to air on TV.
So next year, we will see more TikTok creators making episodic videos for viewers to watch, and we will see more TV shows starting to condense their content into episodes and put them on TikTok.
For restaurants: Popular content on TikTok isn’t just about dancing or entertainment. Cooking tutorials are also popular. So if you have the ability to consistently come up with content that will gain a large following, it will be very beneficial for promoting your restaurant.
10. Use truth to create brand identity for your brand.
As we all know, TikTok emphasizes real and genuine content. Marketers believe that if the content is relevant to the interests of the target group, it will be very successful. This is the answer to why behind-the-scenes clips, how-to clips, or clips that are real, unedited, and unfiltered are successful on TikTok. Analysts believe that this is due to the characteristics of Gen Z, the main target group of TikTok, who are tired of the same unreal or staged content. And even though marketing using real content is not new, it is still an important trend in 2021.
For restaurants: This is another good opportunity for content like how-to guides on how to make food, behind-the-scenes videos of the restaurant's signature dishes. From a survey, it was found that if we watch cooking videos continuously, we will feel like eating food. Or even videos that introduce restaurants directly, without embellishment or staging, maybe adding a joke to make it look a little more fun, or playing with TikTok challenges and using memes at the right time will create good awareness and memory of the restaurant.
summarize
It can be seen that TikTok is a tool that can be used for marketing well because it is easy to use and has all the elements that are conducive to video creation. Overall, MHA sees that TikTok is suitable for restaurant marketing as well as other social media, especially restaurants whose target group is Gen Z. However, you should study TikTok's policies carefully, otherwise, you may be blocked from seeing or banned. Come back and find more good marketing content with MHA in the next episode.
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