TIKTOK FOR HOSPITALITY: WHY VENUES ARE MISSING OUT NOT USING TIKTOK
The Challenge: Moving Away from the Traditional Content
While Instagram and Facebook have traditionally been the go-to platforms for hospitality venues, TikTok is emerging as a must have platform for venues looking to connect with audiences in fresh ways. It’s time to swap out perfectly styled food shots for authentic, humorous and relatable moments.
Creating content for TikTok isn’t as simple as repurposing your Instagram posts. It requires a change in strategy. While TikTok thrives on those raw, unscripted moments, planning is still essential to craft content that feels raw yet intentional.
The magic lies in showcasing the people behind the scenes: the bartenders, chefs, waitstaff and even regular customers. Venues should shift their approach from focusing purely on food and drink content, to relatable moments that highlight the quirks that define your venue.
It’s the cheeky bartender cracking a joke, the chef revealing a secret recipe, or the manager addressing difficult customers. These moments will build a connection and next time customers are deciding where to go, they might just choose the venue that has those funny, authentic TikToks that made them smile.
TikTok in Action: Dee Why Hotel
At Papaya Agency we are working with the Bayfield Hotel Group experimenting with TikTok content for their venue, Dee Why Hotel. A recent video struck gold featuring staff humorously addressing the all too common scenario of customers forgetting their please and thank yous. With over 15k views, this post wasn’t about food or drinks – it was about a moment everyone could relate to. By tapping into humour and staff personalities, the video captured Dee Why Hotel’s fun and laid back vibe. This type of content doesn’t just build brand awareness, it fosters a stronger connection between the venue and its audience.
How to make the most of Tik Tok:
- Create high-quality original content: This doesn’t mean it needs to be overly polished. Remember, engaging content is still king.
- Feature Your Team’s Personality: The staff are the heart of venues, let them shine! Showcase the quirky personalities, fun interactions, and behind-the-scenes moments that make the venue unique. Plan content around the people who bring the venue to life.
- Tap Into Trends (with Your Own Twist): TikTok thrives on viral trends, use trending sounds, challenges, or themes, but make sure to tailor them to fit the vibe of your venue. Adding your own spin keeps it authentic and aligned with your brand.
- Embrace Humour: TikTok users love content that makes them laugh and makes your content more shareable.
- Engage with Your Audience: A thriving community doesn’t just happen, engage with your audience outside of sharing content. Make your audience feel seen and valued through tailored content and two way conversations.
- Pay attention to what’s working: If something flops, that’s okay, adapt your strategy and keep chasing the engagement sweet spot.
When done right, TikTok doesn’t just get views; it builds relationships, fosters loyalty, and ensures your venue is top of mind when people are deciding where to eat, drink, and hang out. Unlike Instagram and Facebook, which increasingly operate on a pay to play model, TikTok offers organic reach that enables venues to reach both new and existing audiences without breaking the bank. With menial investment, we’ve already seen venues achieve incredible results, making TikTok a cost-effective and impactful addition to any hospitality marketing strategy.
Written by: Tash Chapman, Senior Account Manager – Papaya Agency
