隨著短視頻營(yíng)銷的蓬勃發(fā)展，餐飲商家迎來(lái)了前所未有的營(yíng)銷機(jī)遇。通過(guò)抖音平臺(tái)，美食與創(chuàng)意的完美結(jié)合，只需短短幾秒鐘的展示，就能讓人垂涎欲滴。無(wú)論是小吃攤位還是高檔餐廳，都能借助抖音迅速吸引關(guān)注，不僅限于本地用戶，更能吸引外地游客前來(lái)打卡消費(fèi)。抖音為餐飲商家開辟了一個(gè)廣闊的市場(chǎng)空間，潛在客戶群體龐大。

With the booming development of short video marketing, catering businesses have ushered in unprecedented marketing opportunities. Through the Tiktok platform, the perfect combination of food and creativity can make people salivate in just a few seconds. Both snack stalls and high-end restaurants can quickly attract attention with the help of Tiktok, which is not only limited to local users, but also can attract foreign tourists to clock in and spend money. Tiktok has opened up a broad market space for catering businesses, with a large number of potential customers.

餐飲商家抖音短視頻營(yíng)銷推廣實(shí)戰(zhàn)策略

Practical strategies for Tiktok short video marketing promotion of catering merchants

1.明確品牌定位，打造獨(dú)特賣點(diǎn)：餐飲商家在抖音短視頻營(yíng)銷中，首先要明確自身的品牌定位。是主打地道風(fēng)味的小吃店，還是追求時(shí)尚創(chuàng)意的網(wǎng)紅咖啡館、火鍋店內(nèi)容創(chuàng)作需突出品牌的獨(dú)特賣點(diǎn)，讓觀眾一眼就能記住。通過(guò)展示美食、環(huán)境、服務(wù)和情感故事等元素，構(gòu)建品牌的整體形象。案例：杭州某火鍋店通過(guò)“神秘湯底+店員花式表演”的短視頻，成功打造獨(dú)特用餐體驗(yàn)，吸引大批美食愛好者。

1. Clarify brand positioning and create unique selling points: catering businesses should first clarify their own brand positioning in Tiktok short video marketing. Whether it is a snack shop that focuses on authentic flavors or a trendy and creative internet celebrity caf é or hotpot restaurant, the content creation should highlight the unique selling points of the brand, so that the audience can remember it at a glance. Build the overall image of the brand by showcasing elements such as cuisine, environment, service, and emotional stories. Case: A hot pot restaurant in Hangzhou successfully created a unique dining experience and attracted a large number of food enthusiasts through a short video of "mysterious soup base+fancy performances by staff".

2.聚焦“色香味”與“誘人場(chǎng)景”在餐飲行業(yè)進(jìn)行抖音短視頻營(yíng)銷推廣的過(guò)程中，視覺效果至關(guān)重要。高清鏡頭和特寫鏡頭能充分展示美食的質(zhì)感、顏色和賣相，讓觀眾感受到食物的誘惑。案例：某網(wǎng)紅奶茶店通過(guò)“肌肉男暴打檸檬茶”的特寫鏡頭，讓飲品更加誘人，成為抖音熱搜內(nèi)容

2. Focusing on "color, fragrance" and "attractive scenes", visual effects are crucial in the process of Tiktok short video marketing promotion in the catering industry. High definition and close-up shots can fully showcase the texture, color, and appearance of food, allowing the audience to feel the temptation of food. Case: An online black milk tea shop made drinks more attractive and became the hot search content of Tiktok through the close-up of "muscle men beating lemon tea"

3.緊跟熱點(diǎn)話題，制造討論性內(nèi)容抖音注重?zé)狳c(diǎn)話題的傳播，餐飲商家可結(jié)合當(dāng)下流行話題、節(jié)慶活動(dòng)等創(chuàng)作短視頻，如推出限量款美食、節(jié)日特供套餐等，引導(dǎo)用戶參與互動(dòng)。設(shè)置話題標(biāo)簽，吸引更多關(guān)注。案例：通過(guò)抖音媒體及KOL發(fā)布成都馬拉松期間現(xiàn)場(chǎng)吃火鍋的視頻，既抓熱點(diǎn)又增用戶參與度。

3. Keep up with hot topics, create discussion content, and focus on the spread of hot topics. Catering businesses can create short videos combining current popular topics, festival activities, etc., such as launching limited food, special holiday packages, etc., to guide users to participate in interaction. Set topic tags to attract more attention. Case: The video of eating hot pot during the Chengdu Marathon was released by Tiktok Media and KOL, which not only focused on hot spots but also increased user participation.

4.講述品牌故事，增強(qiáng)情感黏性除了展示美食，講述品牌背后的故事更能打動(dòng)觀眾。通過(guò)媒體采訪、企業(yè)宣傳片等方式，讓觀眾記住美食的同時(shí)，也記住品牌的個(gè)性化故事。

4. Telling the brand story can enhance emotional stickiness. In addition to showcasing delicious food, telling the story behind the brand can also move the audience. Through media interviews, corporate promotional videos, and other means, the audience can remember not only the delicious food but also the personalized story of the brand.

5.借助抖音媒體/KOL宣傳推廣，提升品牌曝光邀請(qǐng)抖音媒體和KOL助力短視頻營(yíng)銷，拍攝推薦視頻，是提升品牌曝光的有效手段。通過(guò)他們的號(hào)召力，生動(dòng)展現(xiàn)品牌特色，迅速提升知名度。案例：海底撈等餐飲品牌通過(guò)探店達(dá)人合作，實(shí)現(xiàn)品牌曝光和知名度提升。

5. With the help of Tiktok Media/KOL, to promote brand exposure, Tiktok Media and KOL help short video marketing and shoot recommended videos, which is an effective means to enhance brand exposure. Through their appeal, vividly showcase brand characteristics and rapidly increase brand awareness. Case: Haidilao and other catering brands collaborate with influencers to increase brand exposure and visibility.

6.設(shè)置話題挑戰(zhàn)賽，增強(qiáng)用戶互動(dòng)餐飲商家可設(shè)置“吃播挑戰(zhàn)”或“創(chuàng)意飲品挑戰(zhàn)”等活動(dòng)，激發(fā)用戶參與。通過(guò)限時(shí)挑戰(zhàn)、免單獎(jiǎng)勵(lì)等方式，吸引美食達(dá)人和普通用戶挑戰(zhàn)并分享體驗(yàn)，吸引更多人到店打卡。案例：某燒烤店推出“超大分量肉串吃播挑戰(zhàn)”話題挑戰(zhàn)，短時(shí)間內(nèi)吸引無(wú)數(shù)美食達(dá)人參與，視頻播放量迅速破百萬(wàn)。

6. Set up topic challenges to enhance user interaction. Catering businesses can set up activities such as "eating and broadcasting challenges" or "creative beverage challenges" to stimulate user participation. Attract food experts and ordinary users to challenge and share experiences through limited time challenges, free rewards, and other methods, and attract more people to check in at the store. Case: A barbecue restaurant launched the "Super Large Meat Skewer Eating Challenge" topic challenge, which attracted countless food experts to participate in a short period of time, and the video views quickly exceeded one million.