Tik Tok account promotion strategy for restaurant franchise!

We live in the colorful 21st century. With the continuous improvement of social production levels and the continuous development of network science and technology, people's pursuit of quality of life and rich spiritual requirements are getting higher and higher. Since ancient times, clothing, food, housing and behavior have been the foundation of life. In recent years, with the influx of new promotion methods such as information flow promotion and short video promotion into the market, more and more industry advertisers choose to acquire customers through this new and efficient promotion method, and these methods have also become the backbone of current product promotion.

1. Analysis of the catering franchise industry

Firstly, in terms of nature, China's catering franchise industry is different from other traditional commercial and service industries. It also has functions such as production and processing, product services, etc.; secondly, it has the attributes of both traditional commercial and service industries. In the past three decades, China's catering franchise industry has developed rapidly. Taking Sichuan cuisine franchise as an example, the business form, food characteristics, and franchise methods are different, but problems also follow. The rapid growth of the industry's franchise speed has led to a sharp increase in industry competition pressure, which has led to business becoming more and more difficult. Countless stores have been opened and closed. The uneven frequency of industry updates and changes seems to have become the norm in the catering franchise industry. Nowadays, people are constantly updating their business methods, seeking efficient improvement methods, continuously expanding high-potential mass markets, and improving various hardware supporting facilities to attract more traffic and people.

Therefore, in today's era of rapid development of network information, various promotional forms such as short video public accounts have naturally become one of the important channels for businesses to acquire customers. Taking the Douyin APP as an example, as of 2021, it has been developed for more than five years. According to Douyin's official data statistics, its average daily active users have now exceeded 600 million, with a peak of about 700 million, and daily video searches exceed 400 million. In this huge pool, in the modern society where short video promotion is extremely popular among people, the space for the development of the Douyin platform will become wider and wider. So, with Douyin's daily active users reaching 600 million, what kind of effect will it have if industry advertisers seize the opportunity and make use of its promotion channels?

So, how can you make your Douyin account take root on the platform? Today we will take Sichuan hot pot as an example and discuss it with you in combination with the current popular Douyin video account. The following is a distribution chart of the restaurant industry’s turnover and main consumer groups over the past five years, for reference only.

2. Advantages of choosing a Douyin account

First, according to official statistics from Douyin, its average daily active users have now exceeded 600 million, with a peak of approximately 700 million, and daily video searches exceeding 400 million. This shows that the current traffic on the Douyin platform is very considerable, and the number of potential customers is relatively ideal.

Second, in fact, the Tik Tok videos you watch on your mobile phone can only provide you with a small part of the short video information within the limited algorithm, in addition to the latest popular videos and fan growth lists that you see every day. However, information flow promotion and video promotion can also help you to intuitively and in real time understand the latest hot trends in the industry where your account is located. The background also has very detailed statistics, calculations, costs, etc., and the operation status is clear at a glance.

Third, more and more companies are making profits through short video live streaming. The franchise industry has seized this opportunity and used brand influence to expand its publicity efforts, which has achieved very good results. Major live streaming anchors, entertainment anchors, local image ambassadors, etc. have gradually entered people's lives. This shows that the live streaming industry relies on short video platforms, and the effect is obvious.

3. Douyin practical operation experience

1. Cater to users

When uploading advertisements on Douyin, if you want to cause more dissemination in the early stage, you must first cater to the tastes of potential users and tap into potential users. The form and content of video ads should be novel and bold, and you can imitate real-time hot videos. In addition, the setting of the delivery time period is also an aspect that cannot be underestimated. Different time periods can be set according to the nature of the promoted products. For example, the business hours of each merchant are different. Some are open late, around one or two in the morning. In addition to the normal time period delivery plan, you can also add separate settings for each time period to increase the exposure of the advertisement. Finally, the video content must be in line with the public's interests and aesthetics. If it is too complicated or too simple, the delivery effect will not be very ideal.

2. Creative material

The preparation of material videos must be sufficient and appropriate, and must be consistent with the promotional content. Good creativity must be consistent with the characteristics of the product itself, the form of content presentation, and the characteristics of the platform. Based on the display effects in different time periods, the video creativity should be continuously optimized from multiple perspectives to facilitate better promotion plans.

For example, the following popular hot pot restaurant adopts the form of video diary. The video content shows the hot pot restaurant's business characteristics, ingredients, production process, etc. from multiple angles, allowing the public to resonate and interact. In addition, it will use birthday free meals, holiday activities, etc. as attractions to gain exposure.

3. Account positioning

How to position the corporate Douyin account in the early stage? Here are three common forms:

The first type is original video, where the theme, content and form of expression are all original, and it still emphasizes the richness of the content and the novelty of the video content, grasps the characteristics of attracting customers, has its own unique characteristics, and is self-contained. This method is more effective, more creative, and easier to attract customers' attention.

The second method is to imitate similar popular videos, refer to the content of similar popular videos to produce similar content, or refer to their style, scenes, etc. This method has a relatively stable effect, the video has less creativity, and attracts more users of similar videos.

The third method is to copy similar popular videos. As the name suggests, it is to copy the popular similar videos directly to your own account. The creative content, script, scene, form, etc. are all imitated from the original video. This method is very risky because the Douyin platform has very strict audits in all aspects. This type of video can easily fail to pass. We do not recommend this method.

The following account content uses the form of a daily diary as a marketing strategy, adopting the first positioning method of original video. It has a clear theme, rich content, and a unique form of expression. It captures the characteristics of attracting customers. The daily TV series presentation is unique and increases customer stickiness. Therefore, this method is more creative, easier to attract customers' attention, and the final effect will be better.

4. Crowd portrait and positioning

Taking hot pot restaurants as an example, crowd profiling and targeting can be set as basic targeting and behavioral interest targeting.

Basic Orientation:

Region: province, city, business district, store surrounding area, distance, etc.

User basic information: age, gender, education, occupation, income, etc. This type of restaurant is suitable for men, women, young and old, of all ages and occupations. It has a relatively wide customer base and requires low targeted restrictions, which is conducive to account exposure.

Behavioral interest targeting:

When it comes to catering and gourmet food, the most direct reference is hotpot lovers; in addition, restaurants, food suppliers, etc. can also be used as references.

5. Product Evaluation

Product promotion plans and creative ideas all require advance product evaluation, which generally includes product nature, product features, bidding methods, customer profile, etc. It is very important to judge the approximate initial launch effect of the account based on the evaluation results.

6. Develop a promotion plan

Develop a complete promotion plan, including the name of the planned promotion, the promotion unit, the selection of keywords, the content of the creative video, the promotion time period, key groups, key directions or key areas, etc. The requirements for video creativity are high, which requires the creativity to be unique, grasp the points that attract customers, and then expand them in order to obtain higher exposure. On the contrary, if the creative content is not good, the style is stereotyped, and there is no eye-catching content at all, then there will naturally not be much exposure, so the number of matching customers will also be reduced, not only losing costs but also poor delivery effect. Therefore, creative content is very important, and the quality of creative content determines the quality of the results.

For hot pot restaurants, the keywords should be limited to the hot pot category as much as possible, and fewer broad words such as catering and food should be added. This can minimize conversion costs and increase conversion rates. In terms of promotion time, hotpot restaurants generally have more diners at night, so you can add a portion of ads and set the promotion time period separately from 18:00 to 22:00. Seasonal factors do not have a big impact, but winter is relatively more popular. Advertisers promoting in winter can increase their budget and cost and increase exposure to obtain conversions. The creativity of the video should be novel enough. For example, the Internet-famous hotpot restaurant adopts the diary format to attract customers. It presents daily interesting things or activities in the store in the video content. While promoting the store, it also has a certain degree of fun, and this fun is enough to attract the attention of customers.

7. Release and promote

After all the content is completed, it will be released according to the determined promotion plan and content. During the account operation process, professional optimizers will perform real-time optimization of the account, conversion direction and conversion focus. Real-time monitoring of cost budget, etc. is flexible, convenient and highly controllable.

8. Feedback on delivery results

During the account operation process, the advertising effect can be fed back to industry advertisers at any time. Daily, weekly, monthly and quarterly reports can be selected. Industry advertisers can have an intuitive and detailed judgment on the advertising effect of their products based on the feedback content. If they are not satisfied with some data or have opinions, they can make real-time modifications, modify variables, and re-analyze the account advertising strategy from the standpoint of the advertiser. This is also one of the important reasons why many advertisers choose this promotion method until the effect is optimized .

IV. Conclusion

The continuous improvement of social production levels, network science and technology, and modern information industries has brought great convenience to the catering franchise industry. Therefore, industry advertisers should make industry plans in advance, analyze the industry's potential population portraits, industry background, industry status and industry pain points, make good use of current promotion and delivery strategies, accurately and effectively match more potential customers, and maximize the benefits of the industry.