TikTok is an international social network used for posting short videos. Users of this app can watch videos, produce their own videos and edit them with filters and special effects. As with other social networks, thematic hashtags and ‘internet challenges’ can be used to produce or search for videos.

It is no longer a secret that restaurateurs should actively use social media platforms for their marketing. Many restaurants and chefs have increased their visibility and success with the help of Instagram, Facebook and the like. Remember #SaltBae. The man behind the hashtag, Nusret Gökçe, is a Turkish chef who owns a steakhouse chain with various restaurants in Turkey, the United Arab Emirates, the United States, Saudi Arabia and Greece. His Instagram videos, in which he salts meat, fills skewers with minced meat or gives exclusive insights into his cold store, went viral. His first video has been viewed over 3.8 million times on Instagram since its release in 2017. He now has over 33 million followers, and Manuel Neuer, Tommy Hilfiger and Roger Federer have all eaten at his restaurant. Another example is chef Burak Özdemir. He entertains his 21 million Instagram followers with his unusual cooking style, while always smiling friendly and directly into the camera as he prepares his dishes.

Both restaurateurs knew how to use the social media platform Instagram early on, which also contributed to their enormous success. Now, the algorithm poses a challenge for beginners. It’s easy to get lost in the flood of content. Gaining new followers is not easy and it takes several months, if not years, to become ‘visible’ and gain organic reach. And this is exactly where TikTok comes in.