隨著短(duan)視(shi)頻(pin)營(ying)銷的(de)(de)蓬勃(bo)發展，餐(can)飲(yin)商家迎來了(le)前所未有的(de)(de)營(ying)銷機(ji)遇(yu)。通過抖音平臺(tai)，美食與創意(yi)的(de)(de)完美結合，只(zhi)需(xu)短(duan)短(duan)幾秒鐘(zhong)的(de)(de)展示，就(jiu)能讓人垂涎欲滴。無(wu)論(lun)是(shi)小(xiao)吃攤(tan)位(wei)還是(shi)高檔(dang)餐(can)廳(ting)，都能借助抖音迅速吸引(yin)關注，不僅(jin)限于本地用戶，更能吸引(yin)外(wai)地游客前來打卡消費。抖音為餐(can)飲(yin)商家開辟了(le)一個廣闊(kuo)的(de)(de)市場空間，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(yin)商家抖音短視頻營(ying)銷推廣(guang)實戰策略

Practical strategies for Tiktok short video marketing promotion of catering merchants

1.明確品(pin)牌(pai)定(ding)位，打造獨特賣點：餐飲商家(jia)在抖(dou)音短視頻營銷中，首先要(yao)明確自身的(de)品(pin)牌(pai)定(ding)位。是(shi)主打地道風味的(de)小吃店，還是(shi)追求時尚(shang)創意的(de)網紅咖啡(fei)館、火(huo)鍋店內(nei)容創作需突出品(pin)牌(pai)的(de)獨特賣點，讓觀眾一眼(yan)就能記住。通過展(zhan)示美(mei)食、環境、服務(wu)和情(qing)感故事等元素，構(gou)建品(pin)牌(pai)的(de)整體形(xing)象。案例：杭州某火(huo)鍋店通過“神秘湯底+店員花式表演”的(de)短視頻，成功(gong)打造獨特用餐體驗(yan)，吸(xi)引大批美(mei)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(jiao)“色(se)香(xiang)味(wei)”與“誘(you)人場(chang)景”在餐飲行業進行抖(dou)音短視頻(pin)營銷推廣的(de)(de)過(guo)程中(zhong)，視覺效(xiao)果(guo)至關重(zhong)要(yao)。高清鏡(jing)(jing)頭(tou)和特寫鏡(jing)(jing)頭(tou)能充分展(zhan)示(shi)美食的(de)(de)質感、顏(yan)色(se)和賣相(xiang)，讓觀眾感受(shou)到(dao)食物的(de)(de)誘(you)惑。案例：某網紅(hong)奶茶店通(tong)過(guo)“肌肉(rou)男(nan)暴(bao)打檸(ning)檬茶”的(de)(de)特寫鏡(jing)(jing)頭(tou)，讓飲品更加誘(you)人，成為抖(dou)音熱(re)搜內容

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(dian)話題(ti)，制造討論性內容抖音注重熱點(dian)話題(ti)的(de)傳(chuan)播，餐(can)飲商家可結(jie)合當下流行話題(ti)、節慶活動等創作短(duan)視頻，如推(tui)出(chu)限量款美(mei)食(shi)、節日特供(gong)套餐(can)等，引導用(yong)戶(hu)參(can)與互(hu)動。設(she)置話題(ti)標簽，吸引更多關(guan)注。案(an)例：通過抖音媒體及(ji)KOL發布成都馬拉松期間現場(chang)吃火鍋的(de)視頻，既(ji)抓熱點(dian)又增(zeng)用(yong)戶(hu)參(can)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(pai)(pai)故事，增強情感(gan)黏(nian)性除(chu)了展示美(mei)食，講述品牌(pai)(pai)背后的(de)故事更(geng)能打(da)動觀眾。通過(guo)媒體采訪、企業宣傳片等(deng)方(fang)式，讓觀眾記(ji)住美(mei)食的(de)同時(shi)，也(ye)記(ji)住品牌(pai)(pai)的(de)個性化故事。

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(dou)音(yin)媒體/KOL宣傳(chuan)推廣，提升(sheng)品(pin)牌(pai)曝(pu)(pu)光(guang)邀請抖(dou)音(yin)媒體和KOL助力短(duan)視頻營銷(xiao)，拍攝推薦視頻，是提升(sheng)品(pin)牌(pai)曝(pu)(pu)光(guang)的(de)有(you)效手段。通過他們(men)的(de)號召力，生(sheng)動展(zhan)現品(pin)牌(pai)特色，迅速提升(sheng)知名度(du)。案例：海底(di)撈等(deng)餐飲品(pin)牌(pai)通過探店達人(ren)合作，實(shi)現品(pin)牌(pai)曝(pu)(pu)光(guang)和知名度(du)提升(sheng)。

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(she)置話(hua)題(ti)(ti)挑戰(zhan)賽，增強用戶(hu)互動餐飲(yin)商家可設(she)置“吃播(bo)(bo)挑戰(zhan)”或“創(chuang)意飲(yin)品(pin)挑戰(zhan)”等活動，激(ji)發用戶(hu)參與(yu)。通過限時挑戰(zhan)、免單獎勵等方式，吸(xi)(xi)引美(mei)食達人(ren)和普通用戶(hu)挑戰(zhan)并分(fen)享體驗，吸(xi)(xi)引更多人(ren)到店(dian)打(da)卡(ka)。案(an)例：某燒(shao)烤店(dian)推出(chu)“超大分(fen)量(liang)肉串(chuan)吃播(bo)(bo)挑戰(zhan)”話(hua)題(ti)(ti)挑戰(zhan)，短時間(jian)內吸(xi)(xi)引無數美(mei)食達人(ren)參與(yu)，視頻(pin)播(bo)(bo)放量(liang)迅速破百萬。

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.