随着短视频营销的蓬勃发展，餐饮商家迎来了前所未有的营销机遇。通过抖音平台，美食与创意的完美结合，只需短短几秒钟的展示，就能让人垂涎欲滴。无论是小吃摊位还是高档餐厅，都能借助抖音迅速吸引关注，不仅限于本地用户，更能吸引外地游客前来打卡消费。抖音为餐饮商家开辟了一个广阔的市场空间，潜在客户群体庞大。

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.

餐饮商家抖音短视频营销推广实战策略

Practical strategies for Tiktok short video marketing promotion of catering merchants

1.明确品牌定位，打造独特卖点：餐饮商家在抖音短视频营销中，首先要明确自身的品牌定位。是主打地道风味的小吃店，还是追求时尚创意的网红咖啡馆、火锅店内容创作需突出品牌的独特卖点，让观众一眼就能记住。通过展示美食、环境、服务和情感故事等元素，构建品牌的整体形象。案例：杭州某火锅店通过“神秘汤底+店员花式表演”的短视频，成功打造独特用餐体验，吸引大批美食爱好者。

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”与“诱人场景”在餐饮行业进行抖音短视频营销推广的过程中，视觉效果至关重要。高清镜头和特写镜头能充分展示美食的质感、颜色和卖相，让观众感受到食物的诱惑。案例：某网红奶茶店通过“肌肉男暴打柠檬茶”的特写镜头，让饮品更加诱人，成为抖音热搜内容

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.紧跟热点话题，制造讨论性内容抖音注重热点话题的传播，餐饮商家可结合当下流行话题、节庆活动等创作短视频，如推出限量款美食、节日特供套餐等，引导用户参与互动。设置话题标签，吸引更多关注。案例：通过抖音媒体及KOL发布成都马拉松期间现场吃火锅的视频，既抓热点又增用户参与度。

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.讲述品牌故事，增强情感黏性除了展示美食，讲述品牌背后的故事更能打动观众。通过媒体采访、企业宣传片等方式，让观众记住美食的同时，也记住品牌的个性化故事。

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.借助抖音媒体/KOL宣传推广，提升品牌曝光邀请抖音媒体和KOL助力短视频营销，拍摄推荐视频，是提升品牌曝光的有效手段。通过他们的号召力，生动展现品牌特色，迅速提升知名度。案例：海底捞等餐饮品牌通过探店达人合作，实现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.设置话题挑战赛，增强用户互动餐饮商家可设置“吃播挑战”或“创意饮品挑战”等活动，激发用户参与。通过限时挑战、免单奖励等方式，吸引美食达人和普通用户挑战并分享体验，吸引更多人到店打卡。案例：某烧烤店推出“超大分量肉串吃播挑战”话题挑战，短时间内吸引无数美食达人参与，视频播放量迅速破百万。

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.