Popular calligraphy cakes, lipstick desserts... it is no longer a new thing for a TikTok video to become popular for a brand. As a caterer, do you also want to try Douyin to borrow the east wind, take advantage of Douyin’s dividends, and make your own store popular?

In this regard, the editor summarized 10 "eye-catching" Douyin content modes.

01

Choose a store name that is creative and has its own communication points

A store on Douyin was very popular. The owner took a different approach and directly named his store "Dian". In order to introduce the store name, the owner set up a suspenseful copy:

I heard that you have a very delicious restaurant that you want to introduce to me. What is it called?

Call a store, what is it called? Yes, it’s called shop, shop, shop, shop!

A store name is the same as a person's name. You need to put a little thought into choosing a store name.

Searching the store names on Douyin, I found that some are literary, some are secondary, some combine elements, and some are aesthetic... The summary is that the name is creative. A crucial point under creativity is that it has characteristics that can be remembered by people. Only in this way can your name be spread widely.

For another example, there is a copy on Douyin that says, "After the name of the store, the boss must be a person with a story." In the video, sensational texts such as "Flowers bloom and fade, people come and go" are posted on the long staircase, paired with the song "The Us Later", and follow the slow movement of the camera. It is full of literary style and received 400,000 likes.

A unique and creative store name will bring its own communication points, so caterers should make full use of this in Douyin marketing.

02

Incorporate interesting forms into dishes to give customers a sense of participation

The special dish format has strong eye-catching ability and naturally has strong spreadability. Interesting forms are embedded into the dishes to give customers a sense of participation and form spontaneous communication.

For example, DIY test-tube milk tea that is very popular on Douyin, and an edible lipstick chocolate. There is also milk tea hot pot, which combines two popular forms of hot pot and milk tea to satisfy customers' curiosity.

Throwing bowl wine is another one that is popular on Douyin. Throwing bowl wine comes from Xi’an’s unique folk culture.

Swanwanjiu not only brought Yongxingfang, but also doubled the number of tourists in Xi'an. This is the power of hot spots.

This novel and interesting food content just caters to the fun-loving mentality of young consumers, so many people are willing to imitate it, so it spreads quickly and attracts traffic.

03

Create a unique restaurant environment

When Ban enters a restaurant, the environment can give people the most direct feeling. Restaurateurs can create a distinctive restaurant environment through unique themes. Many owners have transformed their restaurants into dormitories, classrooms, etc., creating a nostalgic internet celebrity style.

A boss on Douyin made a surprise move and opened a restaurant on the Ferris wheel, perfectly combining afternoon tea with the romantic petty bourgeois environment of the Ferris wheel, creating a hot spot for communication.

04

Attract consumers with new ways of eating

A new thing always attracts curious people and makes people unable to help but try it. Therefore, restaurant owners can innovate some distinctive and new ways of eating to attract consumers.

Haidilao is a success story. After someone uploaded a new way to eat Haidilao tomato beef rice and it became popular, more and more ways to eat Haidilao were developed. Many young people go to the store specifically to order "Douyin set meal".

New ways to eat various foods on Douyin are constantly being developed, such as new ways to eat crayfish, new ways to eat KFC, new ways to eat hamburgers, etc.

05

Package the looks and talents of the boss and shop assistants into selling points

If the restaurant owner or clerk has a unique skill, he or she can package this into a big selling point.

For example, Zhang Yinghui, the popular "Chongqing Hot Pot Sister", suddenly became popular on Douyin after a video of her dancing vigorously in a Huishan City hot pot restaurant. The likes rate was extremely high and many customers came here. The hot pot restaurant became popular and she became a restaurant owner.

At the same time, shop assistants can show off their unique skills, talents, and good looks. For example, Xibei employee Zhao Chenguang, whose Douyin account is "Guang Ge", made a Douyin video of himself making noodles, which received more than 600,000 likes.

The restaurant can develop a PK project by assigning employees to take special responsibility: whichever department or person has the most likes and views during the process of maintaining the short video will receive corresponding rewards.

Each lively person can better exert the publicity effect. The method of finding one person to build a brand store is a more popular method on Douyin. The boss who is good at knife skills can show his knife skills, and the boss who is good at cooking can show the skill of turning the pot. In short, the more skills, the more interesting it is.

06

Use sitcoms to perform content

Douyin is a platform suitable for continuous interpretation of content through melodrama. This is due to the nature of short video content, and continuous content is more conducive to developing a valuable personality brand.

Plot reversal is a common shooting technique on Douyin. Reversal is to graft together two stories in opposite states. For example, sitting across from each other and having dinner together, the affectionate, talented and beautiful person turns out to be someone else's girlfriend. For example, a super invincible luxury set meal with countless ingredients is served to others in the end. For example, I ordered a lot of signature dishes that were not available in the restaurant, but in the end I only ordered the simplest vegetable and radish soup.

07

Use food scenes that break conventional perceptions

Big food scenes can break people's usual perceptions and create a hot spot for communication.

For example, the 1-meter lobster banquet and Lishuji Healthy Hot Pot received millions of likes through sharing of the grand scenes created and became a hit. Xiaoyu's home-cooked food is cooked in the largest pot on the Internet, and the family version of the food scene gives people a shocking viewing experience.

08

Share secret recipes to satisfy netizens’ curiosity

Sharing secret recipes is not only practical but also satisfies the curious psychological needs of netizens.

The most common one is food teaching, where you make a dish or demonstrate a food tip, so that the viewers feel rewarded and can discover knowledge points, which attracts more attention and viewing.

09

Create scarcity and create unique selling points from price, service, etc.

The silliest restaurant, the most popular Japanese food shop, the cheapest sugar water, the richest pancakes...create unique selling points by creating scarcity.

The main content in this aspect can be focused on price, service, and sentiment. For example, the most positive boss in Shenzhen focuses on charity, the most down-to-earth boss in Chengdu - Grandpa Danbao Cake next door in Taikoo Li focuses on sentiments, the "silliest" restaurant - Yuhuaqi Vegetarian Free Restaurant, etc.

10

Use the entertainment aspect of the challenge to attract attention

Challenges have strong entertainment attributes, such as the popular 10-second free-for-all challenge on the Internet, and the long jump free-for-all event. The cost is very low, the spread speed is fast, the conversion is high, and it is extremely attractive.

There are also the Big Eater Challenge that is common on Douyin, Banu’s challenge game on the correct posture for eating hairy belly, etc.

Conclusion

Douyin Live Training Class If a catering brand wants to become an "Internet celebrity" in the minds of diners, it must show its advantages. With the above 10 content models, catering owners can combine their own characteristics to explore the Internet celebrity communication attributes that suit them.

Douyin is a huge "traffic pool", why don't caterers take advantage of it?