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Why Franchisors Should Embrace the TikTok Trend?
Maria Misyurina
Franchising Guru Co-founder; Guru of franchise law, contract negotiations, franchise relations & expansion.
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One platform that has taken the world by storm and is proving to be vital for franchisor businesses is TikTok.
In the ever-evolving landscape of digital marketing, staying ahead of the curve is essential for any franchisor looking to thrive in today’s competitive business world. One platform that has taken the world by storm and is proving to be vital for franchisor businesses is TikTok. This short-form video-sharing app has garnered millions of users worldwide and has become a powerful tool for brand exposure, engagement, and growth. In this blog post, we will explore why using TikTok is vital for a franchisor business.
Reasons for TikTok's importance
Widespread Reach and User Base.
TikTok has experienced explosive growth in recent years, with over 2 billion downloads worldwide as of my last knowledge update in September 2021. This vast user base spans across various age groups and demographics, making it a platform that can cater to a wide array of target audiences. Franchisors can tap into this extensive reach to showcase their brand and products to potential customers.
Engaging Content Opportunities
TikTok’s unique format revolves around short, engaging videos, typically ranging from 15 seconds to one minute in length. This format encourages creativity and allows franchisors to craft visually appealing content that can go viral. Whether it’s showcasing new menu items, demonstrating product usage, or sharing behind-the-scenes glimpses of franchise operations, TikTok provides a platform for businesses to create content that resonates with their audience.
Authenticity and Relatability
One of TikTok’s defining features is its authenticity. Users are drawn to real, unfiltered content that feels genuine. Franchisors can leverage this by sharing authentic stories, customer testimonials, and employee spotlights. These personal touches can help humanize the brand, making it more relatable to the audience and fostering a sense of trust and connection.
Trend Integration
TikTok is known for its viral challenges and trends. Franchisors can jump on these trends to increase their brand’s visibility and relevance. By participating in popular challenges or creating content that aligns with trending topics, franchisors can position themselves as up-to-date and in touch with current consumer interests.
Geotargeting and Local Promotion
TikTok offers geotargeting options, allowing franchisors to promote their business to users in specific geographical areas. This is especially beneficial for franchises with multiple locations, as they can tailor their content to each location’s unique audience and promotions.
Enhanced Engagement Metrics
TikTok provides valuable engagement metrics that help franchisors assess the effectiveness of their marketing efforts. With tools like analytics, franchisors can track views, likes, comments, and shares, gaining insights into what resonates with their audience. This data-driven approach enables businesses to refine their content strategy and optimize their marketing campaigns.
Influencer Collaborations
Influencer marketing is a powerful strategy on TikTok. Franchisors can collaborate with TikTok influencers who align with their brand values and target audience. Influencers can help promote products, create buzz around new launches, and introduce the brand to a broader audience.
Cost-Effective Advertising
TikTok offers various advertising options, including sponsored content and in-feed ads. These ad formats are cost-effective, allowing franchisors to reach a large audience without breaking the bank. With the right targeting and creative content, TikTok ads can deliver a high return on investment.
Real-world examples
McDonald’s, a global fast-food franchisor, used TikTok to launch its popular “Travis Scott Meal” campaign. The short, fun videos featuring Travis Scott himself and the meal’s unique appeal went viral, driving foot traffic to McDonald’s locations.
Dunkin’ Donuts leveraged TikTok to promote its products through user-generated content. They encouraged customers to create videos featuring their favorite Dunkin’ items, such as the “charli” cold brew, named after TikTok influencer Charli D’Amelio. This user-generated content not only increased brand engagement but also showcased their products in a relatable way.
Chipotle used TikTok to launch the #GuacDance challenge, encouraging users to show off their dance moves for a chance to win free guacamole. This campaign not only increased brand awareness but also drove traffic to their restaurants.
Conclusion
TikTok’s widespread reach, engaging content opportunities, authenticity, trend integration, geotargeting, enhanced engagement metrics, influencer collaborations, and cost-effective advertising make it a vital platform for franchisor businesses. By harnessing the power of TikTok, franchisors can connect with their target audience, increase brand awareness, and drive growth in an ever-changing digital landscape. Embracing this platform is not just an option; it’s a necessity for staying competitive in today’s market. So, if you’re a franchisor looking to elevate your brand, it’s time to jump on the TikTok bandwagon and start creating captivating content that captures the hearts of your audience.
