Shine in the world of food on TikTok in 2024

TikTok and the food industry: a dynamic duo in 2024

In 2024, TikTok, known for its short video formats, is becoming the scene par excellence for culinary creativity, where gastronomy meets creativity, thus redefining the way we understand and communicate around food. A symbol of innovation and artistic expression, the network offers food businesses an ideal canvas for painting their gastronomic stories. With over 80 billion uses of the #FoodTok hashtag, the platform is influencing food choices and practices globally. Food brands find a suitable space to express their creativity, transforming each dish into a work of art that captivates an international audience. From viral recipes to innovative marketing strategies, TikTok is redefining the art of gastronomy and food marketing.

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Deciphering the TikTok algorithm

Mastering the TikTok Algorithm: Key to Food Visibility

In 2024, The TikTok algorithm is becoming the playground for food brands, where understanding and mastering its subtleties is crucial to captivate a gourmet and connected audience. This system, combining machine learning and behavioral analysis, highlights the most engaging videos.

It's not magic, but almost: the algorithm analyzes every interaction finely - from watching an entire video to passionate “likes.” To make an impression and taste buds, it is therefore essential to publish appetizing content, aligned with an effective content strategy combining culinary creativity and digital strategy.

The aim is to create videos that not only capture attention but also encourage TikTok users to interact, maximizing their presence on the coveted #PourToi page.

Creating engaging content

Cooking on stage: secrets for mouth-watering TikTok videos

In the dynamic world of TikTok in 2024, captivating a gourmet audience requires ingenuity and authenticity. Creating engaging food content is crucial for food brands looking to shine on this platform.

Filming recipes: It is the gateway to fame. Recipes are a mainstay of content on TikTok. The key is to present dishes that combine simplicity and originality. For example, feta pasta has sparked a viral craze, even causing stores around the world to run out of stock. These recipes are becoming culinary trends that are influencing eating habits on a large scale. The presentation should be engaging and easy to follow, encouraging users to replicate the dishes.

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Suggest challenges: Encouraging action through culinary challenges, such as creating innovative dishes or the unique interpretation of popular recipes, is a great way to increase visibility. These challenges stimulate the creativity of users, promote sharing and dialogue within the community, strengthen engagement and can turn into real viral trends. When users meet these challenges, they increase brand visibility and create a dynamic for collective participation.

Behind the scenes: Offering a behind the scenes look at your cooking or creative process adds a personal touch to your content. This allows you to build a more intimate and transparent relationship with your audience and humanizes your brand. These captured moments, whether they are successes or small failures, add an authentic and relatable dimension to your content. This transparency creates a bond of trust and reinforces the loyalty of subscribers, who feel they are an integral part of your culinary adventure.

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Collaborations with strategic influencers

Gourmet alliances: partnering with TikTok influencers

In the culinary world of TikTok in 2024, partnering with influencers is a tasty TikTok strategy for brands in the “food industry”. Here are 5 reasons why it works so well:

• Amplified radiation : Food influencers often have a dedicated audience interested in gastronomy. Their promotion of your products or services gives your brand unprecedented visibility can attract massive attention.
  

• Credibility and Trust : Influencers, as true culinary gurus, are perceived as fine connoisseurs of gastronomy, and enjoy great trust from their subscribers. Their endorsement adds a stamp of authenticity to your products, influencing purchasing decisions.
  

• Creative and Targeted Content : These collaborations give birth to innovative and captivating content, perfectly in line with the expectations of foodies on TikTok. Influencers know how to create videos that resonate with their audience's interests, capture attention, and get people talking about your brand.
  

• Authentic interactions : Collaborations with food influencers boost opportunities for authentic and engaging interactions. Their followers are more likely to react, comment, and share content associated with your brand, creating even stronger engagement.
  

• At the forefront of trends : Aligning with influencers keeps you at the heart of current culinary trends. They help you stay relevant and captivate TikTok audiences who are always eager for something new.

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In the TikTok culinary arena in 2024, alliances with food influencers are essential for brands. Here are five French influencers to follow for inspiration:

• Diego Alary - With 3.4 million subscribers, he shares his passion for cooking through innovative and engaging recipes.
  

• Juan Arbelaez - With 150.1 thousand subscribers, he is known for his unique style and culinary creations.

• FitClaire - She captivates 1.5 million subscribers with her healthy and gourmet recipe ideas.
  

• Chef Papdo - With 116.6K subscribers, it offers a mix of techniques and flavors.
  

• Math and Mamie - This duo, appreciated by 2 million subscribers, combines tradition and innovation.

These influential figures on TikTok are role models for brands looking to strengthen their presence and interact with an audience that is passionate about food.

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Editorial planning

Food calendar: capture the highlights on TikTok

Adopting an editorial calendar in the food industry on TikTok is essential to align your content with key moments of the year, maximizing engagement and relevance. This makes it possible to plan ahead and create content that is in line with consumer expectations during special events. Here are some key dates and content ideas:

1. Candlemas (February 2) : Beyond classic recipes, offer international variants, topping tips, or pancake flipping challenges. It is an opportunity to show the diversity of your offer and to engage the public in fun activities.

2. Valentine's Day (February 14) : Highlight romantic recipes, ideas for romantic dinners, special desserts or romantic cocktails. Share stories of couples who met or had a memorable date at your establishment for example.

3. World Hamburger Day (May 28) : Start a burger creation competition with unexpected ingredients. Encourage customers to vote for their favorite creation, increasing interaction and brand loyalty.

4. Halloween (October 31) : Create Halloween-themed food and drink tutorials. Organize a costume contest where participants have to present their favorite food or drink from your brand.

5. Christmas (December 25) : Offer an advent calendar with daily deals, special recipes, Christmas baking tutorials, or stories behind some traditional dishes. Share the Christmas spirit by presenting your team preparing Christmas feasts.

By joining the millions of active users on social networks, TikTok makes it possible to target effectively during key events. These moments are an opportunity to show your creativity, strengthen your brand, and create an engaged community around your products or services.

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Innovative marketing on TikTok

Star Marketing Strategies on TikTok

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To be successful marketing on TikTok in 2024, it's critical for food brands to innovate and embrace current trends. Successful marketing campaigns on TikTok often incorporate interactive elements like TikTok LIVE, a major asset that allows brands to connect with their audience in real time. These LIVE sessions can be used to launch new products, offer live cooking demonstrations, or even organize Q&A sessions with chefs or teams. Direct engagement with the audience reinforces the brand's presence and creates a memorable experience while promoting products in an original and impactful way. With TikTok for Business, brands can also launch innovative advertising campaigns, taking advantage of TikTok's unique features like in-feed ads.

In 2024, on TikTok, some brands in the food industry stand out in particular:

• ChefClub : With 3.7 million TikTok subscribers, this account inspires with its daily recipes and challenges, adapting to current trends such as the Netflix “Squid Game” series.
  
  
• Chipotle : With 52.9 million “likes”, this American fast-food chain shines with its presence and innovative challenges such as the “Guacdance Challenge” and the “Burrito Challenge”.

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• Gruppomimo : With 3.1 million likes, he shares tasty Italian recipes and behind the scenes of his restaurants, drawing attention to TikTok.

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Conclusion

Why TikTok is essential in food marketing

TikTok in 2024 is proving to be an essential marketing tool in the food industry. This sparkling and innovative platform is becoming a crucial ingredient for food industry brands, allowing them to sprinkle their creativity into each publication. With its unique features like Lives, culinary challenges, and collaborations with influencers, TikTok is the perfect recipe for food businesses and offers exceptional opportunities to captivate and engage their audience.