How to unlock TikTok’s potential

By Amelie Maurice-Jones

- Last updated on GMT

Delivering success: Inigo Rivero shares insights at the MA Leaders Club, Newcastle
Delivering success: Inigo Rivero shares insights at the MA Leaders Club, Newcastle

Related tags Branding + marketing

House of Marketers managing director, Inigo Rivero, discussed how operators can unleash the potential of TikTok at The MA Leaders conference last week.

The MA Leaders​ Club met in Newcastle, Tyne and Wear, last Thursday (18 May) at Banyan Bar & Kitchen.

Rivero founded his marketing agency three years ago, and his business works in the UK and globally.

He said that TikTok had become a very powerful platform,​ and offered tips on how pubs and bars could make the most out of the platform.

To be successful managing your own TikTok channel, operators should upload consistently, and focus on building educational, entertaining, or inspirational content, he said. Additionally, they should always be trying to switch up the content you put out there.

The most important thing, he added, was to connect with the audience​, rather than just blatantly sell products. Authenticity, and finding relatable content was key.

He cited Ballie Ballerson, a ball pit cocktail bar in London, as a success story, but said that sometimes its content was too salesy, and that didn’t perform well in terms of exposure.

Success stories

The Alchemist was another brand successfully using the platform. It focused on making content with staff members, and there was lots of diversity in its content. It “really speaks the TikTok language,” said Rivero, which was a way to connect with Gen Z and Millennial audiences.

To start a channel, the managing director advised to engage staff members willing to get involved, and then to partner with a TikTok expert.

Content ideas could include showcasing new menu launches, taking audiences behind the scenes, latching onto popular TikTok trends, cocktail masterclasses and TikTok lives.

Find what works

Success could be measured through exposure (followers), views, impressions, and engagement rate.

Working with influencers could also be an advantage. Bars and pubs could invite influencers to visit, and they would post about the site on their channel, creating exposure for little money.

“You can find what works for you and be successful about it,” Rivero added.

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