Bayfield Hotel Group’s Dee Why Hotel in Sydney has taken a new marketing approach by diversifying its social media to include TikTok.
The hotel is now experimenting with TikTok content thanks to the guidance of Senior Account Manager Tash Chapman, from Papaya Agency.
Chapman believes that the platform can offer a boost for pubs as it is uniquely positioned to foster strong connections between pubs and audiences.
The challenge in making content for TikTok is finding a relatable, funny yet authentic niche that expresses the feel of the venue – focussing solely on food and drink content just doesn’t cut it.
Chapman has offered six tips on getting those TikTok videos to hit the mark.
- Original content that is high quality without being too polished tops her list. Engaging content is a must. Paradoxically, planning is essential in finding the raw unscripted moments to share.
- Pubs need to show their audience who they are. This, Chapman says, can be achieved through featuring staff – whether it’s a chef preparing their favourite dish or some banter between staff and their favourite patrons. Focus can be placed on the larger-than-life characters.
- Be aware of TikTok trends but recreate these with a twist that shows the venue’s personality. This keeps the posts on-brand while remaining relatable.
- Humour is a must. Funny videos are more likely to be shared, extending your reach.
- Audience engagement is another must. Engagement includes responding to comments, ensuring the audience feels seen. In turn, she says, this builds connection, encouraging customers to remember your venue and choose it the next time they go out.
- Finally, keep an eye on the stats – look for what works and what doesn’t, and change course accordingly.
The advantage of TikTok over other platforms is the ability to foster loyalty through building relationships with customers (and vitally, potential customers) organically.
In just a few posts, Dee Why Hotel has already gained many views, likes and shares, with one video reaching almost 20,000 views.
With a little investment, incredible results like this can be achieved, making TikTok an effective addition to a pub’s marketing strategy.
