If your brand’s target audience includes anyone between the ages of 13–60, you should be on TikTok right now.
This latest project with Denny’s is among a growing trend of large food brands teaming with TikTok stars in an effort to use social media to make more money. Denny’s is well-known for its breakfast offerings like the Original Grand Slam and hearty burgers, but it’s not the kind of place you imagine airy 20-something social media influencers would gather at for a hangout.“menu hacks” about existing products that social-media influencers used in creative ways.
It's not content from the brands themselves that appear to be swaying users. The 701 TikTok-ers surveyed by MGH said their restaurant behavior is most heavily influenced by users they know personally, while videos from food bloggers and influencers ranked second.This is why brand collaborations are so creator-focused.
Can it be a bit weird seeing your favorite TikTok creator being leveraged as advertising to get you to eat out and spend money? Yes. Will it ever stop? Absolutely not. More than 65 million Americans actively use TikTok every month, so expect to see more TikTok-inspired menus at your favorite local spots.
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