How This Restaurant Found Success in a Pandemic Thanks to TikTok Struggling Small Businesses Conquer Covid-19 Thanks To Digital Marketing Strategies

author image Written by: Wade Morris           Categories - In The News

There’s no denying that the COVID-19 pandemic has made it hard for small businesses to thrive. The restaurant industry in particular has struggled. In fact, more than 16,000 American restaurants closed down for good between March and July 2020.

Some restaurants fortunate enough to survive found that one factor gave them a huge boost: social media. Perhaps the story of one food joint in Waterloo, ON, is a perfect example.

Mario Gonsalves told the Cambridge Times that he was getting ready to open his restaurant, called The Local Option, in early 2020. The restaurant would act as a healthy alternative to traditional fast food, with a ‘grab-and-go’ approach.

The start of the pandemic made an impact on his business plans, though. Fortunately for Gonsalves, the restaurant eventually opened in October.

Gonsalves knew he would need to be savvy and strategic to stay afloat in such a challenging time for the food service industry. He turned to social media.

“Guests are on their phone and computer and on three or four major social media outlets and you can reach them through there. Being more active on social media and having fun with that […] has been helpful,” he told the Cambridge Times.

Using apps like TikTok to promote his restaurant, Gonsalves found surprising success.

“We saw decent numbers, and sales were climbing,” he said. “Covering our niche into the market was nice and we had a good time with that.”

Hopefully, more local businesses will learn the power of digital marketing techniques like local SEO and social media sharing.

Wade Morris

Wade brings an energetic approach to writing – he is always on the hunt for stories and angles that matter. With years of experience in journalism and marketing environments, Wade has written about everything from politics to education. Now, he writes about SEO and digital marketing trends.

TikTok Launches Branded Mission


Let’s face it – TikTok is the place to be. With more than 1 billion monthly active users worldwide and the highest download numbers this year, this platform has surpassed both Instagram and Facebook.

Creators on the platform are slowly redefining culture and entertainment as we know it and every brand wants a piece of that magic of collaborating with influencers. Collabs between creators and brands aren’t a new concept. It has been around for some time now and it works pretty well. Now, it could work even better, with TikToks Branded Mission.

Read More: Five Benefits Of Influencer Marketing

With Branded Mission, creators can engage with brands directly and create (and monetize!) their content for particular marketing campaigns. Now, they can collaborate with or without an advertising agency of record. This means that digital marketers have a new way of reaching the target audience sweet spot, Gen Z and Millennials. A more direct way, let’s say.

Photo Source: https://newsroom.tiktok.com/

The Power Of Collaboration

With Branded Mission, brands can invite creators to take part in a campaign – as long as their content resonates with both their brand and their audiences on TikTok. That way, the brands can be closer to the communities on the platform and help creators contribute to a campaign with the power to boost the top-performing content that goes great with their brand.

By using this Branded Mission, advertisers can:

  • Engage the community to participate in branded campaigns.
  • Let creators tell the most relatable brand story in an authentic way.
  • Discover a diverse ecosystem of creators who are the main drivers of culture on TikTok.

Branded Mission allows the creators to get selected by digital marketers and create branded content. As long as they are at least 18 years old and have more than 1000 followers, creators can partake in Branded Mission. That should also increase their chances of making money on TikTok.

On each Branded Mission page, creators will see the potential earning opportunity before choosing to participate. – stands in the statement.

Also, creators whose videos do get selected by the brand will have boosted traffic. Combined with TikTok Pulse, the platform’s ad revenue share program, creators’ chances to succeed as full-time content creators are as high as possible.

Read More: What Is TikTok Pulse

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TikTok Announces New Program For Ads


TikTok’s growth over the past two years is and will be hard to compete with. But, even though it is one of the most popular social media platforms it has been a bit criticized over the lack of earning possibilities with its Creator Fund.

Seems like TikTok heard the cries for help and decided to do something about it. Not only because they’re nice, but also because its main competitors, YouTube and Facebook, are putting great effort into short-form videos.

TikTok has announced its new ‘TikTok Pulse’ program which should let advertisers place their ads next to the most popular content on the app’s For You Page. This will also help creators earn some cash since they can use the revenue-share pathway with the marketer, instead of organizing separate brand deals on their own.

Marketers today are looking for the opportunities to be on the pulse of relevant cultural moments. TikTok Pulse places brands at the heart of TikTok communities and alongside the trending content that is driving conversation and action. – said TikTok in the announcement.



Source: newsroom.tiktok.com
Read More: TikTok Launches Branded Mission

How Does TikTok Pulse Work?

Through TikTok Pulse, brands can place their ads next to TikToks in the top 4 percent of top performers. Since performance benchmarks are based on views and engagement, an ad will be seen by the most people possible, on any given day, ensuring that the specific brand got the exposure they wanted.

As an advertiser on Pulse, you can choose from 12 categories in which your ad can appear. That lets you place your brand next to the most culturally relevant content in categories such as ‘beauty’, ‘fashion’, ‘gaming’, etc. Also, to ensure safety, the ads will only be able to appear next to verified content.

The program will be available to creators with at least 100k followers – this way they can increase their revenue just by doing what they love – creating content.

We’re focused on developing monetization solutions in available markets so that creators feel valued and rewarded on TikTok. From the very beginning, we’ve committed to working with our community to bring new features that enrich the TikTok experience, and we look forward to continuing that journey with TikTok Pulse.

Check out the discussion here:

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