How food brands can win on TikTok; Experts share tips on how food and restaurant brands can succeed on the app

"On TikTok, some of the ads that have the best engagement are our own team members holding a doughnut and looking silly." Because TikTok's users are the stars of the platform, and expect to be entertained, brands essentially need to work for them, marketers say. [...]we've been able to engage with niche communities in a deeper, more impactful way." According to Weidner, TikTok's relatively smaller user base vs. other social platforms can enable posts to go viral without paid media. According to Tagger research on major consumer packaged goods brands, the engagement rate (interactions like "likes," comments and sharing) for TikTok scored 2.38% vs. 0.07% on all other social platforms.