More than half of millennial TikTok users, 53%, have visited or ordered food from a restaurant after viewing the dining location on TikTok.
When it comes to all TikTok users 38%, about 51.8 million diners, have visited or ordered food from a restaurant after seeing a video.
Those are top findings from a national survey released by MGH, a marketing communications agency. The social media platform has 136 million U.S. users and 1 billion worldwide.
The survey also revealed TikTok videos are prompting users to travel longer distances for a dining experience and swaying them to spend more money than they usually would, according to a press release on the findings.
Of the TikTok users polled, 30% have traveled longer than they normally do to visit a restaurant after seeing it on TikTok, and 28% have visited a restaurant that was slightly more expensive than the ones they usually visit after seeing it on TikTok.
“What this survey shows is that this once-dismissed social network, TikTok, has completely changed the way people behave, where they spend their time, and more importantly, how they spend their money,” Ryan Goff, EVP, social media marketing director at MGH, said in the release. “TikTok truly is a restaurant marketer’s dream-come-true. There aren’t many other tools we have left in our marketing toolbox that can drive the sort of impact promised by TikTok through this survey.”
The survey results also indicated reasons why TikTok users chose to visit a restaurant after seeing it on the platform:
- 72% said it was appetizing-looking food.
- 45% said it was a unique menu item.
- 42% said it looked like a fun place to go with friends or family.
- 38% said it showed a cool way of serving the food or drink.
- 37% said it showed a cool atmosphere.
- 30% said it had a great view.
- The national survey polled 1,139 U.S. TikTok users from July 16 to the 18 this year.
