Short-form video has quickly captured the attention of app users globally with TikTok regularly leading the download charts for iOS and Android app stores. Despite its undisputed potential for entertaining marketing initiatives, could the popular app actually be influencing consumer behaviour?
TikTok impacts interest in dining experiences
According to an MGH survey of 1,139 TikTok users in the US, 53% of millennial users visited or ordered from a restaurant they had seen on TikTok. And while millennials appear to be particularly inspired by the app, 38% of TikTok users across all generations (or 51.8 million) have visited or ordered food from restaurants they previously saw on the app.
