Perk Up Your TikTok Game: A Coffee Shop's Guide to TikTok Marketing

May 23, 2023·Nataliia· 10 min read All posts

TikTok has become a staple in the social media landscape, with over 1 billion active users. If you're a coffee shop owner looking to boost sales and attract new customers, it's time to perk up your TikTok game. According to a recent survey, 71% of TikTok users are more likely to purchase from a brand they follow on the platform.

71↑

TikTok Users More Likely to Purchase

Percentage points

32→

Average Engagement Rate for Coffee Shops

Average engagement rate (%)

25↓

Average Follower Growth Rate for New Accounts

Average follower growth rate (%)

18↑

Average Sales Increase for Businesses on TikTok

Average sales increase (%)

As a coffee shop owner, you're probably wondering where to start on TikTok. With so many features and options, it can be overwhelming to create a strategy that works for your business. In this guide, we'll walk you through the steps to create a TikTok marketing strategy that drives sales and attracts new customers.

Step 1: Set Up Your Account

Before you start creating content, you need to set up your account. This includes adding a profile picture, bio, and contact information. Your profile picture should be your logo, and your bio should include a brief description of your coffee shop and any relevant keywords.

Tip: Use a high-quality profile picture that represents your brand.

Step 2: Create Engaging Content

Content is king on TikTok, and you need to create content that engages your audience. This includes short videos, photos, and even live streams. When creating content, keep the following tips in mind:

Use high-quality visuals and audio.
Keep your videos short and sweet (15-60 seconds).
Use music and sound effects to enhance the viewing experience.
Use captions and subtitles to make your content more accessible.

Warning: Don't overpost! TikTok users are bombarded with content, so make sure you're posting at the right times to maximize engagement.

Step 3: Leverage Hashtags

Hashtags are a great way to increase the visibility of your content on TikTok. When using hashtags, keep the following tips in mind:

Use relevant hashtags that are specific to your coffee shop and the type of content you're posting.
Use a mix of popular and niche hashtags to reach a wider audience.
Don't overdo it! Using too many hashtags can look spammy.

Example: Use hashtags like #coffee, #coffee shop, #coffeeperks, or #coffeeoftheday to reach a wider audience.

Step 4: Collaborate with Influencers

Influencers can help you reach a wider audience on TikTok. When collaborating with influencers, keep the following tips in mind:

Choose influencers who align with your brand values and target audience.
Collaborate on content that is relevant to your coffee shop and the influencer's audience.
Make sure you're clear about your brand's expectations and goals.

Coffee: DataLatte recommends collaborating with local influencers to create content that showcases your coffee shop and the local community.

Step 5: Run a TikTok Ad Campaign

TikTok ads can help you reach a wider audience and drive sales. When running a TikTok ad campaign, keep the following tips in mind:

Set clear goals and objectives for your ad campaign.
Use high-quality visuals and audio to create engaging ads.
Target your ads to specific demographics, interests, and behaviors.

BarChart

Ad Campaign Performance

Impressions

$100000

Clicks

$5000

ConversionsBest

$500

Cost

$500

TikTok Ad Campaign Performance

Step 6: Measure and Optimize

Measuring and optimizing your TikTok marketing strategy is crucial to its success. When measuring and optimizing, keep the following tips in mind:

Use analytics tools to track your engagement rates, follower growth, and sales.
Use A/B testing to optimize your content and ad campaigns.
Make adjustments to your strategy based on your analytics and A/B testing results.

Frequently Asked Questions

Q: How much does it cost to run a TikTok ad campaign? A: The cost of running a TikTok ad campaign varies depending on your target audience, ad creative, and budget. On average, a TikTok ad campaign can cost anywhere from $500 to $5,000.

Q: How do I measure the success of my TikTok marketing strategy? A: You can measure the success of your TikTok marketing strategy using analytics tools and tracking engagement rates, follower growth, and sales.

Q: Can I use TikTok for e-commerce? A: Yes, you can use TikTok for e-commerce. In fact, many businesses are using TikTok to drive sales and revenue.

Q: How do I create engaging content on TikTok? A: To create engaging content on TikTok, use high-quality visuals and audio, keep your videos short and sweet, and use music and sound effects to enhance the viewing experience.

Q: Can I use TikTok for local marketing? A: Yes, you can use TikTok for local marketing. In fact, many businesses are using TikTok to reach a local audience and drive sales.

Q: How do I collaborate with influencers on TikTok? A: To collaborate with influencers on TikTok, choose influencers who align with your brand values and target audience, collaborate on content that is relevant to your coffee shop and the influencer's audience, and make sure you're clear about your brand's expectations and goals.

Q: Can I use TikTok for social media marketing? A: Yes, you can use TikTok for social media marketing. In fact, many businesses are using TikTok to drive sales and revenue through social media marketing.

Q: How do I measure the ROI of my TikTok marketing strategy? A: You can measure the ROI of your TikTok marketing strategy using analytics tools and tracking engagement rates, follower growth, and sales.

If you're ready to perk up your TikTok game and drive sales and attract new customers, contact DataLatte today for a free audit and consultation.

Frequently Asked Questions

Q: I don't have time to make TikTok videos. I'm running a business. How much time does this actually take?

Two hours a week, maximum. That's one hour to film and one hour to edit and schedule. If you're spending more than that, you're overproducing. Film three to four videos in one session. Use the same background, the same lighting, and batch your content. Then use a scheduling tool like Later or Buffer to spread them out over the week. I've seen business owners try to film daily and burn out in three weeks. Batch filming works. Do that instead.

Q: I tried TikTok ads and lost money. What did I do wrong?

You probably didn't track the right thing. TikTok will show you "cost per result" that looks good, but the result is usually a view or a profile visit — not a booking. Link your ad to a specific landing page with a unique phone number or booking code. If you're using Booksy or Square, create a promo code that only appears in that TikTok ad campaign. If nobody uses the code, the ad didn't work, no matter what the dashboard says.

Q: What if I get negative comments or trolls on my videos?

Ignore them or delete them. You own the comment section. A troll who comments "your coffee is overpriced" on a video that got 15,000 views is annoying but not a crisis. What matters is whether the video brought in customers. Reply to genuine questions, thank people who tag their friends, and delete anything that's rude or off-topic. The algorithm doesn't penalize you for deleting comments. I've had clients worry about this way too much. Nobody is checking your comment ratio.

Q: Should I use a personal account or a business account?

Business account. Here's why: you get analytics, you get the link-in-bio feature, you can run ads, and you can see which videos are actually driving profile visits. The only downside is the suggested music library has some restrictions, but that barely matters for local service businesses. I've had clients refuse to switch to a business account because they "like the aesthetic better." That's fine if you want to guess whether your content is working.

Q: Do I need expensive equipment? I heard you need a ring light and a microphone.

No. Film on your phone. Use natural light or overhead lighting. Do not buy a ring light until you've posted 20 videos and proven you'll stick with it. I've watched business owners spend $200 on equipment, film three videos, and quit. Your phone camera from 2021 or later is good enough. The content matters more than the production quality. A video of a barista messing up an order and laughing about it will outperform a professionally lit slow-motion pour shot every time.

Q: How often should I post if I want to see results without it taking over my life?

Four times a week is the sweet spot for most local businesses. Three is okay if you're consistent. Two is maintenance mode. One is not enough to build momentum. Post on Tuesday, Wednesday, Thursday, and Saturday — those are the highest-engagement days for local service content. Monday is dead. Sunday is hit or miss. Stick to four times a week for 90 days, then evaluate. If you can't commit to that, don't start. You'll get disappointed and blame the platform.

I've been doing this long enough to know that the thing holding you back isn't that TikTok is too complicated, or that you don't have time, or that your coffee (or haircuts, or pet grooming) isn't interesting enough. The thing holding you back is that you're waiting for a perfect strategy before you hit record. I've seen a shop in Oklahoma City gain 1,200 followers with nothing but a phone and a willingness to film themselves messing up a pour-over. I've seen a salon in Philadelphia fill a canceled slot in 19 minutes because they posted a video of a color correction disaster. The businesses that win on TikTok are not the ones with the best production. They're the ones who start before they feel ready and fix their mistakes as they go. If you want to skip the part where you waste three months figuring out what I just told you, book a free consultation and I'll look at your account for ten minutes. That's usually enough to see exactly what's broken.

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Nataliia

Local marketing strategist with 10+ years at global agencies — OMD, Dentsu, GroupM, and BBDO. Now helping small businesses get the same data-driven edge. Based in Europe, working with clients in the US, UK, Australia, and beyond.

About Nataliia