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Everyone knows that social media has completely changed marketing. According to Toast&rsquo;s recent <a href="https://pos.toasttab.com/resources/restaurant-success-industry-report?utm_source=1851franchise.com&utm_medium=article&utm_campaign=sorry-tiktok-facebook-is-still-the-king-of-marketing-2710754" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">2019 Restaurant Success Report</a>, 34% of restaurant operators and owners have a dedicated employee whose full-time job is running social media.&nbsp;

In recent years, social media has changed from being a platform for brand advertisements to a place for <a href="https://1851franchise.com/3-times-brands-knocked-it-out-of-park-with-social-media-2710651" style="text-decoration-line:none" target="_blank">unique and complex</a> marketing campaigns. Considering Facebook has a <a href="https://influencermarketinghub.com/what-is-tik-tok/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=sorry-tiktok-facebook-is-still-the-king-of-marketing-2710754" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">staggering 2 billion users and Instagram 1 billion</a>, it seems absurd that <a href="https://pos.toasttab.com/resources/restaurant-success-industry-report?utm_source=1851franchise.com&utm_medium=article&utm_campaign=sorry-tiktok-facebook-is-still-the-king-of-marketing-2710754" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">12% of brands</a> are still hesitant to get onboard.&nbsp;

Although 91% of brands in the restaurant space leverage Facebook over other platforms, that isn&rsquo;t stopping some companies from experimenting with new apps.&nbsp;

Chipotle recently became the <a href="https://www.forbes.com/sites/aliciakelso/2019/08/07/why-chipotles-bet-on-tiktok-is-paying-off/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=sorry-tiktok-facebook-is-still-the-king-of-marketing-2710754#72ace9304080" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">first and only major restaurant franchise to have a TikTok account</a>. The decision seems to be paying off for the brand, who embarked on a six-day <a href="https://www.instagram.com/p/BxNegHEAoeN/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=sorry-tiktok-facebook-is-still-the-king-of-marketing-2710754" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">#ChipotleLidFlip campaign</a>, which ran in early May, generated 104 million video starts.&nbsp;

The brand&rsquo;s foray into <a href="https://influencermarketinghub.com/what-is-tik-tok/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=sorry-tiktok-facebook-is-still-the-king-of-marketing-2710754" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">TikTok</a> doesn&rsquo;t stop there. Last month&rsquo;s&nbsp;<a href="https://www.mobilemarketer.com/news/chipotle-smashes-tiktok-records-with-guacdance-challenge/560102/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=sorry-tiktok-facebook-is-still-the-king-of-marketing-2710754" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">#GuacDance challenge</a> generated 250,000 video submissions and 430 million videos&mdash;TikTok&rsquo;s highest performing branded challenge yet. The hashtag brought results in the real world as well, with the <a href="https://newsroom.chipotle.com/2019-08-01-Chipotles-National-Avocado-Day-Celebrations-Smash-Records?utm_source=1851franchise.com&utm_medium=article&utm_campaign=sorry-tiktok-facebook-is-still-the-king-of-marketing-2710754" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">chain&rsquo;s avocado usage jumping 68%</a>.

It could be this new marketing strategy that has resulted in <a href="https://www.marketingdive.com/news/mcdonalds-departing-cmo-will-be-replaced-by-two-new-svps/559275/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=sorry-tiktok-facebook-is-still-the-king-of-marketing-2710754" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">McDonald&rsquo;s decision&nbsp;to replace leaving CMO</a> with an SVP of global marketing and SVP of marketing technology. Only time will tell if other brands follow suit.

It all begs the question&mdash;if a brand isn&rsquo;t pioneering a viral fast-food-dance-challenge in 2019, are they even marketing?

Sorry TikTok, Facebook is Still the King of Marketing

1851 Franchise

A recent study found that the social network is still the dominant platform in the restaurant space, although Chipotle begs to differ.


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