1851

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.


sorry-tiktok-facebook-is-still-the-king-of-marketing

United Water Restoration Group

United Water Restoration Group: Maximizing Revenue with Emergency Services 

United Water Restoration Group: Maximizing Revenue with Emergency Services — Be There When Your Community Needs You

united-water-restoration-group-maximizing-revenue-with-emergency-services-be-there-when-your-community-needs-you

Right at Home

Right at Home 2025 Caregiver of the Year Award

Right at Home Honors Caregivers Worldwide:  Celebrating the 2025 Caregiver of the Year Awards

right-at-home-honors-caregivers-worldwide-celebrating-the-2025-caregiver-of-the-year-awards

Minuteman Press International

Minuteman Press Franchise Owner & President’s Club Member Matt Bloom, Norwich, CT.

Minuteman Press Franchise Review: From Venture Capitalism to Printing

minuteman-press-franchisee-continues-tradition-of-success-in-norwich-ct

Paris Baguette

Photo of array of Paris Baguette pastries

Paris Baguette Redefines Morning Routines With Fresh Breakfast and Premium Coffee Strategy

paris-baguette-breakfast-strategy-growth

TruBlue Home Service Ally

TruBlue’s Home Maintenance Plans: Peace of Mind for Homeowners

trublues-home-maintenance-plans-peace-of-mind-for-homeowners

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Subway Pushes Global Growth Despite U.S. Closures 

subway-pushes-global-growth-despite-us-closures

DoorDash Expansion Could Reshape Delivery and Operations for Franchise Brands - 1851 Franchise

DoorDash Expansion Could Reshape Delivery and Operations for Franchise Brands

doordash-acquistions-deliveroo-sevenrooms

Crumbl Franchise Investment - TSG Consumer Partners -  1851 Franchise

TSG Consumer Partners Takes Minority Stake in Crumbl, Signaling Franchise Growth Potential

crumbl-franchise-investment-tsg-consumer

Yum Brands Reports Strong Q1 Results with Big Boost from Taco Bell

yum-brands-reports-strong-q1-results-with-big-boost-from-taco-bell

QSR: McDonald’s Gains Momentum With Chicken Innovation, Value Deals and Franchisee Support

mcdonalds-franchise-recovery-chicken-strategy-value-deals-2025

Layoffs Surge to Pandemic-Era Highs, Opening Doors for Franchise Growth

layoffs-surge-to-pandemic-era-highs-opening-doors-for-franchise-growth

Franchisee spotlight graphic with photo of Amy Lepke and family and Papa Murphy's logo

After 14 Years as a Stay-At-Home Mom, Amy Lepke Returned to Papa Murphy’s — This Time as an Owner

papa-murphys-franchise-amy-lepke

Franchisee Spotlight with Micki Waters and Papa Murphy's Logo

Work Mom: How Micki Waters Became a Mother Figure to Her Entire Papa Murphy’s Team

work-mom-how-micki-waters-became-a-mother-figure-to-her-entire-papa-murphys-team

District Taco Franchise Costs, Fees, Profit and Data for 2025

franchise-deep-dive-district-tacos-franchise-costs-fees-profit-and-data

Franchisee spotlight image with Randy and Sandy Craft, Children's Lighthouse logo on blue background

The Crafts’ Successful Journey from New Parents to Children’s Lighthouse Franchisees

the-crafts-successful-journey-from-new-parents-to-childrens-lighthouse-franchisees

Franchisee spotlight image with photo of Robert Trujillo and UWRG logo on blue background

How Robert Trujillo Expanded His Construction Business With UWRG

how-robert-trujillo-expanded-his-construction-business-with-uwrg

Sorry TikTok, Facebook is Still the King of Marketing

MORE STORIES LIKE THIS