You’ve likely heard some Cinderella stories when it comes to restaurants and TikTok. A happy guest posts a creative video and the next day, the surprised restaurant operator opens to a line of 100 people waiting to eat. (That’s roughly what happened last December for Skirt Steak, the New York restaurant serving steak and unlimited fries.) To be sure, TikTok packs some power when it comes to restaurant marketing. But hitting on that lightning-in-a-bottle moment where you send a post viral can be pretty elusive. On top of that, tastes for different platforms shift so quickly that if you’re not among the early adopters of a platform that then becomes popular, you may not get much traction. While there is no formula for capturing a moment that ends up going viral, it’s important to focus on the constant: video remains an important tool to be used for restaurant marketing. The restaurant industry is ready-made for video promotion – there is a steady supply of behind-the-scenes action to feature, an ever-changing range of challenges and surprises, and sights and sounds that appeal to people’s senses. Make it a habit to capture this content – or give the task to a staff member to manage. Share a recipe or promote a new special via video. Launch a contest or spread the word about an event. Across social media platforms, from Facebook to Instagram to TikTok, video content is getting the most attention from users (and therefore the most focus from the people running those platforms). But focus less on the platform and more on finding creative ways to use video to get your restaurant’s name out there so you’re ready to share it in a range of ways. It may even be more about inspiring your guests to do it for you. Encourage guests who have positive experiences to share them as video posts on their favorite platform in exchange for a free drink or appetizer during their next visit. Who knows? One video post may end up sending hundreds of guests to your door.