December 22, 2021
What do these stats all have in common?
All of these products have been the stars of viral TikTok videos.
And TikTok is taking advantage of this…
…by delivering food items that blow-up on TikTok straight to its viewers. The social media company announced that they will be opening 300 delivery-only restaurants in the US in March 2022. And their menus will exclusively feature viral food items from the most popular TikTok videos.
Wait, TikTok is going into the restaurant biz?
Yes, but with a catch. TikTok will operate these delivery-only food kitchens out of existing restaurants, but will market their store on GrubHub as “TikTok Kitchens.” Grubhub will handle delivering orders to hungry TikTokers. And with TikTok now passing 1B monthly users, those kitchens may be hot.
Why does this matter?
Because you get to enjoy that cake you saw on TikTok and eat it, too. But more importantly, it’s a clear lesson for businesses everywhere: virality sells. When something goes viral, it’s now best practice to put out new marketing, products, or services that play on the trend. This is why Ocean Spray’s CEO put out his own TikTok recreating the viral skateboarding video that first boosted the company’s popularity.
But wait, I’m not in the food industry.
Don’t sweat it. There are tons of viral trends other than food that you can hop on. For example, during the Squid Game hype, Trainual put out a Squid Game-themed post that highlighted a pain point of our ideal customers. And it ended up becoming our most-liked Instagram post. Meaning, it pays to hop on viral trends to reach more potential customers.
THE TIME IS NOW
For entrepreneurs just getting their start-ups off the ground, focus on big, established industries.
Trying to build a business in an industry full of established companies can sound like a bad idea - they’re full of competitors and it can seem like every idea is accounted for. But taking on a larger industry actually provides a lot of opportunities.
An established industry proves that people have the problem you’re trying to solve. All you have to do is find a better solution.
The idea is that you need to pinpoint where customers are falling through the cracks and create a business that catches them. And meeting those needs means changing how the industry is run. Because ultimately, you want to help remove all the inefficiencies from how the market operates. And that means establishing a new way of doing business as usual.
When you think about disrupting an industry, you may already have one in mind. Maybe it’s a market that you care about or one whose problems drive you wild. In any case, you know that there’s room for improvement.
So, if you want to build an actionable way of inspiring change with your startup, think about these three categories: