{"id":23309,"date":"2025-05-20T12:29:32","date_gmt":"2025-05-20T05:29:32","guid":{"rendered":"https:\/\/dps.media\/tiktok-marketing-cho-nganh-fb-co-hoi-va-thach-thuc\/"},"modified":"2025-05-20T12:29:33","modified_gmt":"2025-05-20T05:29:33","slug":"tiktok-marketing-for-the-fb-industry-opportunities-and-challenges","status":"publish","type":"post","link":"https:\/\/dps.media\/en\/tiktok-marketing-for-the-fb-industry-opportunities-and-challenges\/","title":{"rendered":"TikTok Marketing for the F&amp;B Industry: Opportunities and Challenges"},"content":{"rendered":"<?xml encoding=\"utf-8\" ?><p> TikTok \u0111ang tr\u1edf th\u00e0nh \u201cb\u1ec7 ph\u00f3ng\u201d\u200d m\u1ea1nh \u200bm\u1ebd \u200cgi\u00fap c\u00e1c\u2062 th\u01b0\u01a1ng hi\u1ec7u F&B\u200d \u0111\u1ed9t ph\u00e1 doanh thu\u200b v\u00e0 x\u00e2y \u200cd\u1ef1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u nhanh ch\u00f3ng ch\u1ec9 trong v\u00e0i tu\u1ea7n ho\u1eb7c th\u1eadm ch\u00ed\u2064 l\u00e0 v\u00e0i ng\u00e0y\u2014b\u1ea1n c\u00f3 bi\u1ebft,<strong>72% of TikTok users in Vietnam have decided to try a new restaurant\/drink after watching a video on this platform<\/strong>? If you are looking for an outstanding growth method for your cafe, restaurant, or food brand, TikTok Marketing is the key you can't miss in 2024.<\/p><p><strong>\u0110i\u1ec3m \u200dquan tr\u1ecdng\u200d nh\u1ea5t:\u2062 Kh\u1ea3\u2064 n\u0103ng \u201cviral\u201d v\u00e0 t\u00e1c\u200d \u0111\u1ed9ng \u2062n\u00e2ng cao s\u1ee9c h\u00fat th\u01b0\u01a1ng hi\u1ec7u \u2063tr\u00ean TikTok m\u1edf \u200cra c\u01a1 h\u1ed9i ti\u1ebfp c\u1eadn\u2064 h\u00e0ng tri\u1ec7u kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u1edbi m\u1ee9c ng\u00e2n s\u00e1ch h\u1ee3p\u200d l\u00fd,ch\u1ec9\u2064 t\u1eeb\u200d v\u00e0i tri\u1ec7u \u2064\u0111\u1ed3ng!<\/strong> <em>DPS.MEDIA \u0111\u00e3 \u2063ch\u1ee9ng ki\u1ebfn \u2062nhi\u1ec1u SME F&B t\u0103ng tr\u01b0\u1edfng \u2062doanh thu g\u1ea5p 3-5 l\u1ea7n ch\u1ec9 sau\u200c 3 th\u00e1ng\u2063 tri\u1ec3n khai chi\u1ebfn d\u1ecbch \u0111\u00fang h\u01b0\u1edbng tr\u00ean TikTok.<\/em> However, alongside opportunities, <a href=\"https:\/\/dps.media\/en\/category\/tiktok-marketing\/\" rel=\"nofollow\">the challenges of creative content and competition also require businesses to have a methodical strategy and professional support<\/a>.<\/p><p>Data and market realities show that, <strong>TikTok kh\u00f4ng ch\u1ec9 l\u00e0 \u200c\u201ctrend\u201d nh\u1ea5t\u200b th\u1eddi m\u00e0 l\u00e0 xu \u2063h\u01b0\u1edbng b\u1ec1n v\u1eefng\u2064 gi\u00fap ng\u00e0nh F&B kh\u00e1m ph\u00e1\u200d v\u00e0 ph\u00e1t \u2062tri\u1ec3n t\u1eadp\u2063 kh\u00e1ch h\u00e0ng tr\u1ebb, lu\u00f4n t\u00ecm ki\u1ebfm tr\u1ea3i nghi\u1ec7m m\u1edbi<\/strong>.\u2062 N\u1ebfu ch\u01b0a\u200c b\u1eaft k\u1ecbp l\u00e0n s\u00f3ng n\u00e0y, doanh nghi\u1ec7p F&B c\u00f3 nguy c\u01a1 b\u1ecb \u2062l\u1ea1c h\u1eadu tr\u01b0\u1edbc \u0111\u1ed1i \u2062th\u1ee7, b\u1ecf l\u1ee1 ngu\u1ed3n\u200c kh\u00e1ch h\u00e0ng n\u0103ng\u2064 \u0111\u1ed9ng v\u00e0 trung \u2062th\u00e0nh nh\u1ea5t tr\u00ean th\u1ecb \u200dtr\u01b0\u1eddng hi\u1ec7n nay. <em>B\u00e0i \u2063vi\u1ebft n\u00e0y\u2063 s\u1ebd gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 c\u00e1c C\u01a0 H\u1ed8I l\u1eabn TH\u00c1CH TH\u1ee8C khi \u2063l\u00e0m \u2064TikTok Marketing\u2063 trong ng\u00e0nh F&B,\u200b t\u1eeb \u200d\u0111\u00f3 \u0111\u01b0a ra l\u1ef1a \u2063ch\u1ecdn \u2063ch\u00ednh x\u00e1c\u200c \u0111\u1ec3 ph\u00e1t\u200c tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u.<\/em><br><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/05\/hinh-1.jpg7b14.jpg\" alt=\"Leverage the viral power of TikTok in the F&amp;B industry in Vietnam\" title=\"\"><\/p><h2 id=\"tan-dung-suc-manh-lan-toa-cua-tiktok-trong-nganh-fb-tai-viet-nam\">T\u1eadn d\u1ee5ng s\u1ee9c m\u1ea1nh lan t\u1ecfa c\u1ee7a TikTok trong ng\u00e0nh F&B t\u1ea1i\u2062 Vi\u1ec7t Nam<\/h2><h3>Applying creative and viral content orientation on TikTok<\/h3><p><strong>DPS.MEDIA\u200b nh\u1eadn \u2062th\u1ea5y TikTok\u2064 \u0111\u00e3\u200b tr\u1edf th\u00e0nh s\u00e2n\u2062 ch\u01a1i kh\u00f4ng \u2063th\u1ec3 \u200cthi\u1ebfu cho\u200b ng\u00e0nh F&B\u200b t\u1ea1i\u200b Vi\u1ec7t Nam.<\/strong> According to Nielsen's research (2023), over 45% of TikTok users trust food reviews and restaurant experiences from creative short videos. The spread of hashtag effects like #FoodReviewVN or #AnGiPhaiNgon helps SME brands quickly gain exposure and save costs compared to traditional advertising.<\/p><ul style=\"margin-left: 20px;\">\n<li>Leverage trending food challenges, combined with local KOCs\/KOLs.<\/li>\n<li>Create interactive minigames, calling for real dish reviews at the store.<\/li>\n<li>Focus on exploiting short video formats with impressive viral speed, prioritizing emotional factors and brand storytelling.<\/li>\n<\/ul><h3>C\u01a1 h\u1ed9i ph\u00e1t tri\u1ec3n kh\u00e1ch h\u00e0ng & nh\u1eadn\u2063 di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u th\u1ef1c chi\u1ebfn<\/h3><p>Outstanding case study: N.\u0110 clean pho chain increased take-away revenue <strong>180%<\/strong> after launching the \u201c30 seconds to show off pho \u2013 get instant offers\u201d campaign on TikTok, in collaboration with <a class=\"wpil_keyword_link\" href=\"https:\/\/dps.media\/en\/\" title=\"DPS.MEDIA JSC\" data-wpil-keyword-link=\"linked\" data-wpil-monitor-id=\"63\">DPS.MEDIA<\/a>. Additionally, <strong>63% of new customers learned about the brand through the campaign hashtag<\/strong> (source: Internal Analytics 2024).<\/p><table class=\"wp-list-table widefat fixed striped\">\n<thead>\n<tr>\n<th>Current situation<\/th>\n<th>\u0110i\u1ec3m m\u1ea1nh TikTok F&B<\/th>\n<th>Main challenges<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Reaching young customers<\/td>\n<td style=\"font-weight:bold;\">Content goes viral quickly<\/td>\n<td>Ideas copied, hard to control image<\/td>\n<\/tr>\n<tr>\n<td>Fierce competition<\/td>\n<td style=\"font-weight:bold;\">Flexible budget<\/td>\n<td>Difficult to maintain long-term engagement<\/td>\n<\/tr>\n<\/tbody>\n<\/table><h3>DPS.MEDIA's perspective on creative content with diverse Vietnamese identity<\/h3><p>  TikTok requires <strong>decisive innovation in content strategy<\/strong>. DPS.MEDIA recommends that SMEs apply storytelling connected to local culture and culinary identity to build <strong>strong social proof<\/strong>. According to Dr. Alexander Ronacher (magazine <i>Branding journal, 2023<\/i>): \u201cDoanh nghi\u1ec7p\u200b F&B t\u1eadn d\u1ee5ng k\u1ebft h\u1ee3p y\u1ebfu \u2063t\u1ed1 \u2064b\u1ea3n \u0111\u1ecba\u2062 v\u00e0o\u200b video TikTok \u2063s\u1ebd \u200dt\u0103ng ni\u1ec1m \u200btin\u2063 v\u00e0 s\u1ef1\u200c th\u00e2n \u200dthu\u1ed9c\u200c g\u1ea5p \u0111\u00f4i so \u2063v\u1edbi n\u1ed9i \u2064dung h\u00e0ng lo\u1ea1t nh\u1eadp kh\u1ea9u.\u201d\n<\/p><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/05\/hinh-2.jpg682c.jpg\" alt=\"Explore food consumption behaviors through the lens of short videos\" title=\"\"><\/p><h2 id=\"kham-pha-hanh-vi-tieu-dung-am-thuc-qua-lang-kinh-video-ngan\">Exploring culinary consumer behavior through the lens of short videos<\/h2><h3>H\u00e0nh vi \u201c\u0103n b\u1eb1ng m\u1eaft\u201d th\u1eddi \u0111\u1ea1i s\u1ed1<\/h3><p><strong>Short videos have dramatically changed the food choices of young Vietnamese people.<\/strong>. Theo nghi\u00ean c\u1ee9u c\u1ee7a Nielsen (2023), tr\u00ean 67% gen Z v\u00e0\u2063 Millennials vi\u1ec7t nam quy\u1ebft \u0111\u1ecbnh ch\u1ecdn qu\u00e1n \u0103n sau khi xem video tr\u00ean TikTok. S\u1ef1 \u201cviral\u201d c\u1ee7a c\u00e1c trend \u2062nh\u01b0 \u201creview qu\u00e1n \u0103n 30 gi\u00e2y\u201d, \u201cfood vlog \u0111i m\u1ed9t m\u00ecnh\u201d, hay th\u1eed th\u00e1ch \u1ea9m th\u1ef1c xu\u2063 h\u01b0\u1edbng khi\u1ebfn c\u00e1c SME ng\u00e0nh \u200bF&B \u0111\u1ee9ng tr\u01b0\u1edbc\u2062 b\u00e0i \u200bto\u00e1n \u2062ph\u1ea3i \u200cli\u00ean t\u1ee5c \u2062 <strong>produce creative content.<\/strong>. DPS.MEDIA observes that, instead of meticulously describing each ingredient, users prefer to watch <em>texture<\/em> m\u00f3n\u200b \u0103n, c\u1ea3m x\u00fac th\u1eadt c\u1ee7a reviewer, v\u00e0\u200b kho\u1ea3nh kh\u1eafc ph\u1ee5c\u200c v\u1ee5 \u0111\u01b0\u1ee3c \u201cb\u1eaft tr\u1ecdn\u201d d\u01b0\u1edbi 60 \u2064gi\u00e2y.<\/p><h3>T\u00e1c \u0111\u1ed9ng \u200dc\u1ee7a \u2063video ng\u1eafn \u0111\u1ebfn quy\u1ebft\u200d \u0111\u1ecbnh chi ti\u00eau F&B<\/h3><ul>\n<li><strong>Emotions override reason<\/strong>: Most trial decisions are driven by visual appeal and the FOMO effect.<\/li>\n<li><strong>Ultra-short customer journey<\/strong>: Viewers scroll, like, and book a table in just a few clicks \u2013 shortening the decision-making process compared to before.<\/li>\n<li><strong>Authenticity is prioritized<\/strong>: Small and medium brands with real food experiences and genuine reviews will gain trust more easily than flashy advertisements.<\/li>\n<\/ul><table class=\"wp-block-table is-style-stripes\">\n<thead>\n<tr>\n<th>Influencing factors<\/th>\n<th>Level of impact<\/th>\n<th>Real-life illustration<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>highly emotional video<\/td>\n<td>High<\/td>\n<td>Chu\u1ed7i \u201cB\u00e1nh M\u00ec Vi\u1ec7t\u201d t\u0103ng g\u1ea5p \u2062\u0111\u00f4i l\u01b0\u1ee3ng \u2063booking sau\u2064 1 review 20\u2062 gi\u00e2y tr\u00ean \u2063TikTok<\/td>\n<\/tr>\n<tr>\n<td>Humorous storytelling<\/td>\n<td>Just now<\/td>\n<td>qu\u00e1n C\u00e0\u2063 ph\u00ea 2K k\u00e9o 30%\u200b kh\u00e1ch\u2064 m\u1edbi nh\u1edd \u2063clip \u201c\u0111\u00e1nh \u2063\u0111\u1ed1 v\u1ecb gi\u00e1c\u201d lan t\u1ecfa<\/td>\n<\/tr>\n<tr>\n<td>Challenge minigame<\/td>\n<td>Average<\/td>\n<td>Skewer Shop boosted check-ins by 801% after the 1.5xvinhanh campaign<\/td>\n<\/tr>\n<\/tbody>\n<\/table><h3>Insights and advice from DPS.MEDIA<\/h3><p>\u0110\u1ed9i ng\u0169 DPS.MEDIA khuy\u1ebfn ngh\u1ecb smes\u2062 F&B <strong>\u0111\u1ea7u t\u01b0 cho video \u2062\u201dv\u1eeba th\u1eadt v\u1eeba duy\u00ean\u201d, linh ho\u1ea1t \u2063theo t\u1eebng \u2062local trend<\/strong> \u200d thay v\u00ec theo \u0111u\u1ed5i nh\u1eefng \u2063format \u0111\u1eaft \u0111\u1ecf.\u2064 \u0110\u1eb7c bi\u1ec7t, h\u00e3y \u0111\u1ec3\u200d kh\u00e1ch th\u1eadt, nh\u00e2n vi\u00ean\u200c b\u1ebfp, \u2062bartender l\u00ean h\u00ecnh \u2013 \u0111i\u1ec1u\u2062 n\u00e0y x\u00e2y d\u1ef1ng ni\u1ec1m tin v\u1eefng ch\u1eafc \u2064h\u01a1n filter hay visual \u200dqu\u00e1 ho\u00e0n h\u1ea3o. Nh\u00e0 nghi\u00ean c\u1ee9u\u200b Sarah Bowen nh\u1ea5n m\u1ea1nh, \u201c\u1ea9m th\u1ef1c kh\u00f4ng \u200cch\u1ec9 \u200dl\u00e0 s\u1ea3n ph\u1ea9m,\u200d m\u00e0 \u2063c\u00f2n\u2062 l\u00e0 tr\u1ea3i nghi\u1ec7m chia \u200ds\u1ebb\u201d \u2013 ch\u00ednh \u200bvideo ng\u1eafn gi\u00fap tr\u1ea3i nghi\u1ec7m \u1ea5y\u2064 lan\u200d t\u1ecfa m\u1ea1nh m\u1ebd nh\u1ea5t trong c\u1ed9ng \u0111\u1ed3ng\u200c s\u1ed1.<\/p><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/05\/-nay-1.jpg82c1.jpg\" alt=\"Build a standout F&amp;B brand with the right content strategy\" title=\"\"><\/p><h2 id=\"xay-dung-thuong-hieu-fb-noi-bat-bang-chien-luoc-noi-dung-phu-hop\">X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u F&B \u2063n\u1ed5i b\u1eadt b\u1eb1ng \u200dchi\u1ebfn l\u01b0\u1ee3c n\u1ed9i \u200cdung ph\u00f9 h\u1ee3p<\/h2><h3>Choose creative, relatable, and inspiring topics<\/h3><ul style=\"padding-left: 18px; margin-bottom: 16px;\">\n<li><strong>Make content unique:<\/strong> \u200b Theo DPS.MEDIA, \u2063th\u01b0\u01a1ng hi\u1ec7u \u200cF&B\u200c c\u1ea7n ch\u1ecdn l\u1ecdc c\u00e2u chuy\u1ec7n \u200cmang d\u1ea5u\u200b \u1ea5n ri\u00eang; v\u00ed\u2064 d\u1ee5 nh\u01b0 h\u00e0nh tr\u00ecnh n\u00e2ng t\u1ea7m \u0111\u1eb7c \u200cs\u1ea3n \u0111\u1ecba ph\u01b0\u01a1ng, \u200chay c\u00e2u \u200bchuy\u1ec7n v\u1ec1 nguy\u00ean li\u1ec7u \u200b\u201dfrom \u2063farm to table\u201d \u200b\u2013 y\u1ebfu t\u1ed1 v\u1eabn \u0111\u01b0\u1ee3c Harvard Buisness\u2062 Review \u2063\u0111\u00e1nh gi\u00e1 l\u00e0\u2062 gi\u00fap t\u0103ng 36% l\u01b0\u1ee3t ghi nh\u1edb th\u01b0\u01a1ng hi\u1ec7u \u200dtr\u00ean n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i.<\/li>\n<li><strong>Leverage storytelling:<\/strong> S\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u201cB\u1ebfp Nh\u00e0 X\u00edu\u201d \u200btr\u00ean TikTok l\u00e0 v\u00ed \u2063d\u1ee5 \u0111i\u1ec3n h\u00ecnh, khi \u2064\u0111\u01a1n \u200bgi\u1ea3n h\u00f3a n\u1ea5u \u2062\u0103n \u200cth\u00e0nh lo\u1ea1t video ng\u1eafn, g\u1ea7n g\u0169i, t\u1ea1o c\u1ea3m gi\u00e1c k\u1ebft \u200bn\u1ed1i th\u1ef1c kh\u00e1ch v\u1edbi \u200d\u0111\u1ea7u\u2062 b\u1ebfp \u200dch\u1ec9 qua c\u00e1c th\u01b0\u1edbc phim \u0111\u1eddi \u200bth\u01b0\u1eddng.<\/li>\n<li><strong>Combine entertainment\u2062 and educational elements:<\/strong> Video d\u1ea1ng \u201ch\u1eadu tr\u01b0\u1eddng nh\u00e0 b\u1ebfp\u201d,h\u01b0\u1edbng\u200b d\u1eabn\u200b pha \u200cch\u1ebf \u2062\u0111\u1ed9c l\u1ea1,hay th\u1eed \u2063th\u00e1ch \u200cth\u1ef1c\u200d \u0111\u01a1n gi\u1edbi\u200b h\u1ea1n,kh\u00f4ng\u2062 ch\u1ec9 k\u00edch th\u00edch s\u1ef1 t\u00f2 \u2063m\u00f2 m\u00e0 c\u00f2n ch\u1ea1m \u0111\u1ebfn nhu\u2063 c\u1ea7u tr\u1ea3i nghi\u1ec7m m\u1edbi l\u1ea1 \u2013 y\u1ebfu t\u1ed1 then ch\u1ed1t \u201cgi\u1eef ch\u00e2n\u201d Gen Z\u2062 tr\u00ean TikTok,d\u1ef1a tr\u00ean kh\u1ea3o \u2064s\u00e1t c\u1ee7a\u2062 Nielsen\u2062 n\u0103m 2023.<\/li>\n<\/ul><h3>Optimize every content touchpoint on TikTok<\/h3><table class=\"wp-block-table\" style=\"width:100%; margin-bottom: 20px;\">\n<thead>\n<tr style=\"background-colour:#f7f7f7;\">\n<th style=\"padding:10px; text-align:center;\">Touchpoint<\/th>\n<th style=\"padding:10px; text-align:center;\">Real-life Example<\/th>\n<th style=\"padding:10px; text-align:center;\">DPS.MEDIA Suggestions<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"padding:8px;\">Viral Content<\/td>\n<td style=\"padding:8px;\">#StreetFood (Saigon Street Food)<\/td>\n<td style=\"padding:8px;\">Create a trending challenge: \u201c10 Seconds to Make the Best Milk Tea\u201d<\/td>\n<\/tr>\n<tr style=\"background-color:#fafaffa;\">\n<td style=\"padding:8px;\">User interaction<\/td>\n<td style=\"padding:8px;\">Livestream trying new dishes with TikToker guests<\/td>\n<td style=\"padding:8px;\">Thi\u1ebft k\u1ebf minigame: \u201cB\u00ecnh ch\u1ecdn m\u00f3n\u200c signature\u201d<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:8px;\">Branding-oriented Content<\/td>\n<td style=\"padding:8px;\">The video series \u201cProud of Vietnamese Flavors\u201d by XYZ Hotpot Chain<\/td>\n<td style=\"padding:8px;\">Investing in a short series to build the image of the head chef<\/td>\n<\/tr>\n<\/tbody>\n<\/table><h3>Connect brand values with the expectations of digital diners<\/h3><ul style=\"padding-left: 18px;\">\n<li><strong>Expert J. Berger (Contagious, 2022) commented:<\/strong> \u201cM\u1ed9t th\u01b0\u01a1ng hi\u1ec7u F&B mu\u1ed1n \u2062ph\u00e1t tri\u1ec3n tr\u00ean TikTok c\u1ea7n \u0111\u1ed3ng\u2062 b\u1ed9 h\u00f3a th\u00f4ng \u0111i\u1ec7p \u2013 h\u00ecnh \u1ea3nh, v\u1eeba mang t\u00ednh b\u1ea3n\u200d \u0111\u1ecba, v\u1eeba theo k\u1ecbp th\u1ecb hi\u1ebfu\u2062 gi\u1ea3i tr\u00ed nhanh \u200bc\u1ee7a \u2064gi\u1edbi tr\u1ebb\u201d.<\/li>\n<li>According to DPS.MEDIA, SMEs should regularly survey the community, evaluate the effectiveness of each content campaign, continuously update short video trends, and use measurement tools to make timely adjustments, thereby achieving <strong>strong brand awareness, real conversions<\/strong> outperforming traditional competitors.<\/li>\n<\/ul><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/05\/yvikec.jpg12d8.jpg\" alt=\"Opportunities to increase orders and attract new customers from TikTok\" title=\"\"><\/p><h2 id=\"co-hoi-tang-truong-don-hang-va-thu-hut-khach-hang-moi-tu-tiktok\">Opportunities to increase orders and attract new customers from TikTok<\/h2><h3>Fast-growing channels thanks to viral optimization and short-form content<\/h3><p><strong>DPS.MEDIA nh\u1eadn th\u1ea5y r\u1eb1ng TikTok \u0111\u00e3 t\u1ea1o n\u00ean m\u1ed9t\u2063 \u201cchi\u1ebfc ph\u1ec5u\u201d m\u1edbi \u2063trong \u200bh\u00e0nh\u2062 tr\u00ecnh mua h\u00e0ng ng\u00e0nh \u2063F&B.<\/strong> Taking advantage of food trends and short video formats not only helps brands appear continuously in front of potential customers, but also has a profound impact on trial decisions thanks to the \u201cnatural recommendation\u201d from TikTok's algorithm. According to research by <em>Social Media Today 2023<\/em>, more than <strong>63%<\/strong> TikTok users have discovered and tried new products from short, highly entertaining videos. This is an advantage that Facebook or Instagram can hardly match: almost instant virality, with extremely low initial reach costs.<\/p><ul style=\"margin-left: 2em;\">\n<li><strong>Create a \u201creal people, real stories\u201d effect:<\/strong> TikTok helps restaurants and cafes share real customer experiences, increasing credibility.<\/li>\n<li><strong>Community engagement:<\/strong> Hashtag challenges and mini games remain powerful tools to attract views and interactions.<\/li>\n<li><strong>\u0110o \u200bl\u01b0\u1eddng & t\u1ed1i\u2064 \u01b0u\u2063 \u0111a d\u1ea1ng:<\/strong> The TikTok Ads Manager tool combined with TikTok Shop helps SMEs track conversion effectiveness by the hour \u2013 a feature that many other platforms still lack.<\/li>\n<\/ul><table class=\"wp-block-table is-style-stripes\">\n<thead>\n<tr>\n<th>Criteria<\/th>\n<th>Facebook<\/th>\n<th>TikTok<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Organic reach<\/td>\n<td>Low, requires high advertising costs<\/td>\n<td>High, thanks to the recommendation algorithm<\/td>\n<\/tr>\n<tr>\n<td>Viral potential<\/td>\n<td>Average<\/td>\n<td>Extremely high with creative content<\/td>\n<\/tr>\n<tr>\n<td>Suitable for new brands<\/td>\n<td>Difficult to build an initial community<\/td>\n<td>Very suitable, rapid growth<\/td>\n<\/tr>\n<\/tbody>\n<\/table><h3>Case study: Hotpot restaurant \u201cM\u1edbi\u201d, Ho Chi Minh City increases online revenue by 401% thanks to TikTok<\/h3><p>From the perspective of <strong>DPS.MEDIA<\/strong>, s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a \u200dHotpot \u201cM\u1edbi\u201d \u0111\u1ebfn\u2062 t\u1eeb vi\u1ec7c h\u1ecd t\u1eadn d\u1ee5ng video \u201cBehind teh scenes\u201d \u0111\u1ed9i \u200cng\u0169 \u0111\u1ea7u b\u1ebfp \u2063s\u00e1ng t\u1ea1o \u200cm\u00f3n l\u1ea9u m\u1edbi\u200d l\u1ea1. Ch\u1ec9\u200b sau\u200c 2 tu\u1ea7n, video \u0111\u1ea1t h\u01a1n 80K\u2063 l\u01b0\u1ee3t xem, \u2062k\u00e9o\u200d theo \u200bl\u01b0\u1ee3ng \u0111\u1eb7t b\u00e0n t\u0103ng v\u1ecdt qua \u0111\u01b0\u1eddng link\u2062 Bio. C\u00e1ch th\u1ee9c \u201cl\u00ean s\u00f3ng\u201d theo nh\u1ecbp \u200btrend v\u00e0 chia\u2063 s\u1ebb h\u1eadu tr\u01b0\u1eddng\u200d gi\u00fap kh\u00e1ch h\u00e0ng kh\u00f4ng \u0111\u01a1n thu\u1ea7n xem m\u00f3n \u0103n, m\u00e0 c\u00f2n c\u1ea3m nh\u1eadn c\u00e1 t\u00ednh th\u01b0\u01a1ng hi\u1ec7u\u2063 \u2013 \u0111\u00fang h\u01b0\u1edbng \u0111i DPS.MEDIA th\u01b0\u1eddng g\u1ee3i \u00fd cho c\u00e1c startup\u2062 F&B mu\u1ed1n b\u1ee9t ph\u00e1 tr\u00ean TikTok.<\/p><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/05\/a-gi-4.jpg78e9.jpg\" alt=\"Challenges in image control and brand protection on digital platforms\" title=\"\"><\/p><h2 id=\"thach-thuc-ve-kiem-soat-hinh-anh-va-bao-ve-thuong-hieu-tren-nen-tang-so\">Challenges in image control and brand protection on digital platforms<\/h2><h3>R\u1ee7i \u2063ro lan \u2062truy\u1ec1n \u201cviral\u201d v\u01b0\u1ee3t ngo\u00e0i d\u1ef1 t\u00ednh<\/h3><p><strong>Not fully controlling the brand story<\/strong> is the biggest challenge when marketing on TikTok. User-generated content (UGC) can help brands spread quickly but also carries the risk of being <em>misunderstood, distorting the image<\/em> and even leading to media crises. Data from <span style=\"color:#2d7cdb;\">Harvard Business\u2062 Review<\/span> cho th\u1ea5y 67% nh\u00e0 ti\u1ebfp th\u1ecb \u200dF&B t\u1ea1i\u2064 \u0110\u00f4ng Nam \u00c1 t\u1eebng g\u1eb7p\u2063 t\u00ecnh hu\u1ed1ng h\u00ecnh \u1ea3nh s\u1ea3n ph\u1ea9m b\u1ecb bi\u1ebfn t\u1ea5u kh\u00f4ng ph\u00f9 h\u1ee3p tr\u00ean n\u1ec1n \u2063t\u1ea3ng s\u1ed1, \u0111\u1eb7c bi\u1ec7t l\u00e0 TikTok\u2063 (<strong>2023<\/strong>).\n<\/p><ul>\n<li><strong>Hashtag challenge<\/strong> \u2013 viral but hard to control: For example, a juice campaign by a cafe chain in Ho Chi Minh City received thousands of creative videos from customers, but some videos were offensive, forcing the brand to urgently handle and <u>re-branding<\/u> the original content.<\/li>\n<li>The possibility of appearing <strong>tin \u200bgi\u1ea3 \u200bho\u1eb7c\u2062 clip \u201cb\u00f3c \u200bph\u1ed1t\u201d<\/strong>DPS.MEDIA once supported a bubble tea SME brand in resolving a crisis caused by misinformation about product ingredients spreading on TikTok, which led to a 30% drop in revenue in just 2 weeks.<\/li>\n<\/ul><h3>Adjust rapid response strategy<\/h3><p>Do m\u00f4i tr\u01b0\u1eddng s\u1ed1 bi\u1ebfn \u0111\u1ed5i nhanh ch\u00f3ng, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u F&B \u2064c\u1ea7n\u200b x\u00e2y d\u1ef1ng quy tr\u00ecnh ki\u1ec3m so\u00e1t h\u00ecnh \u1ea3nh\u200b th\u00f4ng minh.<br>\nDPS.MEDIA suggests that businesses should proactively establish a set of Digital Reputation Management Rules, using both AI and manual tools to monitor content.\n<\/p><table class=\"wp-block-table\">\n<thead>\n<tr>\n<th>Solution<\/th>\n<th>Benefit<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Gi\u00e1m s\u00e1t t\u1eeb \u200ckh\u00f3a & hashtag theo \u200cth\u1eddi gian th\u1ef1c<\/td>\n<td>Early detection of harmful content\/negative images<\/td>\n<\/tr>\n<tr>\n<td>Set up automatic response features or warning tags<\/td>\n<td>Gi\u1ea3m nguy c\u01a1 \u201cb\u00e3o\u201d b\u00ecnh lu\u1eadn ti\u00eau\u200b c\u1ef1c<\/td>\n<\/tr>\n<tr>\n<td>Internal crisis management team<\/td>\n<td>Quick response \u2013 protecting brand image<\/td>\n<\/tr>\n<\/tbody>\n<\/table><h3>T\u1eadn d\u1ee5ng gi\u00e1 \u200ctr\u1ecb \u201cmicro-influencer\u201d \u0111\u00fang c\u00e1ch<\/h3><p>According to <strong>DPS.MEDIA<\/strong>, SMEs do not need to chase after explosive viral faces but should choose to collaborate with micro-influencers who match the brand's personality, making it easier to control the message. A typical case study is a handmade pastry brand in Da Nang partnering with 10 <a class=\"wpil_keyword_link\" href=\"https:\/\/dps.media\/en\/famous-culinary-street-in-vietnam\/\" title=\"Top 10 Famous Food Influencers in Vietnam\" data-wpil-keyword-link=\"linked\" data-wpil-monitor-id=\"402\">food reviewers<\/a> young, pre-screening content before release \u2013 thanks to this, the brand maintains a positive image while still spreading strongly on TikTok during Tet 2024.\n<\/p><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/05\/-la-gi.jpg682c.jpg\" alt=\"Tips for optimizing advertising budgets and measuring the effectiveness of TikTok campaigns\" title=\"\"><\/p><h2 id=\"loi-khuyen-toi-uu-hoa-ngan-sach-quang-cao-va-do-luong-hieu-qua-chien-dich-tiktok\">Tips to optimize advertising budget and measure TikTok campaign effectiveness<\/h2><h3>Optimal budget allocation strategy on TikTok<\/h3><p>\u0110\u1ed1i v\u1edbi l\u0129nh v\u1ef1c \u2063F&B,TPS.MEDIA nh\u1eadn th\u1ea5y r\u1eb1ng vi\u1ec7c <strong>flexible budget allocation<\/strong> tr\u00ean t\u1eebng nh\u00f3m qu\u1ea3ng c\u00e1o\u200b l\u00e0 y\u1ebfu t\u1ed1\u2063 then ch\u1ed1t, thay\u200d v\u00ec \u201call-in\u201d v\u00e0o m\u1ed9t video viral duy nh\u1ea5t. Theo Harvard Business Review (2023), \u200cc\u00e1c th\u01b0\u01a1ng \u200dhi\u1ec7u F&B\u200c t\u0103ng \u0111\u01b0\u1ee3c ROI \u0111\u1ebfn 18% khi th\u1eed nghi\u1ec7m nhi\u1ec1u\u200d d\u00f2ng n\u1ed9i dung v\u00e0 \u0111i\u1ec1u ch\u1ec9nh \u2062ng\u00e2n s\u00e1ch \u2063d\u1ef1a tr\u00ean hi\u1ec7u qu\u1ea3 t\u1eebng nh\u00f3m\u2064 kh\u00e1ch \u2063m\u1ee5c ti\u00eau. <strong>Practical example:<\/strong> A milk tea restaurant in Ho Chi Minh City experimented with three different content directions for each customer segment (students, office workers, university students). After two weeks of measurement, the combo \u201cgolden hour\u201d content group for students, which accounted for only 25% of the initial budget, generated 60% of the total orders.\n<\/p><table class=\"wp-block-table is-style-stripes\" style=\"margin-bottom: 2em;\">\n<thead>\n<tr>\n<th>Target Group<\/th>\n<th>1% Budget<\/th>\n<th>Orders Generated<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Students<\/td>\n<td>25%<\/td>\n<td>60% of total orders<\/td>\n<\/tr>\n<tr>\n<td>Office workers<\/td>\n<td>50%<\/td>\n<td>30% of total orders<\/td>\n<\/tr>\n<tr>\n<td>Student<\/td>\n<td>25%<\/td>\n<td>10% total orders<\/td>\n<\/tr>\n<\/tbody>\n<\/table><h3>\u0110o\u200b l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 v\u1edbi ch\u1ec9 s\u1ed1 ph\u00f9 h\u1ee3p \u2063ng\u00e0nh F&B<\/h3><p>You should not rely solely on views or surface-level interactions. Experience from DPS.MEDIA shows that the metrics <strong>CTR (click-through rate)<\/strong> and <strong>CVR (conversion rate)<\/strong> \u2063 mang t\u00ednh ch\u1ea5t quy\u1ebft \u0111\u1ecbnh\u200c khi \u0111\u00e1nh gi\u00e1 th\u1ef1c \u200ds\u1ef1 m\u1ed9t chi\u1ebfn d\u1ecbch TikTok Ads\u2062 F&B. \u0110\u1ec3 t\u1ed1i \u01b0u,h\u00e3y:<\/p><ul>\n<li><strong>Focus on measuring actual behavioral metrics<\/strong> such as the number of orders placed, promo code registrations, or products added to cart.<\/li>\n<li>Link QR codes on videos\/landing pages for more accurate tracking.<\/li>\n<li>Use TikTok Pixel tools combined with Google Analytics to enhance cross-channel comparison and reduce data discrepancies.<\/li>\n<\/ul><h3>DPS.MEDIA\u2019s note: Leverage AI in metrics analysis<\/h3><p>We recommend SMEs apply AI solutions to detect potential customer groups and real-time shifts in consumer behavior.<strong>The book \u201cAI for Marketers\u201d by Jim Sterne<\/strong> nh\u1ea5n m\u1ea1nh: vi\u1ec7c\u200d s\u1eed d\u1ee5ng AI cho\u2062 ph\u00e9p\u2064 lo\u1ea1i b\u1ecf \u200cc\u1ea3m t\u00ednh khi \u200bph\u00e2n ph\u1ed1i ng\u00e2n s\u00e1ch, t\u1eeb\u200c \u0111\u00f3 gia t\u0103ng hi\u1ec7u su\u1ea5t chi\u1ebfn d\u1ecbch l\u00ean \u200ct\u1edbi 22%. \u2064C\u00e1c d\u1eef li\u1ec7u thu th\u1eadp khi \u00e1p d\u1ee5ng tr\u00ean\u2062 TikTok gi\u00fap \u2064d\u1ef1 \u200d\u0111o\u00e1n c\u00e1c \u201cgi\u1edd v\u00e0ng\u201d ph\u00f9 \u2062h\u1ee3p \u2064t\u1eebng\u2062 m\u00f4\u200b h\u00ecnh \u200bF&B, t\u1eeb\u200c qu\u00e1n cafe, nh\u00e0 \u200bh\u00e0ng fastfood cho \u200bt\u1edbi ti\u1ec7m b\u00e1nh nh\u1ecf t\u1ea1i \u0111\u1ecba\u200b ph\u01b0\u01a1ng.\n<\/p><p><img decoding=\"async\" class=\"kimage_class\" src=\"https:\/\/dps.media\/wp-content\/uploads\/2025\/05\/24x536.jpg\" alt=\"Lead creative trends through collaborations with culinary KOLs and TikTokers\" title=\"\"><\/p><h2 id=\"dan-dau-xu-huong-sang-tao-thong-qua-hop-tac-voi-kols-va-tiktokers-am-thuc\">Lead creative trends through collaboration with food KOLs and TikTokers<\/h2><h3>Collaborate with food KOLs: Accelerate brand awareness and content creation<\/h3><p><strong>DPS.MEDIA realizes:<\/strong> Th\u1ecb tr\u01b0\u1eddng\u2063 F&B Vi\u1ec7t Nam \u0111\u1ed5i m\u1edbi nh\u1edd nh\u1eefng\u200c l\u00e0n s\u00f3ng h\u1ee3p t\u00e1c c\u00f9ng KOLs v\u00e0 TikTokers \u1ea9m th\u1ef1c \u0111ang\u200c l\u00ean.\u200b Theo nghi\u00ean c\u1ee9u \u2063t\u1eeb Nielsen\u200b (2023), <span style=\"color:#517890;\"><strong>72% of consumers<\/strong><\/span>    are more likely to trust and try new dishes when shared by their idols on social media. Unlike the traditional approach of simple advertising, smart SMEs have built a diverse \u201ccontent ecosystem\u201d:<\/p><ul>\n<li><strong>The real story inside the kitchen:<\/strong> TikTokers share personal experiences to increase transparency.<\/li>\n<li><strong>Mini game \u2013 culinary challenge:<\/strong> KOLs launch youth trends, quickly creating viral content.<\/li>\n<li><strong>Real feedback from customers:<\/strong> Integrating authentic reviews directly on short video platforms increases credibility.<\/li>\n<\/ul><table class=\"wp-block-table is-style-stripes\">\n<thead>\n<tr>\n<th>2024 trend<\/th>\n<th>Popular channel<\/th>\n<th>Communication effectiveness<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Cook directly with KOLs<\/td>\n<td>TikTok Live<\/td>\n<td>Increase engagement by 3 times<\/td>\n<\/tr>\n<tr>\n<td>\u0110\u00e1nh gi\u00e1 \u200dm\u00f3n \u201ctrendy\u201d<\/td>\n<td>Short-form video<\/td>\n<td>Increase keyword traffic<\/td>\n<\/tr>\n<tr>\n<td>Hashtag challenge<\/td>\n<td>TikTok Campaigns<\/td>\n<td>Create viral content, drive multi-channel traffic<\/td>\n<\/tr>\n<\/tbody>\n<\/table><h3>Unlock creative food content with integrated multi-channel thinking<\/h3><p>Ng\u00e0nh \u2062F&B kh\u00f4ng\u2062 c\u00f2n \u2062l\u00e0 cu\u1ed9c ch\u1ea1y\u2064 \u0111ua \u201cai\u2062 qu\u1ea3ng c\u00e1o \u2062l\u1edbn h\u01a1n\u201d,\u2063 m\u00e0 l\u00e0 <strong>a battle of creative content.<\/strong>. According to DPS.MEDIA, businesses that build a content ecosystem with multidimensional collaboration between food KOLs, TikTokers, and real customers will create a breakthrough in solid brand recognition. For example: <span style=\"color: #F16C6B;\">Bami Queen sandwich shop<\/span> collaborated with a Hanoi food reviewer, regularly organizing the \u201c7 days, no repeat dishes\u201d challenge, resulting in over 2 million views and a 45% increase in revenue in 1 month (source: DPS.MEDIA Q1\/2024 survey).<\/p><ul>\n<li><strong>Creativity focused on brand personality<\/strong> \u2013 KOLs choose to review unique features that only the brand possesses.<\/li>\n<li><strong>Consistent multi-platform experience<\/strong> \u2013 N\u1ed9i dung TikTok, Instagram, fanpage\u200c & c\u1ea3\u200b k\u00eanh \u200dYouTube \u0111\u1ec1u \u0111\u01b0\u1ee3c l\u1ed3ng gh\u00e9p \u2063th\u00f4ng minh.<\/li>\n<li><strong>Continuous success measurement<\/strong> \u2013 Data analytics applications help SMEs monitor effectiveness and optimize each campaign.<\/li>\n<\/ul><h2 id=\"outro\">Final thoughts<\/h2><p>TikTok \u200bkh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t n\u1ec1n t\u1ea3ng gi\u1ea3i tr\u00ed, m\u00e0 \u0111ang tr\u1edf th\u00e0nh m\u1ed9t\u2064 \u201cs\u00e2n ch\u01a1i\u201d \u0111\u1ea7y ti\u1ec1m n\u0103ng cho ng\u00e0nh F&B \u2063t\u1ea1i Vi\u1ec7t Nam \u2014 n\u01a1i c\u00e1c th\u01b0\u01a1ng hi\u1ec7u\u2064 c\u00f3 th\u1ec3 k\u1ebft n\u1ed1i nhanh ch\u00f3ng, g\u1ea7n\u200c g\u0169i v\u1edbi th\u1ebf h\u1ec7 kh\u00e1ch h\u00e0ng m\u1edbi. Tuy\u2064 nhi\u00ean,\u0111\u1ec3 t\u1eadn\u200c d\u1ee5ng t\u1ed1i \u0111a \u200dc\u01a1 h\u1ed9i\u2064 n\u00e0y,\u0111\u00f2i h\u1ecfi doanh nghi\u1ec7p ph\u1ea3i hi\u1ec3u r\u00f5 \u0111\u1eb7c\u2062 \u0111i\u1ec3m n\u1ec1n\u2062 t\u1ea3ng,h\u00e0nh vi ng\u01b0\u1eddi d\u00f9ng v\u00e0 c\u00f3 chi\u1ebfn \u2064l\u01b0\u1ee3c n\u1ed9i\u2063 dung linh ho\u1ea1t,s\u00e1ng \u200ct\u1ea1o.<\/p><p>T\u1ea1i DPS.MEDIA, ch\u00fang t\u00f4i nh\u1eadn th\u1ea5y r\u1eb1ng \u2063TikTok c\u00f3 th\u1ec3 tr\u1edf \u200bth\u00e0nh\u2064 c\u1ea7u n\u1ed1i m\u1ea1nh m\u1ebd\u2064 gi\u1eefa c\u00e1c \u2063th\u01b0\u01a1ng hi\u1ec7u F&B v\u00e0\u200c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, \u0111\u1eb7c bi\u1ec7t v\u1edbi c\u00e1c\u2064 chi\u1ebfn d\u1ecbch\u2063 micro-influencer, video ng\u1eafn mang\u200c gi\u00e1\u2064 tr\u1ecb th\u1ef1c t\u1ebf v\u00e0 n\u1ed9i dung \u0111\u1eadm ch\u1ea5t \u2062b\u1ea3n \u0111\u1ecba. \u0110\u1ed3ng \u2062th\u1eddi, vi\u1ec7c\u200c \u0111o\u2063 l\u01b0\u1eddng\u2062 hi\u1ec7u qu\u1ea3, \u2063\u0111i\u1ec1u ch\u1ec9nh h\u01b0\u1edbng \u0111i d\u1ef1a tr\u00ean ph\u1ea3n h\u1ed3i t\u1eeb\u200b c\u1ed9ng \u0111\u1ed3ng c\u0169ng \u200cl\u00e0 th\u00e1ch th\u1ee9c \u2064v\u00e0 c\u01a1\u200c h\u1ed9i \u200cm\u00e0\u2064 c\u00e1c doanh nghi\u1ec7p c\u1ea7n n\u1eafm b\u1eaft r\u00f5 \u200cr\u00e0ng.<\/p><p>N\u1ebfu b\u1ea1n l\u00e0 m\u1ed9t \u2062doanh nghi\u1ec7p SME trong ng\u00e0nh \u1ea9m \u2063th\u1ef1c \u2013 nh\u00e0\u2064 h\u00e0ng -\u2063 caf\u00e9,\u2062 h\u00e3y b\u1eaft \u0111\u1ea7u t\u1eeb nh\u1eefng b\u01b0\u1edbc \u0111\u01a1n\u200b gi\u1ea3n: hi\u1ec3u ng\u01b0\u1eddi d\u00f9ng \u2064m\u1ee5c ti\u00eau, x\u00e2y \u2062d\u1ef1ng c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u cu\u1ed1n h\u00fat \u2063v\u00e0 th\u1eed nghi\u1ec7m v\u1edbi c\u00e1c \u0111\u1ecbnh d\u1ea1ng \u200bvideo\u2064 s\u00e1ng t\u1ea1o tr\u00ean TikTok. \u0110\u1eebng ng\u1ea1i \u2062th\u1eed \u2013 v\u00ec \u0111\u00f4i khi m\u1ed9t clip ch\u00e2n th\u1ef1c t\u1eeb \u200bkhu b\u1ebfp \u2062ho\u1eb7c kho\u1ea3nh kh\u1eafc tr\u1ea3i nghi\u1ec7m m\u00f3n \u0103n th\u00fa v\u1ecb c\u0169ng \u200b\u0111\u1ee7 \u0111\u1ec3 g\u00e2y \u1ea5n \u200ct\u01b0\u1ee3ng m\u1ea1nh v\u1edbi h\u00e0ng ng\u00e0n ng\u01b0\u1eddi d\u00f9ng.<\/p><p>We encourage you to continue exploring related topics such as how to optimize short-form video content, analyze user behavior data on TikTok, or build a personal brand for chefs\/founders through this platform. Every small step today can be the foundation for a major breakthrough tomorrow.<\/p><p>DPS.MEDIA looks forward to accompanying you on your journey to unlock the power of digital marketing in Vietnam. 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