• Impact of social media on food choices. How social media like Tik-Tok influence consumer food and brand choices and decisions. • Tik-Tok as new communication media. Tik-Tok as efficient platform that food brands can use to post short-form videos that shape consumer behaviour and choices across large masses. • Content creation and strategies. Efficient Tik-Tok content strategies, for example, for attractive and creative videos that captivate audiences. • Advertising and marketing techniques. How can food brands use Tik-Tok advertising to increase their visibility and outreach. • Storytelling as a tool. Storytelling can help build an emotional bond with consumers via Tik-Tok videos. • Role of influencers. Impact of influencers on food industry trends, especially through Tik-Tok, and how influencers can help brands and products grow their popularity. • Transparency and authenticity. Consumer demands for communication transparency and authenticity from brands, especially on social media, and how they form trust.