TikTok
- Formats
- Short native videos, duets/stitches, series (day in the life).
- Cadence
- v0: 3–5 posts/week during launch; lean into trends carefully.
- Best practices
- Native audio, fast cuts, text on screen, no hard sell in first 2 seconds.
Best for
Diners under 35 and driver acquisition creative tests.
Creative checklist
- First frame pattern interrupt
- Local Toronto framing
- Soft CTA mid + hard CTA end
- Spark Ads ready assets when boosting
Persona angles
- Diners: “order this tonight in [zone]”
- Drivers: “made $X in 3 hours downtown”
- Restaurants: behind-the-scenes kitchen → “now on UmaMeats”
First diners
Full playbook (keywords, templates, 14-day plan): Diner social launch cookbook.
Driver POV + reviews
Immersive delivery POV + restaurant taste-guide posts: Driver POV + restaurant reviews.