Storytelling strategies in culinary TikTok content: a case study of seafood restaurant reviews

Referring to Fisher’s Narrative Paradigm, this study examines storytelling as a strategic communication approach within short-form social media content. In the context of the growing influence of TikTok in the culinary sector, storytelling is increasingly utilized by independent creators to convey experiences, build credibility, and foster audience engagement. Framed explicitly as an exploratory pilot case study, this research investigates how narrative elements in TikTok video reviews of seafood restaurants are constructed and how they are associated with audience engagement indicators such as views, likes, comments, and shares. Using a qualitative content analysis approach, an illustrative sample of five TikTok videos reviewing seafood restaurants in Bali was examined. The videos were selected based on their prominence in search results and high view counts and were uploaded between May and July 2025. The analysis was guided by Fisher’s concepts of narrative coherence and narrative fidelity. The exploratory findings indicate that the selected videos demonstrated narrative coherence through structured storylines, consistent sequencing of elements, and clear thematic focus. Narrative fidelity was reflected in the use of colloquial language, spontaneous expressions, and personal experiences that aligned with audience values and everyday contexts. These narrative characteristics appear to support perceived authenticity and trustworthiness. Notably, engagement patterns suggest that structured and relatable storytelling is associated with higher audience interaction, although no causal claims are made. Overall, the pilot study provides illustrative insights into how narrative principles operate within short-form digital environments and highlights storytelling as a relevant strategy in contemporary social media marketing communication.