A liquid crystal orientation promoter including a compound represented by the following formula (I) is a material that exhibits a sufficient solubility, has a wide available concentration range, and exhibits excellent liquid crystal orientation promoting property [L1 to L6 represent a single bond, —O—, —CO—, —COO— and the like; Sp represents a single bond or an alkylene group having 1 to 10 carbon atoms; A1 and A2 represent a divalent aromatic hydrocarbon group or a heterocyclic group; T represents the following linking group or the like; Hb represents an alkyl fluoride group having 3 to 30 carbon atoms; k, l, m, n and p represent integers of 0 or more; and o represents an integer of 1 to 4].