Standard copywriter phrases and big banners won’t help, in gastronomic social media, the main thing is visual enjoyment. With it, you can capture the attention of subscribers every day – and an infinite number of times. Of course, if your content is beautiful, appetizing, and not repulsive. Sometimes photos and videos are so good and viral that even targeted advertising isn’t necessary.
Visuals
Food is about flavors. That’s why you need to do everything you can to make the user experience them through the phone screen. Cafes, restaurants, and coffee shops are better off choosing Instagram for promotion because this platform has the highest consumption of visual content. There won’t be a video of a slice of pizza coming off – there won’t be an urge to order it right now. Take the time to find someone who can help you to boost an account on Instagram with the ability to take photos and videos of food with a camera. Ask around to see if colleagues can recommend someone, watch your competitors, and try to mug their expert. Get to know your local Food SMM Community and see who is available right now to take on a new project. Or ask food bloggers to advertise an open position – they have a warm audience and the investment in advertising will be minimal.
Content and rubrics that will help achieve results
High-quality content on social media is important to consumers. If done right, it will make it much easier to grow restaurant business. Social media marketing can have a big impact on where visitors prefer to spend their hard-earned money. Everyone has been saying for a long time that video is a major social media trend. Keep that in mind and increase its share of your content plan to 70%. Compare two simple scenarios: a picture of chocolate fondue with an ice cream scoop and a video of a spoon breaking off a piece of chocolate fondue, dipping it into vanilla ice cream, and dragging it out of the frame. In the second scenario, there are more appetite-inducing images – which is what we work for. The more backstage, the better. Show your audience in publications and Stories the magic that happens in the kitchen: in the serving room, in the cold room, in the chefs’ and waiters’ interactions, in the recipes, and in the chef’s secrets.
Copywriting
Less is better but tastier. Today’s users aren’t used to reading long posts. Photos and videos have taken over everything, so we only have to exquisitely emphasize and reveal visual materials with concise text. Also in the text of the post, you can tell something intimate: demonstrate a recipe from a chef, invite to a private dinner, present a new festival, share a special offer. But no big phrases like “only tonight, only at our place.
People and diversity
Secure the image of the restaurant to the people who work in it. You don’t have to choose the main character, just a uniform, a wide smile, and a dish in hand. After a couple of weeks, subscribers will remember your image and will recognize you in the feed of endless Stories. Work on the rule of rotation of several positions. In order to avoid a monotonous and boring feed, use the following formats: one dish on the table, three courses composition, hand holding a glass, close-up of ingredients, the interior of the place, a waiter holding a dish, and the company of guests in one shot. Alternate photos and videos so that one of the formats does not occur 2-3 times in a row. Entertain your audience by surprising them with each successive piece.