Guide to restaurant marketing for Instagram
Instagram plays a pivotal role in enhancing your restaurant’s promotional efforts online. According to recent data, 63% of customers use social media to discover fresh restaurants or explore various menu items. Additionally, 32% of eaters visit a restaurant's website directly after seeing its content on social media.
1. Create a brand strategy and voice
Define a unique identity and tone of voice that aligns with your restaurant’s target audience. Start by researching your local area and competition to understand the demographics and preferences of your potential customers. Engage with your existing customers to collect feedback and gain insights into who they are and what they enjoy about your restaurant. Use this information to shape your business's values, personality, and communication style, guiding how you speak to your audience online.
2. Prioritize food photography
Invest in high-quality food photography to showcase your dishes. Hire a professional photographer, or learn basic photography skills to show off your dishes in the best light. If this is out of budget, iPhone photos can easily do the trick with the right lighting, background, and angles!
3. Plan dedicated content days
Shooting content is a must, but it can be time consuming. Consider choosing specific days to photograph your food, and capture captivating visuals for future posts. If you do them in bulk and have “shoot days” you can schedule out content ahead of time easier too.
4. Update your bio link
Ensure the link in your Instagram bio directs users to your restaurant's website, making it easy to explore your menu and generate website traffic.
5. Share user-generated content
Encourage customers to post about their experiences at your restaurant, and share their content on your Instagram page. User-generated content adds authenticity and customers love to see their posts re-shared by their favorite restaurants too.
6. Create a posting schedule
Establish a consistent posting schedule that suits your resources and audience. Whether you’re posting daily, every few days, or weekly, maintaining a regular presence is essential on Instagram. Not sure what to post? Starting with food-themed days is an easy way to stay on trend and get started.
7. Share incentives for following
Offer exclusive perks like special discounts or promotions to your Instagram followers. This encourages them to engage with your content and stay connected.
8. Host giveaways
Organize contests or promotions on your Instagram page, offering enticing prizes, such as gift cards, to build excitement and attract new followers. These giveaways serve as a fun and interactive way to expand your online audience while introducing new customers to your restaurant’s delightful experiences.
9. Make Instagram Reels
Use these Instagram Reels ideas to show short, engaging videos of your food, behind-the-scenes footage, or chef tips and tricks. Reels can help increase your reach and engagement.
10. Engage with your audience
Respond quickly to comments and direct messages to foster a sense of community. Repost customer stories that mention or tag your restaurant to highlight great experiences.
11. Collaborate with influencers
Reach out to influencers/micro-influencers in your community and invite them to dine at your restaurant. Offer them a complimentary meal in exchange for posts about their experience and tagging your restaurant. This can expand your reach and attract new customers.
12. Spend time on your captions
Craft compelling, informative captions for your posts. Include effective keywords and hashtags to improve reach. Engage your audience by asking questions, or encourage them to tag a friend who would enjoy a featured dish.
13. Showcase behind-the-scenes moments
Take your audience behind the scenes by sharing glimpses of your restaurant’s kitchen, staff, and preparations. This humanizes your brand and builds a connection with your followers.
14. Highlight seasonal promotions
Use Instagram to promote limited-time menus, offers, or special events happening at your restaurant. Create a sense of urgency to encourage followers to visit you.
15. Collaborate with local businesses
Partner with businesses in your area like local farms or suppliers to create powerful collaborations. Cross-promote each other's Instagram accounts, and create engaging content together.
16. Leverage Instagram Stories
Take advantage of Instagram Stories to share real-time updates, behind-the-scenes moments, and interactive content. Use features like polls, quizzes, and sliders to engage your audience and gather valuable feedback.
17. Run targeted ads
Use Instagram's advertising platform to reach a wider audience and promote your restaurant to specific audiences or locations. Experiment with different ad formats, like photo or video ads, to see what works best with your target audience.
18. Monitor and analyze your performance
Review your Instagram analytics regularly to understand your content's performance - you just have to make sure your profile is a ‘business account’. Identify which posts generate the most engagement and what times your audience is most active, and adjust your strategy accordingly.
You’re ready for Instagram stardom!
By following these tips, your restaurant can effectively leverage Instagram as a powerful marketing tool. Strengthen your online presence, engage with your audience, and watch your restaurant thrive in the digital world with Instagram!
