When was the last time you noticed someone take out their phone to photograph their meal? At today’s restaurants, it’s a daily occurrence. People love sharing their adventures on Facebook and Instagram, including their dining and food adventures. For you, as a restaurant owner, that’s all you need to see to realize the importance of social media for restaurants.
Foodies are everywhere, with the popular hashtag #food being used on 250 million posts each month. We live in a society where the concept of “friends” has spread wider than ever, and when friends “talk,” people listen.
A social media strategy is essential for any restaurant these days, but what does that look like? Studies consistently show that people research brands online before making purchases. You’ve probably done it yourself, on everything from looking for a place for dinner to buying a new car.
With a handheld computer in our pockets, it’s only natural we’ve turned to it and asked questions. As a restaurant owner, it’s up to you to be there when customers search for you.
Why Social Media for Restaurants Is Important
Imagine this scenario: You’ve been out running errands all day, and you’re hungry. It’s late, and you don’t want to cook dinner. You pull out your phone and find a restaurant nearby that offers exactly what you’re looking for. You click, follow the directions, and in minutes, you’re in the parking lot and heading in for dinner.
That scenario repeats in every town, in every city, before every meal. It’s a standard practice in how we approach breakfast, lunch, and dinner and every snack in between. With more than one billion searches per month and Google Maps by far the most popular navigation app, it’s more important than ever to be there when hungry patrons pull their phones out of their pockets and search.
Being online is important, but why social?
It’s Efficient and Affordable
While making split decisions is a way of life, we also like planning. Have you ever texted a friend to see if they want to meet at a new restaurant everyone is talking about online? That’s the beauty of social media. Social media advertising is both efficient and affordable, and because your “friends” are talking about it, you’re more likely to listen.
Social media offers transparency to share with your followers, showcase consistency in your brand, and engage with your audience. Plus, it’s free until you decide to advertise, and even then, it’s at a lower cost than many other types of advertising.
It’s Instant
Are your reservation bookings slow today? Go to social media and spark interest. Because your followers are checking their accounts several times a day, if they see your offer for a free appetizer or new menu items, they’re more likely to take action. You can share any news you wish: holiday hours, special events, promotions, menu changes, and more.
It Allows Two-Way Communication
Your audience is on social media talking about you whether you’re there or not. Isn’t it better if you’re involved in that conversation? The younger your audience, the more likely they are online asking questions and making comments—Gen Z rarely picks up the phone to call a restaurant or business. Social media allows you to communicate, strengthen your relationships, and increase brand loyalty.
It’s Visually Enticing
Food is sensual. Food is an experience. The old saying rings true: We eat with our eyes. That’s why people search for ways to make the food more enticing. They share images of mouthwatering food because it’s motivating to us as a culture. Think of it this way: Your customers have the opportunity to advertise for you. And if they’re sharing photos, you should be there too. The hashtag #foodporn has 282 million posts because people are motivated by gorgeous photos.
It Enhances Searchability
People don’t just search using Google anymore. In fact, the younger they are, the more they search social media to find what they’re looking for. If you’re posting content and using SEO specifically for social media, you have a better chance of coming up under searches social media users are researching. While Google doesn’t include social media in its search algorithm, it does indirectly impact a business’s overall searchability. It takes into account popularity, authority, and traffic and boosts those sites that have all three.
What Social Media Platform Should You Be Using?
A search for this question online will lead you in many directions:
- Use Facebook with its billions of monthly users.
- Head to TikTok to get in front of millions of eyes.
- Instagram is all about visual representation.
- Pinterest may be overlooked, but it still has billions of pins related to food.
So, which should you use? The best social media platform to use is the one you’ll dedicate yourself to using.
Decide Which Social Media Sites To Be On
If you’re not on social media, it’s time to select the accounts you’ll be active on. Once there, fill out all your profiles in detail. That means including pertinent information like your hours and contact information. The fewer clicks it takes for a visitor to get details about your restaurant, the better.
Fill Out Profiles Completely
Don’t skimp on the details. It should be professional and match the branding of your website. Use your brand colors, logo, and taglines. Make it easy to move to relevant content, such as your website, other social accounts, reviews, reservations, menus, and contact information.
Start Posting
This is where you can start experimenting. You should have a good mix of engagement and promotional posts, where you’re giving viewers what they want. Yes, social media viewers are motivated by photos. But it shouldn’t always be about buying. How can you share posts so your viewers get to know you?
Analyze
The best thing about every social media site is the ability to track your data. See what people click on. See what hashtags work. And as you learn, give your audience more of what they like.
Yes, social media is a great tool for restaurants. If you aren’t using it, ask yourself: Why?
Want to change that around? Let us help.
