Navigating social media for your restaurant's marketing can be very daunting, with so many opinions and advice being thrown around.
Some claim social media is dead, while others advocate for relentless, exhausting daily posting. Drawing from our five years of experience, we can say that social media is far from dead; people are as active on it as ever. However, it has evolved, making it more challenging for businesses and restaurants to consistently reach their audience without paying for ads. With users liking numerous pages and joining lots of groups, cutting through the noise has become increasingly difficult.
Among the numerous social media platforms—Instagram, Facebook, TikTok, Snapchat, YouTube, and Twitter—each offers a cost-effective means to engage your audience and spotlight your restaurant's unique offerings.
If you're operating on a limited budget, we recommend prioritising one platform for optimal results. Put your heart and soul into making your restaurant stand out on that one platform.
We would say Facebook stands out as the best choice due to its colossal user base, boasting over 2 billion daily active users worldwide (click here for detailed stats).
Its vast reach and engagement potential make it an ideal platform to showcase your restaurant's personality and offerings.
Platforms like Twitter and LinkedIn may not really yield the best returns for restaurant marketing efforts. When was the last time you looked for restaurant recommendations on LinkedIn or Twitter? For these, we do suggest setting up an account/page and posting one post referring to your website and Facebook page. We also recommend being present on Instagram (as a next priority), then TikTok, Snapchat, and YouTube—limit your efforts here and post when you can to increase visibility.
Overall, social media platforms' algorithms aim to deliver a personalised News Feed experience by prioritising content that is relevant, engaging, and meaningful to each individual user based on their preferences and interactions. Therefore, it's crucial to encourage your customers to engage with your content. If they engage once with you, the platform will show them more of your content! It's how it works.
If you think about it, when you use social media, if you enjoy looking at dancing cats, what do you see more of? That's it, more dancing cats! So think about what you can do to get your customers to engage!
What counts as engagement?
Engagement on social media refers to any interaction that users have with your content. Here are some common forms of engagement:
- Comments: When users leave a comment on your post, sharing their thoughts, opinions, or feedback.
- Shares: When users share your post with their own followers, increasing its reach and visibility.
- Reactions: On platforms like Facebook, users can react to posts with emojis such as "Like" "Love," "Haha," "Wow," "Sad," or "Angry," expressing their emotions in response to the content.
- Clicks: When users click on links, buttons, or media within your post, indicating further interest or engagement with your content.
- Saves: When users save your post for later viewing, indicating that they found the content valuable or worth revisiting.
- Mentions: When users mention your social media handle or tag your account in their posts or comments, increasing your visibility and potentially driving more engagement.
- Direct Messages: When users send you a private message in response to your post, indicating a desire for further interaction or communication.
- Follows/Followers: When users choose to follow your account after engaging with your content, indicating an interest in seeing more of your updates in the future.
How to maximise your restaurants Facebook social media marketing strategy:
1. Quality Content: Invest in visually captivating photos and videos that encapsulate your restaurant's ambiance and offerings, fostering an emotional connection with your audience.
2. Engagement: Promote meaningful interactions by promptly responding to comments, messages, and reviews. Encourage user-generated content by reposting customer photos and reviews.
3. Consistency: Maintain a regular posting schedule to keep your audience engaged and informed. Experiment with diverse content formats, including food photography, staff spotlights, and behind-the-scenes glimpses.
4. Hashtags: Utilise relevant hashtags to enhance the discoverability of your posts and connect with potential customers interested in your cuisine or locale. (Note: on Facebook this isn't as important as it is on Instagram)
5. Promotions and Offers: Leverage social media to promote exclusive deals, discounts, and events, incentivising followers to visit your restaurant and spread the word.
6. Collaborations and Partnerships: Forge strategic alliances with local influencers, food bloggers, or complementary businesses to extend your reach and tap into their audience networks.
In conclusion, social media marketing can be highly beneficial for restaurant owners, particularly when strategically approached.
By prioritising social media marketing, you can effectively engage your target audience, amplify brand awareness, and drive foot traffic to your restaurant. Consistent, engaging, and visually compelling content can set your restaurant apart in the digital landscape and entice customers eager to experience your unique offerings.
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