If there’s one social media platform perfectly suited to virtual food brands… it’s Instagram. The platform’s stratospheric success combined with beautiful photography and eye-catching videos makes it a restaurant marketer’s dream.
As of March 2022, there were 34 million Instagram users in the UK. With the largest share of users between 25 and 34 years old (over 30%), closely followed by users in the 18 to 24 year old bracket – it’s great for attracting both Gen Z and Millennial diners.
Indeed, 18-35 years olds significantly increased their use of food delivery services over recent lockdowns, a trend that’s continued ever since. So, the question remains – can you afford not to be on Instagram?
If you’re relatively new to the platform, here’s four tips for building a successful social media strategy for your ghost kitchen brand…
1. Create brand guidelines
Given the popularity of Instagram, it’s important to build a recognisable brand that grabs people’s attention. Create your own detailed brand guidelines, including colours, fonts, logos as well an overall “personality” for your restaurant – and stick to it!
This even applies to aspects such as your Instagram name and bio (linking directly to your website). Keep all written copy “on brand” and use recognizable elements such as your logo for your profile picture.
2. Mix up your content
Whilst consistency is key for brand guidelines, don’t post the same things time and time again.
Instagram allows you to post all manner of content. This includes short and long form videos (for instance, Reels and IG Live), “stories” (that disappear after 24 hours), static images on your homepage… and much more.
With the success of platforms such as TikTok, Instagram is increasingly focusing on their video strategy – so combining useful How To video guides with more traditional food photography, behind the scenes shots and community-driven content is a great way to go.
3. Strategize for success
Planning high-quality content in advance is vital for Instagram. It’s a platform that prioritises beautiful imagery, and if you’re posting rushed photos in a panic – this will negatively impact your engagement and follower rates.
Properly strategize, thinking about ideas and themes relevant to your restaurant, focusing on visually appealing photography (and videos!) that stand out from the crowd.
If you’re just getting started, check out our guide to the dos and don’ts of food photography.
4. Invest in expertise
Managing a successful Instagram account (along with other social media platforms) is a full-time job. From building strategies to scheduling content and creating a community, make sure you’re dedicating the necessary time and expertise for success.
If your budget allows, hire a social media expert to help out (perhaps on a flexible, freelance basis). If not, you’ve guessed it… it’s time to dedicate some time yourself.
Investigate important aspects like hashtags related to your food niche and other popular accounts. Just like your restaurant itself, it’s all about experimenting, tracking, improving – and gradually building a recipe for success.
Peckwater Brands empower kitchen owners to run successful delivery franchises and help with all aspects of branding, social media, staff training, technology and more. To see extra revenue and efficiency from your kitchen, get in touch today.
Topics from this blog: Marketing
