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Restauranteurs, we have some news for you: you’re not just in the food business anymore.

But it’s not just you. None of us are just in one business anymore.

That’s because we’re all in the business of capturing attention.

In a world where smartphones are practically extensions of our hands, attention has become a hot commodity. New content, experiences, and recommendations are being hand-delivered to your customers’ hands, and it’s a lot harder to grab their attention if you’re not part of the conversation.

Which is why social media marketing is no longer a nice-to-have for restaurants—it’s a necessity.

Consider this…

72% of people use social media to research restaurants before choosing a spot
45% of U.S. diners say they’ve tried a restaurant for the first time because of social media
30% of Millennials actively avoid restaurants with a weak social presence

It’s easy to see that people – especially younger generations – are turning to the apps to find their next meal. And if you want to reach your audience, you need to show up where they are.

How restaurants can use social media marketing to their benefit

The fact that your audience (and competitors!) are already there is reason enough to get social. But it doesn’t end there. With dozens of ways to use social media to engage, there are even more potential benefits to embracing the apps:

Build relationships with your customers
Social media allows you to engage directly with your guests, be it answering their questions or re-sharing their posts. This type of ongoing customer relationship builds loyalty, encourages repeat business, and can increase the value of those customers (aka: how much they spend with you).
Promote your restaurant
It’s one of the fastest ways to share mouthwatering photos of your dishes, announce new menu items, and showcase special events and promotions.
Find your biggest fans
Showcasing what makes your restaurant unique – from the dishes to the décor – doesn’t just reinforce your brand story. Thanks to targeted algorithms, you’re more likely to connect with those people who are drawn to what makes you you. Even if they otherwise wouldn’t have found you!
Provide customer service
If a customer has a question or complaint, you can use social media to respond quickly and efficiently. This can help you resolve issues and improve customer satisfaction.

Of course, there’s doing something, and then there’s doing something well.

At least 63% of restaurants have embraced social media marketing. But simply having an account isn’t enough to drive true engagement. If you want to fill more seats, you’ve got to get strategic.

“How,” you ask? Let’s get into it.

Social media marketing for restaurants: Tips for success

Now that we’ve covered the why, let’s talk about how. Here are 5 tips for using social media marketing to strengthen your restaurant’s brand:

1) Treat your brand as a person

Rule #1 of social media marketing: You’re not posting about your brand. You are posting AS your brand. That’s why understanding your brand’s voice and tone is crucial. Are you swanky and sophisticated? Casual and sarcastic? From the images you share to the captions you write, that personality should be shining through at every point.

2) Make it a ~vibe~

Using social platforms to sell, sell, sell isn’t going to win over new followers or guests. Instead, you want to showcase your unique offering, aesthetic. Show off pictures of your signature dishes and cocktails, sure, but don’t stop there. Engage directly with your followers. Tell your story. Make them want to show up at your doorstep.

3) Serve up mouth-watering visuals

We are visual creatures. So never underestimate the power of high-quality, professional photography. From curated hand-crafted cocktails to the perfect melty cheese-pull, capture the essence of your restaurant in its best light.

4) Keep it fresh with regularly updated content

Just like you update your menu based on the season, you want your social profiles to be well-stocked and fresh. Social media marketing isn’t like a traditional ad campaign: a single photoshoot won’t cut it. If you start re-posting the same images over and over, your followers may start to tune out. So refresh your catalog regularly—and be sure to include a variety of shots each time.

5) Break the fourth wall with influencers and UGC

When it comes to marketing, social media is all about authenticity. So working with influencers isn’t something you need to hide—in fact, you can cater to it! You can even take a cue from one Charlotte hot spot and host an influencer-specific event, where they can come snap pics with abandon, and (always find great lighting). Collaborating with influencers and leaning on user-generated-content (UGC) is a great way to build social proof and get people excited about your restaurant.

When it gets too hot in the kitchen, call in reinforcements

We know that navigating the ever-evolving landscape of social media can get overwhelming, even when you’re not juggling the everyday demands of running a restaurant.

That’s when it’s time to outsource.

Working with an agency to create and manage your social content doesn’t just take the task of posting off your plate (pardon the pun). It can boost your overall effectiveness.

An agency can help you:

Devise a social media marketing strategy and content plan based on your specific goals and budget
Create and manage your social content, including photos, videos, and captions
Track your results and adjust your strategy as-needed

Building your online community is a vital and powerful way to stand out. It takes dedicated time and attention, but done right, it can have a powerful impact.

Hungry for more?

Learn more about hospitality branding by downloading our white paper, or reach out to tell us more about what your looking for! (We love talking about this stuff.)

Social Media Marketing For Restaurants: Tips To Build Your Brand