There are several misconceptions about the use of social media by restaurants. In this article, I will debunk five common myths preventing restaurants from making the most of social media platforms.
1. Close-up food photos should form the basis of the content.
The main misconception about restaurant social media is that only posting pictures of food is enough to attract customers. However, this can turn the account into a simple food exhibition. You can find an alternative approach to food photos in this article.
To truly engage your audience, it’s essential to create a three-dimensional perception of your restaurant and share your restaurant’s story, introduce your team, and convey your atmosphere. This will help in establishing an emotional connection between your restaurant and potential customers.
2. You need to have large budgets to generate social media success.
I often hear that restaurants need a lot of money to succeed on social media, but the key factor is actually the quality and relevance of the visual content. Developing a strategy that effectively conveys your restaurant’s value to your audience can serve as a solid foundation. Crafting compelling content can boost your social media presence and make the most of your available resources.
3. Followers = guests.
Having a lot of followers on your restaurant’s social media account may seem like a sign of success. However, it’s important to think about whether your followers can potentially become visitors. I know a case where one restaurant had many followers and lots of engagement on its social media, but it didn’t translate into more customers. When they looked closely, they realized that most of the followers were from different cities or countries and had no plans to visit the restaurant. They just put likes to the photos and videos. It’s better to focus on building a loyal and dedicated group of regulars instead of just trying to get as many followers on social media as possible. This approach will create a real connection.
4. Discounts and giveaways are the best way to attract customers.
In my book, I have a whole paragraph explaining why discounts are not the best solution for restaurants.
Discounts and giveaways may initially attract customers, but this audience may only visit the establishment when these promotions are available. While this approach may generate initial buzz and followers, it is important to consider the long-term impact. Once the promotion ends, you may see a decline in engagement as these people will likely lose interest in your establishment. It is essential to communicate with an audience that values your restaurant for more than just discounts and giveaways. This will help build a loyal and committed customer base.
5. Ads on social media are a panacea.
You need to show your ads not to everyone or those who simply like your posts but to those who can actually visit the restaurant.
Additionally, it is crucial to create a clear message tailored specifically to your audience before launching ads. This is one of the fundamental aspects.
Now the most interesting. How to do it?
To communicate specifically with your audience, you need to understand three aspects:
– Who are you going to talk with (understand who your audience is)?
– What product will you offer them (and it’s not pizza or sushi. The product is the value of your restaurant)?
– How will you convey to them why they need your product?
By debunking these social media myths and embracing a comprehensive approach, your restaurant can use social media to effectively connect with customers, highlight your unique story, and ultimately increase real-world business growth.