Marketing

5 social media tricks to help restaurant marketing succeed

Social media is more engaging and smarter than ever. Here are five tips for restaurants to get the most out of their social media budgets.

Photo by Adobe Stock

June 5, 2023 by Mandy Wolf Detwiler — Editor, Networld Media Group

Social media isn't the same as it was just a few years ago, when Facebook and Twitter stole most of the market. Instagram and TikTok have risen in popularity. Each platform has its own audience, culture and tone, and social media advertising isn't the same on each separate one.

With around seven-in-10 Americans using social media, that's a lot of advertising opportunity. QSRweb talked to a number of social media experts to learn some tricks and tips for successful social media marketing.

Identifying your audience

Dylan Duke, founder and CEO of Glewee, an influencer marketing platform, said restaurants first need to analyze and identify their intended market audience by uncovering their online habits and preferred platforms.

"By honing in on the platforms where your primary demographic actively engages, you can optimize your marketing efforts for maximum impact," he said. "For example, if your target audience is Gen Z, they probably won't be spending a lot of time on Facebook. Study after study show that YouTube and Tiktok are their preferred channels.

"It's essential to grow your presence where your audience resides rather than striving to expand where they are not present. Once you have acquired a customer base, take the initiative to survey them and gain insights into their social media habits."

This valuable feedback will enable you to pinpoint the platforms where your ideal audience spends most of their time, Duke said.

"Armed with this knowledge, you can align your social media strategies and target your marketing efforts precisely on these platforms, ensuring that your brand's message reaches the right audience at the right time. By analyzing and understanding your audience's social media preferences, you pave the way for effective engagement and long-term success in the digital realm."

Focus on visual content

Mark Kaley, public relations manager for Otter Public Relations, said to increase a restaurants social media presence the owner, manager or marketing employee should focus on visual content to drive engagement.

"The visual content should be high quality tailored to resonate with your target audience/customer and visually present an appealing image of the restaurant's food plated properly on the dish," he said. "If the picture looks appetizing, then the social media users are more likely to engage with the photo or video."

Kaley said short videos are more engaging than static photos, such as a time lapse from cooking to plating to delivery of the product to the customer.

Once a social media user offers a response, even one as simple as "yum," the restaurant needs to reply and engage with the comments.

"Simple replies of appreciation for positive statements are sufficient," Kaley said. "The post should also offer a clear call to action (such as) 'visit us today,' 'place a take-out order now', 'click here for free delivery,' etc. Utilize your social media post to drive website traffic and conversions — perhaps a specific landing page with a special offer or promotion that is exclusive for those clicking through. This also provides the restaurant with a measurable metric for response to the post.

"Remember the video post also needs to include relevant and popular hashtags to reach a wider audience and increase visibility of the post."

User-generated content matters

Social media has become an integral part of the restaurant industry, offering a unique platform for restaurant owners and operators to connect with customers, promote their brands, and drive sales, said Kamryn Elliott, marketing manager at Incentivio.

"Have you ever scrolled through social media and seen something that sparked your interest?" she said. "Maybe it was a friend or family member that made you think 'I want to try that!' or 'This looks good!' after showcasing an awesome drink or food in their post. That right there is social proof of the quality of the restaurant's food."

User-generated content of photos, videos and reviews are invaluable, and restaurants should interact with users who tag a restaurant brand or use a hashtag.

"Why does UGC matter?" Elliot asked. "When your customers share their experiences and tag your restaurant's account, potential customers who see these posts are more likely to trust the recommendations and experiences over promotional content. After all, people trust people over marketed media from brands.

"On social media, customers turn to UGC as they would a friend or family member in real life. That's why it's critical for QSRs to actively encourage their customers to share their experiences on social media because it helps build trust with potential customers and drive engagement with their brand. User-generated content is an effective way for brands to connect with customers online and convert them into loyal customers resulting in increased sales."

Consider working with creators

If you see a content creator consistently tagging a brand, consider working with him or her. After all, they obviously already love your brand and are offering you free press. This is especially true when working with influencers on TikTok and Instagram.

"Working with creators is one of the easiest ways to show up authentically on TikTok. They know their communities best, and have taken QSR brands to new heights on the platform," Jodi Porter, US head of dining, global business solutions for TikTok, said.

For example, KFC partnered with TikTok content creator Lili Hayes on a campaign introducing the chicken brand's latest chicken sandwich last year. The TopView advertisement, which featured Lili's impersonation of Colonel Sanders taking viewers through the sandwich's ingredients, resulted in more than 1.1 million likes and an overall engagement rate of 9.3%, according to TikTok.

Hire a social media lead

If all this seems too much, there are companies out there that can help.

"Hire a social lead that naturally sounds like the brand voice you want for your brand and understands how to be successful on your chosen platform," Brandon Rhoten, CMO for GroundTruth, said. "It's much easier to write and be successful naturally than to force it."

Take the time to tie your social wins to real business results, he added. "Your CFO won't care about likes. Correlate to traffic, sales, etc." he said.

Finally, hold back media budget to throw gas on the fire, Rhoten added.

"If something's working organically, boost the post, bring in your PR partner to get positive coverage, and fund additional foot-traffic driving media to make the most of the attention your brand is getting," he said.

About Mandy Wolf Detwiler

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Mandy Wolf Detwiler is the managing editor at Networld Media Group and the site editor for PizzaMarketplace.com and QSRweb.com. She has more than 20 years’ experience covering food, people and places.
 
An award-winning print journalist, Mandy brings more than 20 years’ experience to Networld Media Group. She has spent nearly two decades covering the pizza industry, from independent pizzerias to multi-unit chains and every size business in between. Mandy has been featured on the Food Network and has won numerous awards for her coverage of the restaurant industry. She has an insatiable appetite for learning, and can tell you where to find the best slices in the country after spending 15 years traveling and eating pizza for a living. 

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