When it comes to social media channels, Instagram is where it’s at for food and drink lovers around the globe. In fact, one survey conducted by Facebook (the owner of Instagram) found that “food and drink” is a top interest for 43% of Instagram users — making it the third most popular Insta-interest overall, just a sliver behind travel (45%) and music (44%).
With stats like these, it’s no wonder foodservice establishments of all kinds are clamoring to get a piece of this foodie haven. But how can you do it in a way that actually boosts sales and order volume? It starts with getting people’s attention, turning those people into followers, and then engaging those followers in a way that makes them want to frequent your establishment, tell their friends about it, and order more of all the good stuff you have to offer. Here’s how to do just that.
Make posts Insta-worthy
Beautiful photos and engaging videos are important on Instagram. You can’t just slap up a fuzzy photo of your burger special and call it good. Your posts are a direct reflection of your brand. If your posts are styled, your food is presented in an attractive way, and you take the time to craft clever or informative captions, you’ll be more likely to appeal to audiences. Keep in mind, it doesn’t take a fancy photo shoot or expensive content team to achieve this. By taking advantage of in-app filters and researching a few simple video and photo production tips, you yourself can create content that’ll attract new and loyal followers (aka customers).
Have a hashtag strategy
Hashtags aren’t just a clever combo of words, numbers or even emojis — they are used by Instagram to categorize content and make it discoverable by users. If you use hashtags that appeal to your target audience, your content can show up for user searches and help you attract more followers. You can include up to 30 hashtags on a post and up to 10 on a story. Just do some research to find relevant hashtags that are popular, local, trending and/or specific to your niche or industry. For more advice on hashtags, the social-management platform Hootsuite provides #InstaGood tips in their Instagram Hashtag Guide.
Get creative with content
If you want more people to walk through your doors, order to-go, or simply purchase more with each visit — you need to motivate them. Instagram is one way to do this. Think of clever ways to engage your followers. Post regularly to keep your establishment top of mind for hungry prospective customers. Experiment with contests and giveaways to interact with followers and drive awareness for menu items, promotions, or special events that can drive sales and spark word of mouth advertising. Whatever you do, be creative. Test, test, test and see what works.
Partner with influencers
Leveraging influencers is a great way to generate awareness for your business and reach people beyond your current follower base. Influencers are just what they sound like — people with influence. There’s even a whole world of “micro influencers.” While these people may have less followers than many of the social media “celebrities” out there, they typically have a more engaged, niche follower base. Some may even be open to barter arrangements where they promote your business or takeover your account in exchange for food or drinks. Just make sure influencers are transparent about the arrangement (the Federal Trade Commission has rules on this) and use hashtags like #sponsored, #partner, or #gifted.
Treat your followers like guests
When it comes to marketing your business, there are a gazillion strategies and tactics that can help you drive sales and increase order volume. If you’re ready to give Instagram a whirl (or give it some extra attention), make sure you have the right mindset. The key is to think of your followers as your guests. Serve them the content they love, engage with them, respond to their questions and comments, and give them an overall experience that’s on par with what they’d expect as a patron of your establishment.
For more tips on boosting sales and order volume, visit the Hatco blog and (of course) follow Hatco on Instagram!
