Between running a restaurant, handling staffing issues, and managing the day-to-day, is it feasible for operators to make time for social media?  While it can seem labour intensive, when done correctly, social media can take some of the pressure off your marketing efforts, help create relationships with your guests, increase traffic, and grow your business. Instagram is a platform that is popular for foodies, offering operators a chance to showcase their dishes, interact with guests, and get attention for their restaurant.

RELATED: How social media can shape your menu before it’s even served

Research shows that Instagram users are looking for specific content from their favourite restaurants: 84 per cent want photos of food and drinks, 47 per cent want to see décor and ambiance, and 44 per cent are interested in promos and special offers.

Eye-catching content

With so many users wanting to see food and beverage content, it just makes sense to give the people what they want! This may mean adjusting your menu to offer items that are vibrant, trendy, or offer something unique visually. Menu items like seasonal drinks with floral elements, layered colours or unique textures can become part of a trend, get new eyes on your content, and have guests engaging with your account.

Getting the hang of posting regular content can seem daunting, so try Instagram Stories to share short updates and behind the scenes content. These are intended to be less polished than the posts on your main grid and they only last 24 hours, so they are a great way to practice posting and using Instagram features. Once you start to get regular views on your stories, the people viewing your content will automatically be served your grid posts, so that also increases your views and builds your audience.

Videos are another way to boost viewership and you can use the Reels feature, which is favoured by the Instagram algorithm, so more people see them, increasing your chance of engagement. These video posts are typically between 15 and 30 seconds for best results, and can include any content that you think offers value to your audience.

Engagement

Starting conversation and creating a buzz is key on Instagram, and that means following foodie accounts, commenting on related posts, and focusing on content that is getting attention. You can also use a hashtag strategy to interact with users already focused on food, partner with an influencer to gain access to a new audience or host a contest or giveaway to encourage people to engage with your content. The more comments and interaction you have, the more people see your content, so engagement is a key strategy when trying to build your Instagram brand.

Make Instagram a priority as part of your marketing activity, devoting a set amount of time to each week. Following the 5-3-1 rule can also help you stay consistent and reach your goals. The idea is that when you like five photos and comment on three, you will gain one new follower for your efforts. This strategy can hep you get into the habit of posting and engaging so you can see results as you work to build your Instagram presence.

Instagram is a great place for restaurants to grow their brand, introduce new menus, get to know their customers and their behaviours, and reach a whole new audience. Create a strategy that works for you to build your restaurant business on Instagram.