When working with new clients on their social media, we always take a chance to assess what works, what looks good, and what’s realistic!
As we all prepare for hospitality venues to get back up and running again (in some form) over the next couple of months, now is a great time to examine your social presence and form good habits now that you can stick to in the long-term. Below, we’ve shared some of our tips for refining your social strategy and nailing the delivery.
Look to insights
As with most decisions, it’s best to be guided by the facts! Jump into Instagram’s insights to check out things like which type of posts perform best, when your followers are most active, and even basic information about your followers that could inform the type of posts that you make.
If your main body of followers are women aged 35-44, consider integrating content that would appeal to them (or skip the regular regrams of 20-somethings with cocktails).
It’s also worth considering how people use your social platforms; if you field a lot of enquiries about what’s on the menu on Facebook, consider sharing more photos of dishes there. If people are looking to book a table via Instagram DMs, start adding a CTA to send a message to your captions there. Bar Alto is a client (and regular haunt) of ours that’s benefitted from a strategy that differs on Facebook to Instagram.
Pass the torch
We know that snapping images for social media often falls by the wayside, which is why working with a strategy can help—you know what content you’ll need (and when), so you can work in advance.
As your menu changes or you notice gaps in the content you have (or can capture on your own), consider getting a photographer in for a shoot every few months to ensure you have plenty of beautiful, relevant, and seasonally-appropriate content to use.
If you’re keeping things low-key and snapping imagery yourself, share the burden with staff and family and friends who are dining, too! You could even consider a competition based on sharing an image to boost the volume of content you have to work with.
Put it in writing
Once you’ve assessed your audience, objectives, and available assets, make a simple table detailing when you’ll post, what type of content you’ll post, and where you’ll post it!
For our hospitality clients, the split will typically include food photos, venue shots, snaps of staff, and regrams from past guests to boost community engagement (and source imagery for free!).
If you’d like to integrate tiles or designed assets into your schedule too, check out our guide to DIY design for social media, and play around with making some assets to have up your sleeve.
If you struggle to find the time to capture, develop, and post effectively on social media, get in touch on firstname.lastname@example.org to discuss how we can help.