Instagram has dramatically transformed the way food establishments connect with their customers.
It is now commonplace to see promotional content on their Instagram feed. Some even have interactive Stories (e.g polls), exciting contests/giveaways (e.g. take a screenshot) and exclusive 'flash-this-image' promotions to entice their customers.
See example below:
Along with this trend, we see food reviews & promotions websites and food bloggers widening their reach and channeling their followers/subscribers to restaurants:
Instagram has undoubtedly overtaken the likes of Facebook (pun intended) and websites as the go-to platform for restaurants, food bloggers and influencers to promote themselves.
With the roll-out of Stories and Live Videos, engagement has never been richer. The interactivity through polls allows customers to have a say and influence the brand. More importantly through the Insights feature, engagement can be measured and analysed to boost future campaign efforts.
Of course, customers are also sold. An article from The Independent, reports that "18–35-year-olds spend five whole days a year browsing food images on Instagram, and 30 per cent would avoid a restaurant if their Instagram presence was weak." Another article reports a whopping 59% of 18–29 year olds use Instagram.
What used to be a "simple photo-sharing app" has revolutionised the consumption of media and the way brands build a digital relationship with their customers.
As I am writing this article, the couple beside me were using Instagram. Husband: "Did you check out this café? They just posted something on their Instagram."