Restaurant marketers are notoriously protective of they way their food is portrayed in photos. So it’s no surprise when restaurant brands first started having a social presence, content was simply repurposed from other traditional media. Many would use perfect-looking POP images and post them in social media. Thankfully now, many QSRs embrace real-life, or at least seemingly real, imagery. These new images are being taken at actual restaurants with a smartphone, not in a photography studio after perfectly crafting and lighting the shot for hours. These new photos are more relatable and often are closer to the real customer experience, allowing for a more authentic exchange with the brand’s social community.
Instagram is a popular photo-sharing app that allows users to take a picture, add a filter, and share it either on directly on Instagram or across other social channels. Many brands, QSRs included, have jumped on to this trend to show off their products in a new and different way. Currently there are more than 130 million active users on Instagram, with an estimated 59% of brands utilizing the platform. There are over one billion daily likes and over 45 million photos are shared each day.
Some of the top food brands on Instagram include Taco Bell, McDonald’s, and Dunkin’ Donuts. These brands aim to capture a different, more personal side of their brand that customers can connect with. With the ability to add filters to images, the subject of the photo can take on different moods, thus helping to transform a picture of a burger or cup of coffee into a work of art.
Instagram allows brands to enhance their overall image and sentiment with product offerings and promote core values visually. Brands can curate content ranging from loosely brand-related to product-specific. By incorporating Instagram along with other social platforms, QSRs have the ability to show a completely different side of their brand to their established customers as well as potential customers through sharing via other social channels. These images can also be used as content on the brand’s Facebook page or Twitter feed.
QSRs can even see what fans are taking pictures of by using a tool like Statigram to track hashtags. This is another valuable way to see what your customers are photographing and sharing with their own followers on their social channels.
Some key takeaways:
- Instagram allows brands to engage with users in a unique and personal way that helps to enhance online presence and strengthen social community.
- Through Instagram, brands can drive traffic to other websites and social channels (Twitter, Facebook, Foursquare, etc.).
- Hashtags can be used to help brands gain higher search results and stay relevant in fan conversations.
Additional Author Credit: Stephanie Castro