In the digital age where every moment is shared, food is not just about taste; it’s a story we tell and relive online. The aroma, the presentation, the story behind each dish—food and drink businesses have a unique opportunity to showcase these elements in the dynamic realm of social media.

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But how important is it, really, for your food business to be active on social media? Well, the numbers speak for themselves. Ryan Olahan, Google’s Managing Director of Food, Beverage & Restaurants, pointed out that there are over one billion restaurant searches on Google every month. A chunk of these searches surely leads to social media profiles. Let’s dive deeper into the significance of social media for food businesses.

Extensive Reach and Brand Visibility

With over a billion restaurant searches on Google every month, a significant percentage of these users are subsequently directed to social media profiles. Did you know that nearly three out of every four customers (72%) rely on Facebook to make restaurant decisions, based on shared images and comments?

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Your food business can’t afford to miss out on this extensive audience. Social media acts as a medium, drawing in potential customers who are already on the lookout for their next dining experience. It not only increases your brand’s visibility but also provides an opportunity to showcase what makes your establishment unique.

Showcase Your Unique Offerings

A whopping 45% of Instagram users utilise the platform to post food images and follow restaurants. This trend presents a golden opportunity to showcase your dishes in their best light, enticing users to pay a visit.

From showcasing daily specials to sharing customer testimonials, social media provides the canvas for you to paint a unique brand image, setting you apart from competitors.

Trust and Online Recommendations

A staggering 88% of consumers rely on online reviews and friend recommendations on social platforms when choosing where to eat. Roughly 22% of customers are inspired to revisit a restaurant due to its social media presence.

Your customers are talking, and their friends are listening. By maintaining an active and positive presence on platforms like Facebook and Instagram, you position your business to benefit from digital word-of-mouth, the modern evolution of the age-old recommendation system.

Enhance Customer Service and Feedback

An impressive 71% of customers are more likely to recommend establishments that respond promptly on social media and offer convenient ordering systems.

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Social platforms like Facebook and Instagram provide avenues to address customer queries, gather feedback, and resolve any potential issues swiftly. This proactive approach can turn a one-time customer into a regular.

Customer Engagement and Loyalty

Posts with images, videos, and written articles have engagement rates of 24%, 26%, and 27%, respectively. Moreover, restaurants that utilise video content on their social profiles enjoy a 33% boost in engagement.

By regularly posting diverse content, such as behind-the-scenes kitchen prep or showcasing your chef’s specials, you create an interactive experience. This not only keeps your audience engaged but fosters a sense of loyalty, making them more likely to return.

Direct Traffic to Your Website

A significant 32% of users head straight to a restaurant’s website after viewing its content on social media.

By having compelling content and a visible link to your website on your social media profile, you create a smooth transition for potential customers to explore your full menu, book reservations, or place orders.

Cost-Effective Marketing

Approximately 8% of small and medium businesses opt for paid social media advertising, predominantly on Facebook. This strategy is not only affordable but also offers targeted marketing, ensuring your ads are seen by potential customers in your locality.

With platforms like Facebook offering detailed insights and analytics, you can refine your advertising strategy over time, ensuring maximum ROI.

Conclusion

To conclude, in the words of Ryan Goff, Executive Vice President, Social Media Marketing Director at MGH., “For restaurant marketers, high-quality social media content, with active engagement practices, has great relevance to consumers. When done right, social marketing content can influence where diners choose to spend their hard-earned money.”

If you’re in the food and beverage sector, ignoring the use of social media isn’t just a missed opportunity; it’s potentially sidelining a significant chunk of business growth.

We’re Metric Connect, a digital marketing agency based in Leicestershire that specialises in bespoke social media marketing strategies specifically for the Food & Beverage industry. Our goal? To substantially increase the exposure of your brand or product.

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