To Snap or not to Snap

To Snap or not to Snap

That is the question

Who’s not on social media? Whether you’re looking for news, posting photos or hash-tagging, social media plays a role in each of our lives. For many restaurateurs, social media can be a daunting medium, but with the growing number of Millennials in the purchasing power demographic, and Generation Z quickly approaching with even more social media savvy, operators need to stay engaged if they want to stay afloat.

By now, if you’re not using Facebook or Instagram to advertise your restaurant, you’re late to the game. What’s new in social media? Snapchat! It’s a photo and video app used primarily by a young demographic.

Giants like McDonald’s and Dunkin' Donuts have already mastered the platform, creating their own photo filters that become available only when a user is in a location’s vicinity. These filters act as advertising ploys – Oh!, a user may think, upon viewing the filter, We’re by a Dunkin' Donuts! Let’s grab a coffee!

Though the platform itself isn’t all that new, Snapchat has only been playing with businesses for a short time. There isn’t much data available in terms of ROI or the platforms efficacy as it relates to sales, but one thing is fairly certain: if a chain restaurant can master Snapchat, they’ll be better able to appeal to the younger generation.

If you’re considering delving into the world of Snapchat, here are some facts that might help you get started:

You have to be friends, first

Note that Snapchat is less public than many social media platforms. To reach your audience, they have to become “friends” with you first. Think carefully about how you plan to market your Snapchat presence before diving in. Start out by promoting the fact that you’re on Snapchat to the followers you already have on other social platforms, your website and your email list. These people are already your fans, so they’ll be easier conversions than non-followers.

Customers love coupons

Tell your current Facebook, Instagram, and Twitter followers that they’ll receive a $5 off coupon for adding you as a friend on Snapchat. Entice them to send their own snaps from your location by offering discounts on their next purchase for doing so.

Food is your friend

People love looking at food. Head to Pinterest for ideas on how to take high quality food photography, even from a smart phone, and send your Snapchat friends snaps of your latest and greatest culinary creations. Seeing delicious-looking food will draw customers in to taste the final product.

Go behind the scenes

The Story feature on Snapchat allows you to string together multiple photos and videos, and blast out the packaged product to all of your friends. Consumers enjoy getting a behind-the-scenes look at your business – snap photos of your employees having fun in the kitchen, or a video of your chef putting the finishing touch on a lunchtime dessert. This deeper level of connection with your operation creates customer loyalty, as consumers will feel like they’ve joined your exclusive club!


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