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</script>{"id":44824,"date":"2022-03-10T14:11:34","date_gmt":"2022-03-10T14:11:34","guid":{"rendered":"https:\/\/www.liftingroup.com\/expertise\/expertise-contenido-para-rrss-guia-especifica-para-el-sector-de-la-restauracion\/"},"modified":"2022-05-05T14:12:17","modified_gmt":"2022-05-05T14:12:17","slug":"social-media-content-specific-guide-for-the-restaurant-sector","status":"publish","type":"expertise","link":"https:\/\/www.liftingroup.com\/en\/expertise\/social-media-content-specific-guide-for-the-restaurant-sector\/","title":{"rendered":"Social Media content: Specific guide for the restaurant sector!"},"content":{"rendered":"<div class=\"wpb-content-wrapper\">[vc_row][vc_column][vc_wp_text]<span style=\"font-weight: 400;\">Welcome to a new Expertise post: today we&#8217;re going to tell you <\/span><strong>what type of content<\/strong><span style=\"font-weight: 400;\"> you should publish on each social network if you&#8217;re in the <\/span><b>restaurant sector<\/b><span style=\"font-weight: 400;\"> and want to get your business strategy right.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The social networks continue to grow constantly and are now firmly established in our daily lives due to the digital age we&#8217;re living in. Following the 2020 pandemic, use has shot up and there are now <\/span><strong>4200 million users<\/strong><span style=\"font-weight: 400;\">, equivalent to over half the world&#8217;s population.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It follows that being active on them will be indispensable for your company and, as you know, each digital platform stands out with its own personality. In turn, it follows that you need to take several factors into account before starting on your Social Media strategy.<\/span>[\/vc_wp_text][\/vc_column][\/vc_row][vc_row][vc_column]<script>jQuery(function($){$(\"header#header\").addClass(\"transparent-header\");$(\"main#main\").addClass(\"main-with-transparent-header\");});<\/script>[\/vc_column][\/vc_row][vc_row el_class=&#8221;font-size-text-default&#8221;][vc_column css=&#8221;.vc_custom_1578494990562{padding-top: 2% !important;}&#8221;][vc_wp_text]\n<h2><b>Optimising content on digital platforms<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Facebook, Instagram, Twitter, YouTube\u2026: they&#8217;re all different, and therefore so are the audiences you&#8217;ll find in each. A given user might be present on different networks, but it has been shown that <\/span><strong>their behaviour is different<\/strong><span style=\"font-weight: 400;\"> in each; users adapt to the type of content they see on each platform, as they already know what to expect, which is why they entered to navigate there.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We can see a clear example by comparing Instagram and YouTube: in the former, users seek content that can be viewed quickly, like images, carousels, or short videos. By contrast, at YouTube, longer videos are king, and these can easily reach 20 minutes, far more than we would ever see on Instagram.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Creating Social Media content for a restaurant business <\/span><strong>focussing on B2C<\/strong><span style=\"font-weight: 400;\"> is not a simple task, and even less so if we bear in mind generating it specifically for each platform; however <\/span><strong>content reuse<\/strong><span style=\"font-weight: 400;\"> is a possibility.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By reuse, we mean creating a design and giving it a unique tweak for each platform, modifying the format and <\/span><b>arousing interest in the target audience.<\/b>[\/vc_wp_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;font-size-text-default&#8221;][vc_column css=&#8221;.vc_custom_1578494990562{padding-top: 2% !important;}&#8221;][vc_wp_text]\n<h2><b>What content should you publish on your restaurant&#8217;s social media?<\/b><\/h2>\n<h3><b>Facebook<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The <\/span><strong>B2C<\/strong> <span style=\"font-weight: 400;\">social network par excellence on the market, whose main character trait is talking about <\/span><strong>leisure<\/strong><span style=\"font-weight: 400;\"> topics, so that most of its active accounts show the person&#8217;s more private side, with comments on events or interests of all kinds.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It has a special overall impact in Europe among the audience<\/span> <strong>aged 40 to 55<\/strong><span style=\"font-weight: 400;\">, which is currently the group with the greatest buying power, and therefore spends the most. It should be said that this platform is used by people of all ages: for instance, in the United States, both young people from 18 to 29 and people from 30 to 49 use Facebook.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Companies working in the restaurant sector should make the most of this excellent tool for communication, and we give some recommended tips below on how to manage the page of your restaurant.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Create a fan page profile<\/b><span style=\"font-weight: 400;\">: you&#8217;ll have greater interaction with your audience, with statistical reports and promotional tools to hand.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Focus on the <\/span><b>video format<\/b><span style=\"font-weight: 400;\">, which is what works best on this network. Remember that the shorter it is, the more people will view it. The ideal duration will be different for each company, but typically about 1-2 minutes.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use <\/span><b>Facebook Live<\/b><span style=\"font-weight: 400;\">: With this new Facebook tool, you can stream video of, for example, your kitchen team preparing a dish.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Encourage opinions: just like other forums, you can also include <\/span><b>reviews of your business<\/b><span style=\"font-weight: 400;\">, so make the most of this and get your customers to leave their comments.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Activate a button to <\/span><b>make bookings<\/b><span style=\"font-weight: 400;\"> directly at your restaurant, or redirect them to your Whatsapp Business.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Plan specific campaigns<\/b><span style=\"font-weight: 400;\"> to attract new customers in your area.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keep an eye out for private messages so as not to miss any opportunities.<\/span><\/li>\n<\/ul>\n[\/vc_wp_text][vc_single_image image=&#8221;44266&#8243; alignment=&#8221;center&#8221;][vc_wp_text]\n<h3><b>Instagram<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">With over <\/span><strong>1200 million users <\/strong><span style=\"font-weight: 400;\">active each month, this is one of the most consolidated social networks, and with so many accounts, to stand out you need to offer the very best quality content possible. This platform offers a great number of possibilities: Creating an attractive feed, stories, reels, IGTV videos, digital catalogue\u2026 all in the formats of <\/span><strong>images or brief videos.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">This is one of the main social networks for young people, as <\/span><b>71% of the users are under 35.<\/b><span style=\"font-weight: 400;\"> To publish quality content, it is important for you to know your target audience well, and you&#8217;ll have to find out how to talk to them, and their characteristics and interests. <\/span><b>Encourage interaction<\/b><span style=\"font-weight: 400;\"> with your users: questions, questionnaires or voting can help you with this. Raffles are a very good way of reaching new followers and raising the notoriety of your profile.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instagram has become a platform necessary to restaurant companies as it will help you <\/span><strong>to reach more people<\/strong><span style=\"font-weight: 400;\">, awaken interest in your business, offer a new channel for bookings, show what your company is really like inside, and <\/span><strong>convey the values<\/strong><span style=\"font-weight: 400;\"> of your business. We recommend the following to manage it properly:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In your profile description, add your <\/span><b>contact information<\/b><span style=\"font-weight: 400;\"> briefly and directly: webpage, direct link to bookings, type of restaurant\u2026<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Publish<\/span><b> quality images<\/b><span style=\"font-weight: 400;\"> which make people long to be there to try that food.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Publish <\/span><b>frequently<\/b><span style=\"font-weight: 400;\">, such as 2-3 days per week, and try playing around with images, carousels or videos.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Work hard on your photo captions to attract users, and don&#8217;t forget emojis!<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Add from <\/span><b>10 to 15 hashtags<\/b><span style=\"font-weight: 400;\"> to extend your reach. Think of keywords related to your zone, type of cooking, style\u2026<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">User stories to share how your dishes are made, step by step, and play with the tools it offers you (countdown, surveys&#8230;). Share photos in which your customers tag you.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Just as with Facebook, you can stream videos on how to cook a paella (for instance).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Don&#8217;t exhaust your followers with photos of your dishes: <\/span><b>create other types of material<\/b><span style=\"font-weight: 400;\">: photos of the team, the place, customer opinions, recipe videos\u2026 let your creativity run free.<\/span><\/li>\n<\/ul>\n[\/vc_wp_text][vc_single_image image=&#8221;44268&#8243; alignment=&#8221;center&#8221;][vc_wp_text]\n<h3><b>Twitter<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The king on this platform is text, with <\/span><b>rapid, direct and simple<\/b><span style=\"font-weight: 400;\"> messages, as they cannot exceed <\/span><span style=\"font-weight: 400;\">280 characters.<\/span><span style=\"font-weight: 400;\"> In Spain, the typical tweeter is aged between 24 and 65, holds a degree, has high buying power and a <\/span><b>highly critical point of view.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">On this platform, you can post queries or news, or even use it as a customer service channel, while ideally all the content should be accompanied by a striking image, a link, or a GIF to make it visually more appealing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The key on this social network is to provide interesting information <\/span><strong>within 280 characters<\/strong><span style=\"font-weight: 400;\"> so as to arouse the interest of your target audience. It can be used as a tool for promoting events, <\/span><strong>inform our followers of news and centre on opinions<\/strong><span style=\"font-weight: 400;\"> and mentions by our customers.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Share information<\/b><span style=\"font-weight: 400;\"> about your services, dishes, opening hours or events.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tell people about all the <\/span><b>changes<\/b><span style=\"font-weight: 400;\"> in your business.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use it each day to make it the <\/span><b>best customer service channel<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create special offers and discounts<\/span><b> so as to drive the conversation<\/b><span style=\"font-weight: 400;\"> with your followers.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Choose between <b>3 and 5 key hashtags<\/b> to reach more users.<\/li>\n<\/ul>\n[\/vc_wp_text][vc_wp_text]\n<h3><b>YouTube<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">About 2000 million videos are reproduced on this social network each day, and 100,000 million hours are viewed. What works well here is <\/span><strong>longer videos<\/strong><span style=\"font-weight: 400;\"> (5 to 20 minutes) with an <\/span><strong>interactive and dynamic spirit<\/strong><span style=\"font-weight: 400;\">, where users can interact.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Making yourself visible on YouTube is work that requires a lot of <\/span><strong>time and patience<\/strong><span style=\"font-weight: 400;\">. If you&#8217;re capable of creating <\/span><b>quality videos<\/b><span style=\"font-weight: 400;\">, using this platform is recommendable, as otherwise the time invested will not be worthwhile.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You can share your menu, adding an explanation of why you chose those products, or what&#8217;s special about that dish.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Produce <\/span><b>simple recipe<\/b><span style=\"font-weight: 400;\"> videos: it&#8217;s not a question of revealing your secrets, but of creating content so users can eat almost as well as on your premises.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Interview your workers<\/b><span style=\"font-weight: 400;\">, present the team, show how they work.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Get out of your comfort zone: you can generate content with documentaries about <b>your suppliers,<\/b> the vegetable garden you buy food from, the social causes you support, etc.<\/li>\n<\/ul>\n[\/vc_wp_text][vc_single_image image=&#8221;44270&#8243; alignment=&#8221;center&#8221;][\/vc_column][\/vc_row][vc_row el_class=&#8221;font-size-text-default&#8221;][vc_column css=&#8221;.vc_custom_1578494990562{padding-top: 2% !important;}&#8221;][vc_wp_text]<span style=\"font-weight: 400;\">We hope our guidelines have helped you to understand which type of content to publish on each social network, if you are in the restaurant sector. If you are interested in promoting your company on these platforms and need advice, <\/span>at <strong>Lifting<\/strong><span style=\"font-weight: 400;\"><strong> Group<\/strong> we have more than 15 years&#8217; experience in the sector and we will help you increase your business through the Digital Channel.<\/span>[\/vc_wp_text][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"<p>We&#8217;re going to tell you what type of content you should publish on each social network if you&#8217;re in the restaurant sector.<\/p>\n","protected":false},"featured_media":48323,"template":"","expertise_category":[1125],"class_list":["post-44824","expertise","type-expertise","status-publish","has-post-thumbnail","hentry","expertise_category-social-media-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Social Media content: Specific guide for the restaurant 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