Get the Picture - An Epicure's Guide to Instagram

Instagram Like an Epicure

Whether you love it, hate it, are thoroughly confused by it, or have never even heard of it…trust us, you need to be on Instagram.

 Restaurant Marketing on Instagram

With new social media platforms appearing every month, there can be a strong temptation to ignore the new arrivals and focus on the networks you already understand. Unfortunately, if Instagram is not currently in your roster, we are here to tell you it should be. Fortunately, we are also here to ease the transition. As Instagram newbies ourselves, Epicure has been swotting up on Instagram best practice – as well as figuring out what works for us – and this week we will be sharing our new-found wisdom.

The human brain processes images 60,000 times faster than text. Moreover, we remember 80% of what we see but only 20% of what we read. These two facts combined show very clearly why Instagram is a marketing tool brands cannot afford to ignore. That and the fact that Instagram has half a billion users every month, of course.

The secret to its popularity lies in its simplicity – all you need is a good eye and a set of opposable thumbs – and a good eye is not to be underestimated. Steve Jobs understood one key idea when it came to making computers something people wanted in their homes: people like things to look good. Instagram is where people come to work out – and judge – the visual identity of a business and decide whether they like the look of your business.

 Restaurant Marketing on Instagram

Of course, it is a little more complicated than whether or not you post beautiful pictures. Anyone who has just got to grips with Instagram no doubt threw up their hands in despair at the recent introduction of Instagram Stories. A direct threat to rival app Snapchat, the new feature (which allows users to post videos and photos which disappear after 24 hours) marks a new step in digital marketing, one which is less stylised, if not less visual. What Snapchat did, which Instagram had previously been lacking, was allow people a peek behind the scenes, into the lives of the people they followed, in a more raw and authentic way. Whereas in Instagram you create a visual archive, Snapchat merely offers a brief glimpse - think snap-shots rather than photoshoots. Now with Instagram introducing Stories… you can do both!

The key to doing both bits well is to act like a real person. Young people have become better than ever at ignoring traditional ads…so stop trying to sell to them, and simply engage with them! Use Stories to allow your audience a glimpse of the funny, silly, unedited side of your business and, if you don’t have one… perhaps you’re doing it wrong!

Top Instagram Tips

1. Do your research 

Before you start posting, get to know the app a little. Find accounts similar to yours and see what they are doing. Take a look at some of your target audience and get a feel for what they like.

 2. Hashtags

Here is where all that research you did will come in handy! Find out which hashtags are popular for your industry (a good app which can help you is TagsForLikes) and use them. There are pros and cons to using very popular hashtags – on the one hand it gets you in front of thousands of people, on the other your content risks drowning amongst all the other posts out there using that tag. Best thing to do is use a combination of both – use some less popular, more specific tags, and some more popular and generic ones. And never use tags which have nothing to do with your post. Big no-no. Also consider coming up with a hashtag for your brand and making the most of trending hashtags like #ThrowbackThursday.

3. Collaborate

In the words of Vanilla Ice – Stop, Collaborate and Listen. Actually, that’s pretty sound advice for social media as a whole. Find out who people are listening to –  brand influencers like bloggers and popular accounts – and collaborate with them! Let them take over your account for a day or initiate some sort of shared project. Equally important – collaborate with your audience! Comment on their pictures to start a conversation and re-share great posts, turning your customers into brand ambassadors.

4. Think visually 

Instagram is all about the way things look, so have an aesthetic idea in mind before you start. High quality pictures are a MUST. Also, it is worthwhile having a distinctive visual style – picking a specific filter can help with this, as can including other aspects of your branding into images, through logos or colour schemes.

5. Have Fun 

The most important thing of all! Social media may not come naturally to you, but it is designed to be something people enjoy – if you are doing it out of duty, then you’re not really getting into the true spirit of it!

 

A few of our favourite accounts

1.       A Pair of Dirty Pigs @apairofdirtypigs – Great pictures of food – not super-stylised – a mix of restaurant pictures and food they cook at home. Restaurant food pics come with short review of dish plus price point and mark out of 10. Great concept, easy to get on board with.

 Epicure Digital Marketing's Favourite Instagram Accounts

2.       Sauce Communications @saucecomms – A lesson in how to do Instagram marketing…for a marketing agency! Account is all about letting their clients’ work shine. Beautiful pictures, posted regularly.

 Epicure Digital Marketing's Favourite Instagram Accounts

3.       Eat About @eatabout – Excellent use of their logo in the top corner of every picture. Great mix of pictures – finished dishes, dishes in progress, chefs, chefs’ homes, and raw ingredients. Every aspect of the business represented visually.

 Epicure Digital Marketing's Favourite Instagram Accounts

4.       Londoner on the Go @londoneronthego – Quite simply… just beautiful pictures of food! As well as sweeping pictures of London. High quality but all with the same personal style, as if taken on a phone – feels intimate and authentic.

 Epicure Digital Marketing's Favourite Instagram Accounts

And while we've got your attention - why not head over to our Instagram account and say hi!