The Food and Beverage (FnB) business is something that have big potential. It is a business that could grow exponentially because people would go out of their way to find good food. You have seen people queuing for hours to try a signature dish on a restaurant or heard about months long waitlist for dining experiences. The problem is, the FnB business is saturated by competitors which in turn makes it difficult to stand out, even if you got something that is special. This article is written for the purpose of helping your FnB business stand out so you can gain an edge against your competitor through the power of short videos.
What do you mean by short videos?
Let us first make this clear, by short videos I did not meant something difficult where you needed specific equipment or editing skills. What I meant by short videos are more akin to TikTok videos or Instagram Reels. The reason why I recommended these apps are because they are designed to be relatively easy to use, as they are meant to be used by anybody. You can shoot, edit, and publish your videos all in one app, without significant amount of time wasted.
Here are some video ideas for the FnB business to get you started:
- Behind the scenes videos
This type of videos focuses on introducing the people who work in the business, making it more personable and approachable to your customers
- cooking videos
These videos show the customers how the business prepares the food that is served to the customer. The advantages to these videos are that they entice customers with visuals of food and the business can show that they are treating the food with the utmost care.
- Challenge videos
These types of videos usually have the creator challenging other people to either recreate a dish from the restaurant or even challenge other people to share their creative output promoting the business to obtain a discount. This type of video has been proven to be successful by the massive chain chipotle with their #Boorito challenge where they had customers create a video with their Halloween costume and upload it to social media with #Boorito on it to receive a free burrito.
Okay, so what do I need to start promoting my business?
Before you create your first video and start promoting your business, there are a few things you should first establish so you can create a video that is right for you and attract the audience you want.
- Establish your online presence
Establishing an online presence is crucial to promote your business. Furthermore, these videos are all integrated with a social media function. If you already have an Instagram account, you can start making them to entice your followers to come again or even reach a whole new audience.
- Measure your success
Not all video style will complement your restaurant, which is why it is important to measure your success. By having a solid measurement, you will know which type of content works best for your restaurant. There are a couple of ways to measure your success, you could check the number of audiences attracted to your content by checking on Instagram Insight if you publish it on Instagram or Facebook Analytics if you prefer to use Facebook Instead. More on Social Media Analytics tools.
- Set Some Goals
Setting goals can be a driving force behind content creation. While it might be nice to dream big, there are some rules when you want to set your goals. So to say, your goals must be SMART.
It is also necessary to set both short and long term goals, this will help you in the long run.
For example short term goals you want to attain could include:
- Reaching an additional 500 followers on your social media
- Getting 10 additional frequent visitors to your restaurant
- Improved online rating of the restaurant
And long term goals could include:
- Reach 5000 followers on your social media
- Get Featured in a magazine or online article
- Open a branch of your restaurant within 10 years
- Conduct an Empathy Research
What is an empathy research you might ask? Well, it is a tool to understand your customer better through putting yourself as the customers or asking your own customers. You need to fill in four tables to do this. as you can see in the picture above, these tables are Think, Does, Feels, and Says. It is a straightforward research, but this can help you understand your customer and better accommodate them with tour content. This is especially important for FnB businesses because the business relies heavily on customers, and it will certainly be beneficial to empathize with your customer.
That is a lot of information, can you summarize the advantages for me?
- TIME AND COST EFFICIENT
These short cooking videos are perfect because they are easy to create and eye catching. They are also primarily made by phone without the need for additional equipment or application.
- SOCIAL MEDIA INTEGRATION
These short videos are usually tied to a social media platform where you can create, edit, and publish without any hassle. E.g., Instagram reels, Facebook shorts, and TikTok
- EFFECTIVE AND ENGAGING
These short videos campaign have proven to be effective, evident in Chipotle #Boorito challenge. Viewers can also Recreate the videos easily and spread it.
To sum it all up
Standing out within the FnB business takes a lot of effort, I think that short video marketing could be a niche that you can try without a big monetary investment. Just remember to do proper research on your customer base before making the content you want so you can appeal to the customers you want.
Where can I go look for more Information?
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