New to Video? 5 Easy Restaurant Video Content Ideas
Creative content marketing has been on a steady incline in the restaurant industry since major social media platforms – like Facebook and Instagram – started offering business solutions. As time has gone on, marketers have gradually seen a shift in the way users engage with content; while written content and digital photography were once king, video now brings higher rates of user engagement. In fact, reports indicate that users spend one-third of their online time watching video, and by 2020, 80% of the content users consume will be video.
Creating video content for your restaurant may seem daunting, especially when it comes to dreaming up creative ideas. To get you started, we’ve come up with a few simple video content ideas to drive business to your restaurant brand.
- A Day-in-the-Life: Early in 2018, Facebook announced plans to overhaul their algorithm in favor of “meaningful content.” Marketers everywhere asked the question: what exactly is “meaningful content”? The answer is simpler than anyone anticipated. “Meaningful content” simply refers to content that leaves users feeling hopeful, positive, and with a feeling of personal connection, as opposed to the negative feelings audiences associate with mainstream news and politics. As humans, we are built to connect with other human beings and their stories. What better way to connect with your audience than to film a “A Day in the Life” of one of your staff members? Follow your head chef around for the day, and ask them to tell the story of how they came to be in their position. Interview your best part-time waiter, and let them talk about how your restaurant brand’s flexible scheduling allows him to be an artist on the side. While these stories don’t drive business directly, painting your restaurant in a positive light with meaningful content will give you a memorable reputation in the mind of your guests.
- Behind-the-Scenes: Do you offer a signature dish or cuisine at your restaurant that guests order more frequently than others? Create a behind-the-scenes restaurant video of a chef preparing it in the style of a cooking show (think: Diners, Drive-Ins, and Dives-style.) This is a great way to highlight some of the fare you offer while entertaining your audience. A study last year found that food videos dominated Facebook video views, doubling the interactions in the next-highest category.
- Special Events/Functions: Trivia Tuesdays. $2 Slider Wednesdays. Thirsty Thursdays. The annual New Year’s Eve party. Events that your restaurant hosts can be used to your advantage when creating content. Determine your most popular event, and assign or hire someone to record restaurant video throughout. Afterwards, take all of the clips and edit them in a montage-style video to some fun music. Make it short: no shorter than 30 seconds and no longer than one minute. This will attract guests to your next restaurant event and may even encourage an event planner to book their next function at your business!
- “Food Porn” Clips: If you’re a social media user, you’ve likely stumbled across a slow-motion video of someone pulling melted cheese apart on a pizza or grilled cheese sandwich. These types of videos have become known as “food porn,” or close-up videos of food being moved around in a way that makes the audience hungry. These restaurant videos are incredibly easy to produce and work particularly well on Instagram. All you need is a dish with a melted or liquid component, a smartphone with a decent camera, and someone willing to pull the food apart while you film. Other ideas include: twirling pasta in sauce, dipping churros into melted chocolate, and cutting open a poached egg.
- Tell Your Story: This one is similar to the “A Day-in-the-Life” video, but instead of telling the story of an individual employee, you’d tell the story of how your restaurant came to be. You can film this interview-style and show clips of the day-to-day happenings in your restaurant, while the interview acts as narrative audio. As an example, LevelUp partnered with Potbelly last year to allow the restaurant to tell their story.
Now that you have a few ideas, it’s time to execute! If you don’t have the knowledge or bandwidth to create restaurant video yourself, consider hiring an agency or freelancer. Search Vimeo for the kind of content you’d like to produce, and find out if the creator does freelance work. Local art or film schools also tend to have videographers willing to lend a hand.
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