It should come as no surprise that approximately 32% of people text or socialize while sitting down to dinner. After all, we spend a significant portion of our lives on our phones. What is important, however, is that while people are spending time on their phones during dinner, they are also using social media to make dining decisions.
According to new research, 30% of 18-25 year olds would avoid a restaurant if their Instagram presence was lacking. Additionally, a previous study showed social media information impacting overall dining decisions.
It’s clear diners have their phones out, they are using them to make decisions, and they are ready to post their experiences.
Where does Snapchat fit into this?
Snapchat has more than 100 million daily active users. While not all of your restaurant patrons are going to use it when they sit down for a meal, you should definitely consider those who do.
Let’s take a look at the new frontier of Snapchat and how it may impact your restaurant marketing strategy:
Unlocking the Potential of Snapchat
Nearly 54% of Snapchat users log into the platform every day, meaning there is a large potential to reach out to an interactive audience when you use the social network.
Snapchat allows users to upload posts to their Story (they disappear after 24 hours). If they choose to do so, users can also upload their posts to a local Story, which is a collection of posts from people across the platform.
This is where restaurants can capitalize on the use of Snapchat – your restaurant can upload posts to a local Story, which is visible to the public. In turn, you can get the word out about your business and potentially drive more foot traffic.
Going Above and Beyond with Snapchat
There are several other features you can take advantage of if you’re serious about integrating Snapchat into your social media plan.
For example, you may want to consider purchasing a Geofilter for your restaurant. Geofilters are overlays users can utilize on their posts to show their geographic location. Depending on how many people you want to reach and your budget, a Geofilter can get the word out about your business – for instance, a Geofilter delivered to a national audience can be seen by up to 60% of daily Snapchat users.
Another way you can engage Snapchat users is by offering coupons and discounts via your Story. Ask patrons to take a screenshot of your Story to utilize coupons – everyone loves a good deal. For example, 58% of college students are more likely to purchase a brand’s product or service when they receive a coupon via Snapchat.
More than 400 million Snaps are sent every day, meaning Snapchat is likely more than just a fad. Aside from sending coupons and getting the word out about your business through Stories, there are dozens of other ways you can use Snapchat.
Keep in mind that Snapchat gives you a unique opportunity to show patrons what happens behind the scenes at your restaurants. Posting Snaps of your staff and other “behind the scenes” moments can help you build personal connections with your customers.
You can also tease certain meal items or upcoming events through your Snapchat. Making it an exclusive channel can entice your audience and keep your restaurant on their minds. At the end of the day, it’s Snapchat’s versatility that makes it a powerful marketing platform for small business owners.