As you already know, marketing is an essential part of a restaurant business. TikTok, Instagram, and YouTube Shorts are what radio, journal, and flyer ads used to be.
Most restaurant owners are well-acquainted with the idea of restaurant social media marketing. That said, many of us have stopped at posting cool offers and sharing content in the form of photos.
Considering how many potential customers, especially Gen Z and Millennials, are now scrolling through TikTok or Instagram reels it might just be we’re missing out on a good chunk of business.
In this article, we’re going to discuss:
- Is restaurant video marketing actually worth doing?
- What are the best video marketing practices?
- What are some good video marketing examples?
Restaurant Video Marketing – Is It Worth It?
Video marketing is a skill. First, it requires you or your staff to learn how to shoot and edit videos. Even though social media apps like Instagram and TikTok have built-in video editors that work well for the majority of daily posts, you’ll still need some video editing savviness to cut and edit things right.
If you feel more creative and want to go a step further, there are royalty-free phone video editors like CapCut.
Video Marketing Cons
The main cons of video marketing is that it can be quite a bit of work. From scheduling your video content to shooting and editing, you will spend a good amount of time learning.
At the same time, most restaurant video content would be behind the scenes, short-form food showcase videos, or special offer teasers. Shooting an actual video advert using professional equipment is not something most restaurants will ever need to do (in which case, they’d simply hire professionals to do it for them anyway).
So, if we define restaurant video marketing as shooting short-form restaurant videos for social media, these cons don’t really apply. As it happens, up to 75% of smartphone users watch short-form videos on their phones.
Video Marketing Pros
The pros of restaurant video marketing are very straightforward. In 2024, every single social media platform offers video content. Why? Well, that’s because if they didn’t, people would leave for platforms that do offer video content. Instagram reels, for example, receive 22% higher engagement rates than other posts.
Video content is predicted to continue to dominate both in engagement and frequency in 2024 and onward. If you have the means and time to record a couple of shorts every now and then, then yes, video marketing is well worth it.
To sum up, if we define restaurant video marketing as short-form video creation for social media purposes, then video marketing is very much worth doing.
Video Marketing for Restaurants — Best Practices
Now that we’ve established that video marketing is indeed well worth it let’s cut to the fun part and learn how to make it work for you and your customers.
Below are the highlights of what makes effective restaurant video content.
- Understand the goal: The goal of marketing is to bring in more sales. It might be tempting to spend time making creative videos, but the fact is that if they don’t sell your product and bring you revenue, they’re just a fun project. Add your video plan to your restaurant marketing plan.
- Learn from the best: Follow restaurants that will inspire you to create cool video content. There’s plenty to learn online, so spend some time learning different angles and lighting tricks to make your videos extra juicy.
- Highlight your dishes: Create videos of your signature dishes. Focus on the preparation process, final presentation, and perhaps even the inspiration behind them.
- Showcase the dining experience: Capture the ambiance and vibe of your restaurant. Include clips of guests enjoying their meals, the interaction with staff, and any unique features of your restaurant (like a live kitchen, interior decor, or scenic views).
- Behind-the-scenes content: People love seeing what goes on behind the scenes. Create videos showing the preparation process in the kitchen, a day in the life of chefs, a quick interview with a waiter, or how you prepare your best-selling meal.
- Customer testimonials and reviews: Video testimonials from satisfied customers can be more persuasive than written reviews. Encourage happy diners to share their experiences on camera, focusing on what made their visit memorable.
- Select your social media: Different social media platforms have different strengths and audience demographics. Instagram Reels, YouTube Shorts, and TikTok are great for short, engaging content. Most companies repost the same content on all the platforms to reach different age groups, so don’t be shy and share your stuff all over Facebook and Twitter.
- Create themed video series: Consider creating a series of themed videos, such as “Plate of the Week,” “Meet the Team,” or “Cooking Tips,” to keep your content fresh and encourage viewers to return for more. Consider sharing in a story form.
- User-generated content: Encourage your customers to share their own videos enjoying their time at your restaurant. User-generated content can be repurposed (with permission) on your channels, adding authenticity to your marketing efforts.
- Promotional videos for special events & holidays: If your restaurant hosts special events like wine tastings, holiday brunches, or live music nights, create promotional videos to spread the word.
- Measure and adapt: Use restaurant analytics to track the performance of your videos across different platforms. Look at views, engagement rates, and direct conversions (like reservations) to understand what works and refine your strategy accordingly.
How to Do Restaurant Video Marketing: Examples
To get the most out of your video content, you’re first going to have to find some inspiration. We’ve collected a bunch of restaurant social media video content that you can analyze and learn from.1. Detour Gourmand
Detour Gourmand checks all the boxes. Not only is the video well-shot, but it also features captions, voiceover, and even directions. If you were to aim for an ideal, this is it. Make sure to visit the post itself and see that they made sure to enter directions in the post description as well!2. Krojacnica Streetfood
A simple and super-creative way of making a fun short video. This reel is a testament that you don’t have to feature much more than a dish or two if you have the right idea. Whether you own a restaurant, bar, or catering service, you can use this idea to bring more visitors to your restaurant.
3. Odeon
Considering working with a food influencer? If you’re looking to get it right on the first try, you’re in luck. Let’s take a look at how video influencers can promote your restaurant.
Key Takeaways
- Most restaurants will probably never need professional video production—stick to the short-form social media video content.
- Video format is the future—it is predicted to grow only bigger.
- 75% of smartphone users watch short-form videos on their phones.
- Instagram reels receive 22% higher engagement rates than other posts.
- The goal of all marketing is to create content that brings more revenue.
- Test different kinds of content and get inspired by the best in the business.
