Have something in your pub that says ‘follow us on Instagram’ or prep your staff to say ‘tag us on Instagram’ if they see someone taking photos of food. They are important but one of the most crucial things to do as a venue is to advertise your account. That doesn’t mean you can’t have a really instagrammable cocktail, but what will happen is people will take pictures of that and share them, and then people will talk about it and the pub’s atmosphere as well and how great the service was and that will draw people in. So if you’re showcasing that atmosphere and the kind of people who visit or pictures of happy staff, that will draw more people in than an instagrammable cocktail. Half of that is the staff and half is the other people that go there. The thing that draws people into a pub is the atmosphere, says Santos. How important are instagrammable food, drink and experiences? If you want to use the filters, as long as you don’t pick one that makes your food look bright red or really dark, you’ll be fine. Phones these days have such good cameras that you can’t go too wrong. But people will probably look at it and say ‘my food is not going to look like that when I get there, so what’s the point?’ Whereas if you’re showcasing how it really looks, that’s fine, it’s authentic, and showing people what they’ll get when they get there.
I was looking at a pub’s photos recently and it had done a photoshoot of new menu and the food, and it was so stylised while the table was scattered with petals. If it’s a really stylised shot no one is going to think ‘that’s what I’m going to get when I go into the pub’. What people like about venues on this platform is that the photos look real.
ALCHEMIST BEER IG PROFESSIONAL
They are not professional photos and they don’t need to be. If you look at lots of pubs’ Instagram pages, half of them will have images that are clearly taken by the landlord or someone that works there. There are no official figures on whether it drives trade but if you’re an operator trying to attract the 18 to 30 age group to your venue then it’s the platform for you, because that is the group that uses it the most. There is research that says people follow pubs because it helps them pick where to go and what food to have when they get there. Everybody posts pictures of their dinners on there. In terms of food, it’s a foodie’s paradise. If you’re a pub that does food or that has a nice atmosphere, Instagram is the perfect place to showcase that. Santos says, on Instagram, people can go and search for you and look at your images and get a feel for the atmosphere of the pub, see what it looks like and the people that come. Why should pubs have an Instagram account? Instagram has a high penetration, with a user base, according to e-marketer, that is about a quarter of the UK population. We’ll follow an account, for something like the pub trade, that will make us feel hungry or want to go out. Humans are quite visual in the way they interact and that is why Instagram is so important, because we like looking at pretty pictures. It’s a lot easier get a message or feeling across in an image than in words. That gives businesses the chance to showcase something visually.
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