Social networks are an integral part of our daily lives. Most of us explore apps several times a day in search of information, inspiration, and even entertainment, making social media the perfect place for brands to connect with their audience and promote their services or products for years to come. Especially in the HoReCa industry, where customer interaction is one of the most important elements of the strategy. Getting consumers ' attention, informing them about news items that are being entered, or encouraging them to visit a place or buy a particular product are all tasks that can be achieved through good communication on social profiles.
Research shows that one in three people follow the profiles of food brands or restaurants on social media*. So there are no illusions that proper representation in the world of social media is worthwhile and needs to be taken care of today. With food, it's not only easier, but also more fun than in many other industries. What should HoReCa brands focus on in their communications in 2024?
Favorite algorithm
The year 2023 showed that the attention span of social media users is now less than ever before. This is due to many factors, but it is certainly strongly influenced by the fast pace of life and the eternal lack of time. Thus, the audience is looking for content that will attract their attention from the first second of viewing the post. And nothing attracts attention more than a catchy video from the first second! Transmitting content in a fast, concise, accessible and at the same time attractive way will attract the user's attention and make the TikTok or Instagram video watch several times or save it for later. Why would he do that? Because in the first second, the user will know if a particular message interests them, and the fact that the content will be given in an attractive form will attract their attention longer than the actual duration of the video.
Which video is best suited for social networks of restaurants and food service brands? Show your food in the most delicious way! Thanks to the growing number of food influencers, daily cooking or restaurant choices no longer just satisfy your hunger, but many people perceive it as a culinary experience. It's worth using!
It is worth remembering that the algorithms of platforms such as Instagram or, above all, TikTok, prefer video content, especially those that cause high engagement. After all, short-form videos are the perfect medium to tap into current trends and create viral content. How to fit in with the current trend? There is nothing easier than putting the current trending music, voice or effect that everyone is using at the moment under our video!
Diverse content
Don't be afraid to diversify your content. Introducing different forms of content delivery will allow you to reach different audiences. After all, each of us has our own preferences in consuming social media and assimilating the ideal content for ourselves. The flexibility of content allows you to build stronger relationships with your audience and increase your chances of getting into new groups. The world of social media is changing dynamically, which is why content diversification is not only useful, but also an important element of a communication strategy. Video is currently a favorite of the algorithm, but the audience still attaches great importance to images posted in profiles, especially in the profiles of brands associated with the catering industry.
Mouth-watering photos play a key role, performing not only an aesthetic function, but also are a powerful tool for attracting attention! Audiences often view social media in the blink of an eye, so the key to keeping their attention is an eye-catching photo that will pique their appetite and interest in a particular restaurant or food brand.
Place a bet on an authentic message
In 2024, the audience will pay even more attention to authentic content. Personalization and authenticity remain key elements of an effective social media strategy. Audiences still crave content tailored to their individual needs and preferences. When creating content, keep in mind that in addition to promoting a service or product, it is important to establish deeper relationships with customers, personalizing the experience and showing the authentic face of the brand.
Collaboration with influencers in 2024 should still be one of the components of your marketing strategy. As recent years have shown, audiences value a genuine recommendation from influencers about a product or service. Audiences often identify with the people they follow on social media, feeling that they are closer to their lifestyle. In this way, recommendations from influencers are viewed as more personalized and tailored to individual needs. For several months now, Instagram has an option for sharing a post, which means that a post can be published in two profiles at the same time. How can I use this option in a restaurant or food brand profile? Enrich your profile with content provided by influencers!
The Golden Tip
Keep in mind that social media communication is one of the points of a brand's overall marketing strategy. Make sure that the social profiles of your brand or restaurant match the rest of your strategy. Without a doubt, fitting in with current trends and adapting to your audience's expectations is a challenge that can sometimes be difficult to solve without help. If you are wondering how to deal with the dynamics of social networks, you should use the services of a professional marketing agency.
* "Visual communication in the food industry and HoReCa and purchasing decisions for Poles" - a study conducted by the ARC Market research agency and an opinion commissioned by the creative agency from the kitchen
Junior specialist in Marketing Communications and PR.
He is a graduate of the University of Warsaw and the Main School of Agriculture. We have been in the HoReCa industry for more than 10 years. For many years, he has been associated with the Trip group, Sobienie Royal Golf and Country Club, and the Florentin Restaurant in Warsaw.
She graduated from the Faculty of Architecture of the Warsaw Technical University with a degree in Architecture for the Knowledge Society and Visual Communications at the Polytechnic University of Milan. A specialist in creating a mood. She has gained experience at home and abroad at numerous international seminars (Seville, Lisbon, Florence), fellowships at La Sapienza (Rome), etc. m.in. in Carmi e Ubertis and ADM Milano.
A manager with many years of experience in the cosmetics, food, and children's industries. During his career, he was associated with such companies as: L'Oreal, Samsung, Danone-Nutricia, Unilever. During his professional life, he was responsible, among other things, for the development of e-commerce sales and content in Poland and the countries of Central and Eastern Europe. 
