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Competition has always been the life’s blood of business. Companies live and die according to their ability to stand head and shoulders above their nearest rivals.
Competition in the restaurant industry, however, is a different beast altogether. In a crowded industry characterized by razor-thin profit margins, restaurateurs are looking to maximize every possible advantage.
But have you considered the benefits of video marketing for your restaurant? If not, you should because, in this all-important, post-pandemic recovery period, harnessing the profound power of video marketing may well be exactly what you need to ensure your restaurant not only survives but thrives.
This article examines why your restaurant needs video marketing and presents some best practices for making and using your marketing videos.
Staging, Lighting, and Best Practices
One of the most important considerations when making a marketing video is, of course, the visual appeal of your content. You can’t simply grab a camera or smartphone and start recording. You need planning and preparation to create a marketing video your target audience can’t resist.
This means that you need to stage and light your shots effectively. In this arena, you should take inspiration from some of your favorite interior designers and the videos they post on social media to market their talents.
What you will likely notice is a cohesive theme to the design, the use of a few statement pieces to tie everything together, and the elimination of any unnecessary clutter. You may also note the use of lots of natural light to give the space a warm and welcoming ambiance.
When you’re planning your visuals, you will also need to consider the aesthetic you want to present to your audience: Is your style more rustic or more modern? Do you want to present your restaurant as a more casual, family-friendly establishment, or do you want to appeal to viewers who are looking for a more sophisticated, upscale dining experience?
Settling questions such as these before you begin recording your video will help you create a more polished, more appealing, and more effective marketing video.
Types of Videos To Try
When it comes to making a marketing video for your restaurant, you don’t have to be limited simply to a traditional “commercial” approach. Instead, have fun and get creative. Mix things up a bit by creating a variety of videos to expand your market reach.
For instance, your videos might feature interviews with your chef or testimonials by happy customers. You might also include some behind-the-scenes content, allowing your audience to get an insider’s perspective on everything it takes to make the magic happen at your restaurant.
If your establishment is a bit unorthodox, then highlight that very thing that makes you unique. For instance, if you have a food truck rather than a traditional store, ensure your community plays a starring role in your videos. Build your footage around the various neighborhoods you serve to help your audience feel like an integral part of your story.
You can even use marketing videos to introduce new menu items, discuss recipes, or present cooking tutorials. All this will help pique your target customer’s interest in and engagement with your business.
Advertising Your Diverse Services
Video can also be an ideal way to promote all the various services and amenities you have to offer your guests beyond even your stellar food service. For example, if your restaurant serves as a party or wedding venue, then you’re absolutely going to want to feature that in your videos.
In such a case, you’ll want to underscore attributes such as the size of the space, its accessibility, as well as its aesthetic appeal. Showcase footage from a range of events that your restaurant has hosted to enable audiences to visualize their celebration in your space. Highlight the adaptability of the space and your ability to transform your restaurant into the perfect location to suit every occasion and style.
Engaging Your Audience
Another critical attribute of an effective marketing video is that it is highly engaging for your audience. You don’t want your target viewer to simply watch your content and then quickly forget it.
Instead, use your videos to facilitate a sort of ongoing “conversation” with your audience. Craft short clips to promote current events. Leverage user-generated content (UGC) posted by guests of the fun times, great food, and excellent service they enjoyed at your restaurant. These videos can be a great tool for engaging your audience on major video-focused social media platforms, such as Instagram, YouTube, and TikTok.
In today’s highly competitive industry, video marketing may well be essential to your restaurant’s success. The good news is that you don’t have to be an Academy award-winning filmmaker to produce highly effective marketing videos. All it takes is a bit of planning, some preparation, and a dash of creative inspiration.