Trend Report: Instagram Stories vs. Snapchat
Welcome to the first edition of The Trend Report! Social media changes constantly, so we’re here to keep you on the cutting edge. Follow along to read about top trends in the industry and apply them in your own restaurant.
Before you dismiss the new Instagram Stories app as the ‘Melania Trump’ to Snapchat, you might want to think twice. For restaurant owners and staff, Stories has opened up an entirely new and easily accessible space where you can share unique content with your previously established following – ultimately providing your fans with a more humanistic vantage point for ‘behind the scenes’ moments happening at your restaurants.
The Beginner’s Intro
For those of you who aren’t quite familiar with either of these applications, not to worry! Both platforms are generally easy to use once you get the hang of it – each allow you to quickly produce content for your following on the fly, without having to worry about polish and perfection, as with the general Instagram feed.
Each application allow its users to take video shots and photos, where they are automatically combined to form a chronological slideshow. They are intended to be a tool that you can use to share all those little moments within your typical day– not just the ones you want to keep on your profile. With both, you don’t have to worry about over-posting, and can share as much as you want in a fun and creatively playful way.
Once you have taken your photo or videos you can then add text or captions to overlay those shots. On either of these apps, you have the option to share your story with your entire following (which is likely much larger on Instagram) , or pick and choose individual or groups of followers that you allow to see your story. After this content surpasses the 24 hour mark, it is then permanently deleted so that you can create a brand new slideshow with new content the following day!
So What’s the Difference?
While many features may feel similar there are a few key differences between Snapchat and Stories that sets it apart as as an extremely effective marketing tool for restaurants.
Audience Reach and Discovery
Perhaps the greatest advantage of IG Stories is the simple fact that your restaurant has probably spent months, or even years building up your follower base. With this new addition, you can now bypass one of the biggest challenges of Snapchat: finding people to follow, and getting them to follow you back. This is a pain, considering your loyal fanbase already exists at the touch of your fingertips. In short, it’s too much hassle moving all of those hard-earned followers over to Snapchat!
In case you hadn’t noticed, the moms of the world are becoming increasingly tech-savvy, and are now flocking to the food-filled land that is Instagram. This stands in contrast to Snapchat, where 73 percent of all of users are millennials… not surprising, since they often use the platform to avoid having their content seen by the prying eyes of their parents.
For restaurants, the landscape means that the content you choose to share on Stories will be dramatically more accessible to the majority of you clientele who likely fall outside of the teen/early 20’s age range.
Why your Business Should be Using Both
Bringing everything full circle, apart from their differences, both Instagram Stories and Snapchat have similar content creation features but as was noted earlier, you don’t need to find a new audience to share those moments with your fans. Whichever platform you like best, we believe both tools will serve you well in creating dynamic content.
One of the most exciting elements of your restaurant are the daily operations and services – this will be entirely unique to your location/dining experience. Are your chef’s hilarious? Do your barista’s hide in the back mocking up tip battle art? How do you guys have fun on the job? Give us the inside scoop. If you haven’t started using either platform at this point, you’re missing out on a huge opportunity to show your fans what’s happening behind closed doors, giving them an engaging glimpse into more playful content than the standard gallery.
Stay tuned for our next feature on the Do’s and Don’ts of using Social Media for your Restaurant.