Hey, guys.
Today, we're going to be talking about how to plan Instagram content for your food and
beverage restaurant.
Make sure you guys stay tuned.
So many people have been asking us how do we create such a beautiful feed for our ice
cream shop, and how do you basically come up with the ideas to shoot, and the types
of content to post, and whatnot?
And it is actually something that is super difficult and frustrating for us at the same
time when we first began.
When we first began, I still remember, we would spend like two or three hours trying
to figure out what we should be posting, figuring out about the caption to write, and figuring
out whether the pictures that we take are polished enough, and whether people actually
like them.
Sometimes, we post content, and it is engaging super well, people like it a lot.
Other times, we take pictures and we think it's going to be a hit, but it's a dud.
We don't even know what works and what doesn't work, which is the reason why I'm shooting
this video.
Last week, I shot a video about how do you create 30 days of content for your Instagram
feed all in one day.
And after that video went out, so many of you guys have been emailing us and asking
us, "How do you actually plan for content?"
And that's what this video is all about.
So, let's dive right into this, okay?
Number one thing when it comes to content creation is to figure out what people are
looking to see.
And what I mean by that is go into your current feed right now, and see what types of pictures
people are actually engaging to.
Not just random troll comments, okay?
We're talking about comments that are people actually enjoy your product.
People are like, "Oh, my god.
This is amazing.
Oh, this is really cool.
How do you do that?"
When people ask you questions, you know they're engaging.
When they give you the likes, that means they like it, okay?
Check out the types of content that has the most engagement, that has the most likes.
You're going to be able to find a pattern from there onwards.
Sometimes you'd be posting behind the scenes pictures, sometimes you'd have long form messages
and content, or it could be videos, it could be pictures.
It doesn't matter what it is.
Find that common thread of what people are actually looking for in your specific content,
and that's how you're going to be able to do it.
Go on your competitor's feed and check out, basically, all their posts, and see which
one has the most engagement, which one has people talking about.
And then, we can categorize that type of post, whether it be a long form post, whether it
be a short form, whether it's a quote, whether it's a behind the scenes, whether it's a how-to
video.
Figure out specifically what your demographic are looking for.
Now that you know the types of content that engages the most, that gets the most likes,
that's the cue of the types of content that you need to start creating more of.
Whether it be a long form post, or whether it be a behind the scenes, this is your customers
telling you what they want.
So when, in the future, it should influence the type of content that you're creating.
That's how you find out the types of content.
The second way of planning your content is this crazy tool called AnswerThePublic.
And what this is does is, basically, you put in there a keyword, and once you put in your
keyword, it automatically generates the way that people search using this keyword.
Anywhere from "How do you make ice cream?" to "What types of ice cream is the best?",
or "Which type of ice cream is the fattest?".
And from all these questions, these are all ideas on the types of content you can create
because these are the types of content that people are actually searching for online.
And this tool allows you to never run out of ideas because it has hundreds of questions
in there just for one keyword.
So, imagine, if you're running a restaurant, you have tons of ingredients in there.
Then now, you have tons of content that you can actually shoot for your demographic.
This is a super powerful tool.
You're not going to run out of topics to talk about because, after using this tool, you
can put in any keywords, and you're going to generate tons and tons of keyword ideas
of how people are searching for this specific term.
So, next time, if you're thinking about creating content, this is a really good tool that allows
you to come up with content ideas.
Now, the third way to content plan for your Instagram is to look at all the events.
I'm talking about all the events from National Hot Dog Day to National Ice Cream Day to National
Strawberry Day.
These are all crazy ideas that you can actually implement, and create content for, for your
Instagram feed, and for your food and beverage business.
Be creative with this whole aspect.
This is what makes you become relevant.
This is what gets people talking about you.
And that's the whole point of us running Instagram, is to be able to stay in the loop, be in front
of customers, and be top of mind.
That's how you're going to get them through the doors all the time.
And ultimately, that's why you're doing this.
So, make sure that, if you're doing your content planning, this is a super crazy tool that
we always use, is to be able to check the types of events that are happening on a daily
basis, and we've planned this a whole year in advance.
So, go on Google, check out the types of events that are happening, and then from there onwards,
find the type of events that actually you can have different spins on.
So, for example, if there's a National Ice Cream Day, for us, we make a nice National
Ice Cream flavored, right?
If it's National Strawberry Day, then we make a strawberry ice cream.
So on and so forth, right?
So, then also there are the big holidays that are happening as well: Mother's Day, Halloween,
Christmas.
Those are all opportunity for you to be able to create content for Instagram and to stay
relevant.
Now that we've talked about the three types of content that you can create, whether it
be your own engaging content and your competitors engaging content, to what the public is actually
searching for, to the types of events that are happening within the area, now we're going
to dive into the type and the format of content you want to be able to create for your Instagram
feed.
There are basically three types of content format: video, story, and pictures.
Now, of a video: video is super important, and it is the future because of the fact that
everything is fighting for our attention.
Simply having a picture is just not good enough.
Video is the way to go, which is the reason why so many people are creating videos out
there nowadays, because it captures your attention, because this is the way to be able to come
out from the noise.
So, if you have an opportunity, definitely go hard, and go double down on creating videos
for your content, because if pictures says a thousand words, then video is times a hundred
of that, okay?
Some possible video ideas could be behind the scenes.
You can be taking videos of your chef cooking, or it could be taking pictures and videos
of your customers enjoying your products, or taking a video of you creating a product,
or taking a video of you or your team going out there and shopping, basically telling
a story.
The whole point of doing video is to make it engaging and make it fun.
So, make sure that if you have an opportunity, shoot more videos for your brand.
The second format of content is pictures.
I'm not going to dive too deeply into this.
Be creative with your pictures.
Make sure that it's actually fun and it tells a story.
And picture is only one thing: focus on the caption.
Tell a story within the caption.
A long form caption is what really connects with the people, and that's how you're going
to be able to get more engagement.
Tell a story, teach something, be educational at the same time.
The third format of Instagram content is IG Story.
This is something that is so underrated at this point.
This is something that a lot of people don't utilize because they think it's something
that is so unpolished, and which is why they don't post so much on IG Stories.
If you think about pictures and videos as the finished movie product, then IG Stories
is the bloopers.
It's the stuff that engages with people.
It's the stuff that actually truly connects with people because it shows the rawness,
the realness.
And people love that.
So, if you have an opportunity, shoot some behind the scenes videos on your IG Stories.
Show people how you make the products.
Show people where you shop for your ingredients.
Show people how people are engaging with and trying your products, and loving it.
Show them what you're going through.
That's where you're going to truly connect with your customers, is by going on IG Stories.
The whole point of you doing Instagram content and planning all these, at the end of the
day, is to connect with your customers.
And why would you want to connect with them?
It's to make sure that you make them feel a certain way, to have that trust, that credibility
for them to come in again and again.
That's the whole point of you shooting and planning Instagram content, is to connect
with your customers, to develop the raving fan base.
Today, we just shared with you how do you plan your content, and the types and the formats
of content that you can distribute out there.
I really hope you find value in this.
If you do, give us a thumbs-up.
Leave us some comments below and tell us how you connect with your customers.
Otherwise, I'll see you in the next video.