In our article THINK_2019 we discussed the year ahead for hospitality
and entertainment design. We looked at what’s in and what’s out in 2019, and
how to position yourself to be relevant without being a victim of
design trend-setters.
In an earlier
article, Pubs vs Clubs, we looked at the recent strength of the
Pub and Hotel industry. In that article, we suggested that to appeal to a
broader demographic Club’s must begin to take the Instagram-effect seriously!
Unlike design
trends which come and go, the age of the Instagram-effect is more than a trend… it’s a cultural shift. As foreign as it may feel, you need to
embrace it or be left behind.
When we refer
to the Instagram-effect we’re
talking about more than just Instagram, we’re talking
about all forms of ‘social media’ and ‘social networking’.
In this
article, however, we’ll focus on Instagram due to its
positioning in the social media landscape as a platform that’s driven by image and visuals and
is currently at the pointy end of marketing for entertainment and lifestyle
venues. But other forms of social media can be leveraged equally as effectively
depending on the situation.
We’ll dive
deeper into the Insta-world and hopefully leave you with
a firmer grip on the impact and possibilities created using Instagram and
other forms of social media. Or at the very least, enough info to satisfy a
water-cooler-chat with the Insta-savvy members
of your team.
To be ‘Instagram
ready’, or creating ‘Instagrammable moments’,
can be done in a variety of ways, but the main thing is that it’s done with a
style and approach that is tailored to showcase your message and brand.
But why…
The buzz and
hoopla around Instagram
influencers, Instagrammable moments and what look like
culinary magazine shoots unfolding at dining tables as the food gets cold, can
be a puzzling phenomenon.
However, when
you strip back the hype and look beyond the generic phrase ‘social media’ and
‘social networking’, what is really happening is direct, targeted and clever
marketing.
There are
over 25 Million active business profiles on Instagram, and the content they’re
posting on Instagram is not just silly memes or who they hung out with on the
weekend. It’s about what they’re consuming, what’s cool, what’s desirable,
where they’re going, why they’re going there, what they ate there and how it
made them feel.
Traditional is media has become less relevant…
Millennials,
Gen Z (and a good chunk of the rest of us) are no longer being reached by
traditional TV commercials. Print media is not considered cost-effective when
compared with social media advertising reach.
Some would
argue traditional media is already
irrelevant.
Do you want a
shock to your system? Follow Gary Vaynerchuck on Instagram or Facebook to get his take on the social media
landscape. He’s almost a walking embodiment of social media…. although he comes
across as brash and egotistical, and it takes a while to ‘get’ him, he’s
genuinely passionate and empathetic about helping people and businesses to
leverage the power of social media.
Like social
media, he’s uncensored and fanatical with language to match (be prepared for a
barrage of ‘expressive’ language). But he and the companies he’s built
epitomise what can be achieved with well-executed social media strategies.
Our phones…
These genius,
intoxicating pieces of technology sit neatly in our palms, ready for action at
the slightest sign of boredom.
Our phones
have redefined consumerism.
More than 60%
of adults online use Instagram. 70% of those users have actively spent time
looking up a brand on the platform (Hubspot, Instagram Marketing, October
2018).
The infusion
of Instagram into both business and personal use is well established and
growing. Venues that respond, accommodate and harness this are setting
themselves up to thrive.
The Basics…
Thinking
practically for your venue, the starting point is to understand that the basic
principle of Instagram is about great visuals.
Businesses
that make the mistake of starting an Instagram account and pumping it full of
notices about upcoming events, photos of staff members receiving awards, or
general community announcements have all the right intentions…. but, but
they’ve missed the mark.
The genius of
Instagram is both the ‘word of mouth’ style marketing and the fact that once
set in motion, others do it for you!
Where to start…
Imagine you
are tasked to walk the street near your venue at a busy lunchtime, or during
the after-work drinks slot, armed with nothing but one
photo to convince a total stranger to come to your business.
To achieve
that the photo needs to introduce your product in a way that excites, entices
and is memorable.
Information
overload means that images that inspire, surprise and delight are the minimum
needed to cut through the chaos and drive interest.
Getting your
business to the starting line can be simple. Do you have any Millennials
working at your venue? Chances are the answer is ‘yes’… and it’d be a
short-priced bet that being a Millennial, this person is also an Instagram
expert.
A great place
to start would be tasking some of your Insta-expert-millennials to
capture something at the venue that could be Instagrammable. Who
knows what retro-chic treasure you may have lying around that appeals to the
visual language of the coming generations.
The
alternative, of course, is designing spaces, elements or experiences into your
venue that are specifically intended to be Instagrammed.
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