Command Control of Your Restaurant's Voice Through Video

Command Control of Your Restaurant's Voice Through Video

Social Video and Its Place in Your Restaurant’s Marketing Strategy

In the last decade, I've seen video content play an increasingly larger role in our everyday lives. It has become a medium that has grown beyond the television screen; it now exists on all modes of communication, entertainment, and advertising.

As its prominence rises, so does its ease of use. Everybody has the ability to record, edit, and publish videos. This is most evident on social media. Every top platform is constantly finding ways to make it easier for people to upload, view, and share videos—Instagram, Facebook, Linkedin, SnapChat (of course) TikTok, and even marketplace apps like OfferUp. For this reason, I think it's safe to say that the importance of video marketing has never been greater.

Just to give you an idea of how powerful a medium it is, video increases brand awareness by 170% and brand favorability by 500%. It's on its way to replace the written word, so it would benefit you—the restaurateurs—to really utilize it when marketing your business.

You have to engage your customers. As a perfect example of showing rather than telling, you can use video to show your customers what you're offering them. You can publish short-form organic videos to show them the preparation of your menu items, the atmosphere and ambiance of your venue, and your staff hard at work to ensure guests are enjoying themselves. When potential customers see an organic video of your venue, they are seeing an authentic representation of your establishment and an extension of your voice, not just a block of text describing it. And for the ChefsTable fanatics, as much as I love that high quality, polished production with close-up, slow-mo shots of oozing eggs and chopped scallions—its been proven in many cases, organic DIY videos outperform polished videos.

Reading takes much longer than watching. One of the greatest aspects of visual content is its ability to condense content. Visual aesthetics combined with audio allows the information you are sharing to be delivered several times as fast. In deciding whether or not to come to your place of business, a potential customer may have to read several paragraphs aggregated on sites like Yelp and Zagat. However, if you're publishing video content, someone viewing those videos can get a first-hand experience of what those paragraphs can only attempt to describe. Furthermore, they can experience it instantly. And not only does video make information easier to consume, it makes it easier to create and share as well.

Video in various forms is the medium of the future; there is no denying it. Although text, photos, and infographics each have their place, people will always be drawn to video. It is the most engaging, concise, and immersive way to convey information to your audience. If you want to reach out to the world in a universal language, all you need is video.

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Read also: Video Marketing: The Case for Organic DIY ContentVertical Video Content: Styles for Better Results