Boosting Engagement for Local Restaurants through Instagram Stories

Jan 31, 2024

3 min read

0

6

0

Let’s be real—if your local restaurant isn’t using Instagram Stories to dominate the social media game, you’re leaving money on the table. In an era where attention spans are shorter than ever, you’ve got to play where your audience is. Instagram Stories aren’t just “nice-to-haves”; they’re the secret weapon for turning passive scrollers into paying customers. This post breaks down the real strategies that drive engagement and get customers walking through your doors. Miss out on this, and your competition is going to eat your lunch—literally.

Why Instagram Stories Matter for Restaurants:

Instagram Stories are an excellent way for restaurants to showcase daily specials, behind-the-scenes content, and customer testimonials in an engaging format. According to Instagram’s internal research, over 500 million users engage with Instagram Stories daily, making it one of the most widely used features on the platform. Additionally, studies show that 58% of users have become more interested in a brand after seeing it in Stories, demonstrating the format’s effectiveness in driving customer curiosity and engagement .

Leveraging Instagram Stories for Growth

Chipotle’s Story Strategy:

A champion of successfully utilizing Instagram Stories is Chipotle.The fast-casual restaurant chain regularly uses Stories to highlight its commitment to fresh ingredients, promotional deals, and customer interactions. During National Avocado Day, Chipotle ran a limited-time promotion that offered free guacamole with any purchase. By heavily promoting this deal through Instagram Stories, Chipotle reported a 68% increase in app orders during the campaign, showcasing how impactful Stories can be in driving both online and offline sales.

Starbucks’ Seasonal Drink Campaigns:

Another excellent case study comes from Starbucks, which leverages Instagram Stories for the launch of its seasonal drinks like the Pumpkin Spice Latte. Starbucks frequently uses polls, countdowns, and GIFs in their Instagram Stories to engage with fans and generate excitement for upcoming launches. According to reports, Starbucks saw a 12% increase in overall engagement during the PSL (Pumpkin Spice Latte) release compared to previous years, largely due to their interactive use of Instagram Stories.

Utilizing Polls, Stickers, and Interactivity to Boost Engagement

Restaurants can significantly boost engagement by incorporating interactive features like polls, questions, and countdown timers in their Instagram Stories. According to research by Instagram, posts that incorporate interactive elements such as polls can increase engagement by up to 20% compared to regular posts . Interactive elements help restaurants gain valuable customer insights, like preferred dishes or feedback on service quality, while also fostering a stronger connection with their audience.

Domino’s Pizza Success:

Domino’s has used polls and interactive elements to engage customers on Instagram Stories. During one campaign, Domino’s asked customers to vote on their favorite pizza topping through Instagram’s poll feature, generating high engagement and encouraging customers to feel part of the menu creation process. This interactive approach resulted in a 15% increase in Instagram engagement for the brand during the campaign .

Showcasing User-Generated Content

User-generated content (UGC) is another powerful way to leverage Instagram Stories. Encouraging customers to share their experiences at your restaurant and reposting their content fosters authenticity and trust. UGC can increase engagement rates by up to 4x compared to regular brand-generated content .

Shake Shack Public Engagement:

Shake Shack is a great example of a brand that consistently uses UGC in its Instagram Stories. By reposting photos and videos from customers enjoying their food, Shake Shack has successfully built a sense of community and trust around their brand. This approach has led to a 22% higher engagement rate on user-generated posts compared to brand-created posts, according to the brand’s social media team.

Promoting Time-Limited Offers and Events

Another way restaurants can leverage Instagram Stories is by promoting time-limited offers, flash sales, or special events. According to Hootsuite, posts that emphasize scarcity or urgency can increase engagement by up to 30% . Adding countdown timers or “swipe-up” links to Stories allows restaurants to build anticipation and drive immediate action from viewers.

Taco Bell’s Limited Promotions:

Taco Bell often uses Instagram Stories to promote time-sensitive deals, such as their limited-edition menu items or free taco giveaways. By creating urgency and leveraging the limited-time aspect of these deals, Taco Bell has consistently driven higher engagement and sales. During one such campaign, the brand saw a 35% increase in traffic to their app and website, largely due to the effectiveness of Instagram Stories .

Conclusion

For local restaurants, Instagram Stories provide a unique opportunity to engage with customers in a fun, interactive, and effective way. Whether showcasing behind-the-scenes content, promoting limited-time offers, or incorporating user-generated content, Stories can significantly increase visibility and drive engagement. By following in the footsteps of brands like Chipotle, Starbucks, and Domino’s, your restaurant can utilize Instagram Stories to boost both customer interaction and sales.