Introduction – Show Don’t Tell
Video content is supremely important in modern day marketing. Whether you are showcasing your restaurant through social media, web, or email, video content is the most effective means of attracting attention. However, not all videos are created equal. There are important factors to consider when developing your video content.
Know Your Audience
Is your restaurant in a college town where the average age is 20 or is it located in a more retired area? The content you provide should be based on your audience. Younger generations are conditioned to watching fast-paced, flashy content. Older audience typically resonate better to a fleshed out narrative. Before investing in your video projects, take an inventory of what you are and who your audience is.
Less is More
Regardless of your target audience’s age range, your videos should not exceed a range of 1-2 minutes in length. The founding of your restaurant may be extremely interesting, but you will be hard pressed to find an audience that will sit through a 15 minute presentation on it. You have milliseconds to capture the attention of your potential guests. Use your face-time wisely.
Once you’ve identified your audience, tone, and style, publish consistently. One video is not going to build an audience. Think about the principles of cultivating any relationship. Consistent communication is key. Experiment with different types of video lengths. Daily 30 second videos could be your sweet spot, or 3-4 longer form videos per week. The tone of the videos and your audience will be the deciding factor.
The importance of regular video content cannot be overstated. Its use and value will only continue to grow. It’s time your restaurant cashed in on this opportunity.
Challenge: Analyze your audience. Identify the demographic you are catering to and their preferences.
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