We’ve already shown you how easy it is to sign up for a YouTube account and to start posting videos, but we thought that you might want a little inspiration. While scouring the web for good examples of restaurant marketing on YouTube, it’s now clear that this is a truly underutilized social media marketing channel for small restaurants. In this article, we will look at what makes a good YouTube video and then inspire you with three great examples of restaurants using YouTube. Many large restaurant chains are using YouTube promotion to market themselves, and there’s no reason you can’t follow in their footsteps.
Restaurants using YouTube at low-cost
Let’s say that you don’t have a team of social media strategists or a budget to create your own series of animated videos for YouTube. That’s ok. You don’t need a large budget or fancy equipment to make a good video. Many of today’s smartphones have not only HD video capabilities, but you can download great video editing apps as well. Your set can be your restaurant; your actors can be you, your chef, and your staff. Let’s take a look at some YouTube restaurant channels and videos for some inspiration. And how you can implement some of the same strategies into your own business.
Putting yourself online means opening yourself up to both good and bad reviews. YouTube offers the possibility to respond to negative reviews or criticism in a creative way, and that’s just what McDonald’s did in response to a question regarding what goes into their chicken nuggets. McDonald’s answered the customer question: “What are legitimately in McNuggets; is there pink goop?” by showing how their Chicken McNuggets are made. Fast food restaurant chains have been under a lot of scrutiny in recent years. As customers are demanding to know where their food comes from and what goes into it. As a small restaurant owner, you don’t need to wait for a question like this one. Especially if you already pride yourself on using local quality ingredients. Use YouTube to post a video showing your customers where your food comes from. If you buy your beef from a local farmer, why not make a short video of the farm or film a short interview with the farmer himself?
Okay, so Whole Foods isn’t a restaurant, but we chose this as a good example of the use of YouTube because they implement a few social media marketing strategies that you can try. The Whole Foods YouTube channel is packed full of practical articles about healthy eating. Before you roll your eyes, scroll through their different video topics. Whole foods has cooking videos that talk about different cooking techniques and recipes. There are interviews with different food and wine experts, producer profiles, and a series they call Love Local Stories. While these videos promote products that Whole Foods sells, they also tell a story. They show where their products come from, who makes them, and how to use them at home. Whole Foods is also involving their employees in their social media strategy. So that employees not only answer customer questions in their stores, but also through their various social media channels. There is no reason that a similar strategy couldn’t work in your restaurant, as well.
Finally, let’s look at a smaller restaurant using some of the techniques mentioned above to show that this can, in fact, work on a smaller scale. NoVe Kitchen and Bar is a high-end sushi restaurant in Florida. They have spared no detail on their YouTube channel. It is fully integrated with all of their other social media channels, and it is regularly updated with interesting content like how-to videos, choosing fish, and interviews with their award-winning Japanese chef. The videos are simple, taking the viewer behind the scenes into the kitchen and into the restaurant on a Saturday night, and teaching viewers how to make sushi.
What makes a good YouTube channel?
- Good video campaigns like Chipotle’s “Back to the Start”
- Good videos, which have been edited (don’t worry, you probably already have all of the necessary tools in your smartphone)
- Relevant video content: how-to videos, interviews with your chef
- Videos that tell a story about your restaurant or where your food comes from
- Links to your other social media sites
Social media can be challenging, yet fun. Every restaurant has a story, and YouTube offers an easy way for you to tell yours to the world. It’s important to be consistent — once you start, don’t stop.