In today's episode we talk about:
Aaron: [00:00:16] Hey, guys. Thanks for jumping in and giving us your ear. I heard that on another podcast. Christian's dancing in the background, and I like that. Giving us your ear. So whether you're out on a run or riding your bike or working, and I've heard a lot of people listening to podcasts on the desktops now while they're working which is cool. So either way, we really appreciate you for subscribing, downloading, and listening to the podcast. We hope that we are adding some real value to you guys, and we have a really cool episode for you. And it is for bakeries. So you know, anybody in the pastry industry, this is for you. How a bakery should use Instagram to market their business online, and this is going to make me probably pretty hungry. We're recording this in December. So we have a lot of sweets and treats and stuff in the office. So we may snack on them later, but today we're going to cover creating videos daily. Very important there. Using stories to create how-tos, tips, contests, even polls. Creating a theme in hashtag, and then staying consistent with your Instagram posting. And then following food and local hashtags to jump in on conversations with other businesses or other people who are your potential audience in that area.
Christian: [00:01:33] Yeah. I mean, we're basically covering- This is almost like an Instagram 101 if you think about it.
Aaron: [00:01:42] Yeah. Maybe 102. They should probably have 101, get the Instagram profile.
Christian: [00:01:46] We're- This is 102, you know, how to really get it cranking and going. So the very first thing here - and this is something we've noticed and other marketers have noticed - is creating videos on Instagram gives you a lot more exposure than just regular pictures or photographs. So creating daily videos, it's a great way for a bakery to, you know, really shine on Instagram, and it shouldn't be really hard to create these videos. I mean, Instagram gives you a lot of tools. For example, they have the hyperloop. They have-
Aaron: [00:02:24] Stop zoom. That's like- I feel like that's made for food when you zoom in on food.
Christian: [00:02:29] Yeah. They have the stop animation one. So these are all just things inside of Instagram where you can create videos.
Aaron: [00:02:35] Live. I mean.
Christian: [00:02:36] Yeah, you can make a live video, but for example, like just as a bakery if you make bread, you know, the rising bread. Like that could be like one of those animations that goes back and forth.
Aaron: [00:02:47] Boomerangs.
Christian: [00:02:47] Yeah, boomerangs. So you have a lot of creative stuff that you can do with videos, and if your bakery, like there's so much visually that you can capture with video that is going to make everyone hungry really.
Aaron: [00:03:01] I think before we jump even farther into this the bakers are typically the ones who love making the food but get to capture it. So this is just an incentivizing way for us to tell you, you make great food and you bake great food, but you have to document it. Otherwise, people aren't going to know about it, and we want to see it. I mean, that's one of the- I think it's what? The highest trending thing on Instagram besides like fitness is looking at food?
Christian: [00:03:31] Yeah, absolutely. And yeah, the other thing with videos is, you know, making- I mean, you were talking about making the food, but making food Instagram-ready. I used hand quotations.
Aaron: [00:03:45] I don't think they saw that.
Christian: [00:03:47] No. They probably didn't see it.
Aaron: [00:03:48] Oh, they didn't? Okay.
Christian: [00:03:49] But a lot of people are using this, and we went to- Megan and I went to a taco place here in Dallas, and the only reason why we went to that taco place was because their photos and videos that they were doing on Instagram were like amazing. Like the food looked awesome, and they may have used like some gimmicky stuff here and there. But it's still- I mean, it draws in, and it made us go to that location and try their food.
Aaron: [00:04:17] So we want to support local business. What was the name of this location?
Christian: [00:04:20] OMG Tacos.
Aaron: [00:04:21] OMG?
Christian: [00:04:22] Tacos, and very cool thing. They use- They sprinkle Hot Cheetos in some of their tacos.
Aaron: [00:04:34] Wow.
Christian: [00:04:34] Yeah. But the thing is- Okay, so yeah. That kind of a surprise to you, but that was kind of more like a gimmicky thing because you can't really taste it that much. But regardless it was pretty cool, and it gives you a little bit of flavor in there.
Aaron: [00:04:47] Yeah, potentially, but the fact that they used it and probably had a placement of the bag in the background or something.
Christian: [00:04:53] Yeah. So as a bakery, I mean, you can do a lot of things with like cereals or- And using this with like donuts where they do crazy things with donuts.
Aaron: [00:05:01] Yes. Hurts Donuts and then Rise Donuts in Allen. Both did that.
Christian: [00:05:04] So you know, creating these Instagram videos and photos and, you know, using some creativity with your food will definitely get you really good engagement on your photos or videos.
Aaron: [00:05:19] So one other thing here is to use stories to create how-to. So you know those simple baking tricks. We all of the Tasty videos, and that may be something that you could do with like stop animation or you could do with a live video. And I consider a live video on there to be like part of the stories feature, but how-tos, tips for it. Like hey, you should probably not put the oven to 500 degrees because you're going to burn something. I don't know. Don't take for granted what you know because a lot of other people don't know the answer to it. If you like oh, that's completely obvious, you know, not to put chocolate with this much salt or, you know, I don't know. So I'm just trying to think of an example, but don't take it for granted. So give us those good tips on how to cook something, and you can do contests. I love the idea of a contest to win something for free like one of those OMG Tacos or for like a bakery like hey, give away a cupcake. What does that cost you? Like 50 cents. You can give away a dozen of them. Cost you a couple of dollars to give away to grow your followers, and then you also have an Instagram ability to do polls. So you can find out what people want. So they can help you pick like flavor of the week. Then you make the flavor of the week, and then you could do a contest for it to give it away and just kind of build up excitement around it. I feel like I need to start a bakery now.
Christian: [00:06:46] Yeah. I know. But yeah. Going back to that point, basically what we're telling you here is to use Instagram stories. That's something that a lot of businesses are not necessarily using that much, but is something very important. And Aaron basically gave you a bunch of tips on- You know, you can do tips. You can do how-tos. You can do contests. You can do polls, and really connect with your audience using stories.
Aaron: [00:07:07] Right. And do it frequently. I mean, there's so many stories that you can- There's only so many stories you can look at. So if you're not doing it frequently- and I think we've mentioned this on a previous episode where you need to be consistent. Whether you do it at least a couple times a day, but you can't just go and do it once a week and expect for results to just happen. That's not going to work.
Christian: [00:07:27] Yeah. And speaking of being consistent, it's also very important to be consistent on your regular timeline. Is that- Is it timeline? Or your feed on Instagram, and maybe even using a theme. When we talk about themes, and I think we've talked about this on our video show that we have on Facebook called Tip for Tip. You can check it out. Go to Facebook.com/bitbranding. But you can see that we've talked about a little bit about Instagram themes, and when we talk about themes, we're talking about it could be as simple as using the same filter on your photographs or videos to keep that consistent look all throughout your feed. Right now we have a theme where we do an educational post, a quote, and then a picture and/or video. So I feel like those are two different kind of themes. You can have a theme where, you know, your aesthetics look the same, or you can have a theme where you sort of figure out what type of post you want to do. And you consistently do those, you know, throughout the week.
Aaron: [00:08:31] And I feel like- I say that a lot. I feel like. I like going to profiles and scrolling through there, and it's a lot easier on the eyes. So you end up reading a lot more or consuming a lot more of the person's content when you get over to like their profile on their feed. So it will keep them longer, and it will make it easier for you to kind of keep things uniform with the type of posts that you know you need to put out.
Christian: [00:08:56] Yeah. So we kind of jump around and skipped a little bit, but I think this last one we should talk about locations and hashtags, both in your regular feed and the stories which is very important.
Aaron: [00:09:12] So location is very important for Instagram because unless you're an e-commerce bakery or, you know, you do sell online, which I don't know about very many bakeries that do that. Maybe they do. I don't know how those travel, but most of the bakeries that I go to are local. So using local hashtags that are not bakery-themed or outside- So for example, we're in Allen, Texas. Using the hashtag Allen, Texas or Allen, TX would be very beneficial for you, but to also use like Allen foodie or foodies in the area or food plunge, very popular. Using those bigger ones as well, but making sure you choose a location. You can actually go to the Instagram feed and up the top search something and then search for locations. So if you know about something- Another business that's near you, you can search for people in that area and then get in on conversations for that location, and they're going to automatically- It's kind of crazy. They will go over to your profile and see who's commenting and talking to them, and they know that they've been in that area so they will come over to your profile as well.
Christian: [00:10:20] Yeah. So like Aaron said, location tagging, both stories and your regular pictures or videos, is very important because it will expand your reach.
Aaron: [00:10:31] Right. When you use the locations tag on Instagram stories, you have the ability to be found on like the main story. So for example, if Christian and I Instagram story right now and we tagged Allen, Texas, it will get pushed to the Allen story, and then there's all the people who were in Allen are going to see that feed and can see that story. And they'll click through and be able to watch our video. So you do expand your reach that way. So instead of reaching- Say you reached normally 100 people. You could reach 200 or 300 or 400. We did one in Plano, and it jumped from like 50 or 60 people seeing it to like six or seven hundred. It was very crazy. So those are just a lot of new people, and all it takes is a click of the button.
Christian: [00:11:16] Yep. Do you have anything else?
Aaron: [00:11:19] I don't. Take a lot of picture-
Christian: [00:11:22] Oh.
Aaron: [00:11:22] Yes?
Christian: [00:11:22] Engagement.
Aaron: [00:11:23] Okay.
Christian: [00:11:24] Did we talk about engagement?
Aaron: [00:11:24] No, not really.
Christian: [00:11:25] So I mean, this is another great thing about Instagram and social media is that engagement is basically the number one thing to growing you're following on Instagram and growing your reach on Instagram, and that is engaging. In engaging we're talking about not just liking because liking everyone can do. Just tap it. That's it. Easy, done, out of the way. We're talking about communicating and commenting on different videos, and I mean, you can use our last tip which was the location hashtag and find other people nearby you and comment on them. Just leave them honest, you know, comments on whatever they're posting. If they're posting about their cat, say that's a lovely cat.
Aaron: [00:12:06] Right. And not something that's so generic where it says wow, that was a great post. Or thanks for sharing that with me.
Christian: [00:12:12] You do see those a lot.
Aaron: [00:12:13] And those people need to be- There's a special place for those people. We will just leave it at that. Something I was testing out on my personal profile, and it's an ability you have now. This is recorded in December. Probably about a month ago, you can respond to other people's stories. So go out and follow people. Watch their stories, and you can respond with pictures and videos inside of their stories and have conversations. And you can go back and forth. That private message tool is very, very beneficial for you. All you need is literally some just real advocates for your brand. That's why influencers are so popular, but real advocates for your brand. And you have a conversation with them, you're already going to be setting yourself apart. For example, I've talked to multiple companies, and they actually responded to me. And I was like oh, well, I'm going to go buy some of your products because, you know, you're cool. You actually responded to me, and so many businesses don't do that. They'll look at it, and they'll just not respond. Like why would I respond to my customers? That doesn't make sense. So engagement. Huge.
Christian: [00:13:12] Yep.
Aaron: [00:13:13] All right. So thank you again. We mentioned this at the beginning of the podcast. Thank you, guys, for allowing us to take up some of your time, and hopefully you had some value out of this. If you are a baker, pastry chef, or anybody in the food industry, this podcast is for you, and if you know somebody who owns this type of business or is thinking about starting one, make sure to show them this podcast. And you can do that very easily on your phone by clicking - on the iPhone anyway - the bottom right three dots. Click that share button. Share it with a friend. Put it on your Facebook profile. Put it on Instagram. Tag us. If you share this, we have some- Something cool we could give away to you. I'm not going to reveal it on the podcast because it's going to be later so we may not have much of them, but we will send you something very cool if you download this podcast, share it, and then tag us and make sure that we know about it. We will reach out to you directly and mail you something very cool. And a shout out to the people over in Japan. So that's going to be a far shipping, but.
Christian: [00:14:15] Hey, if you do it, we'll ship it.
Aaron: [00:14:16] Yeah, we will. I don't know about the taxes or anything, but anyway. So we will talk to you guys next week.
Christian: [00:14:24] See ya.