In my entrepreneurial journey, where I established my fast-food business and then took it into the world of e-commerce, I encountered an unexpected hurdle: fast food ads on social media. Influencing millions every day, I knew this platform would be a goldmine of potential customers. But harnessing its power was not as easy as it seemed. As this platform was different from traditional retail or even e-commerce, navigating this advertising world was a unique challenge. My learnings from this journey are something I wish to share with fellow entrepreneurs today.
We live in an era where people are swayed more by a tweet or an Instagram story than a television commercial or a newspaper ad. Social media has revolutionized advertising, making it more targeted, more influential, and definitely more budget-friendly. But it also made it more complex. I was initially dazzled by the plethora of ad formats, the constantly changing algorithms, the jargon-filled analytics, and the elusive rules of virality. Moreover, fast food ads on social media have to highlight the delicious offerings without actually letting the customer taste or smell it.
First, I started by understanding my target market. Most of them were millennials and Gen Z – a crowd that lives and breathes social media. They are also tough to impress. In-your-face selling doesn’t work with them. They prefer subtleness, authenticity, and relatability. I therefore created and promoted content that they could relate to, often subtly integrating my product in those stories. I hired a social media manager who was proficient in youthful lingo and millennial trends. My ads were no longer just ads; they were memes, giveaways, challenges, polls, and much more.
I realized that viral content may seem spontaneous but it’s often the result of meticulous planning. I analyzed viral fast food ads on social media to understand this secret formula. Most of them had a fun or shocking element that triggered an emotional response, making it share-worthy. So I explored different emotions in my ads – humor, nostalgia, surprise, and even fear (of missing out on discounts). My team and I spent hours brainstorming over how to present a cheeseburger or a milkshake in an unexpected, entertaining way.
The visual aspect of fast food ads on social media was another key learning for me. A research article showed that posts with images get 2.3 times more engagement than those without. And when your product is as visual as a sizzling burger or a chocolate-loaded donut, you cannot ignore this statistic. I hired a professional photographer who could capture the drool-worthy aspect of my products. I also explored video advertisements as they get more shares than images.
A sneak-peek into behind-the-scenes was another engaging content form that I discovered. People were curious about how we made our food or what a day at our outlet looked like. We regularly did Instagram live sessions or posted videos revealing some of our kitchen secrets. Such content not only promoted transparency, but also made people feel more connected with our brand.
Experimentation became my mantra for success in social media advertising. Every platform had different ad features, different user behaviors, and different peak times. What worked on Instagram might not work on Facebook or Snapchat. Hence flexibility and constant monitoring were crucial.
Eventually, my fast food ads on social media started generating the desired buzz. Our followers grew, our ads were shared, liked, and bookmarked, and our sales shot up. But more importantly, our brand started occupying a small space in our customers’ minds and hearts.
In conclusion, my voyage through the ocean of social media advertising opened up a whole new world for me. It was challenging but every wave taught me something new. And the result was worth the hard work. The key is to stay flexible, authentic, and creative. Understand that an ad on social media is not just about selling, but about creating a connection, a story. So, embrace this medium wholeheartedly, ride the wave, and you’ll find your shore of success.