Instagram might be the perfect platform for tempting the appetite. Its accessibility and broad reach have made it the showcase for food porn images of mid-flight melty cheese and masterful charcuterie spreads. More than that, however, “the Gram” has become a communication channel for culinary businesses of all sizes, a place to let consumers know about the plat du jour or raise awareness around social issues affecting the food community.
Instagram’s impact soared during the pandemic, when many businesses emerged out of home kitchens or as popups. With no marketing budget or professional PR assistance, these operators relied on Instagram to spread the word about specialty cakes and roaming restaurants.
Kaitlin Guerin, founder of Lagniappe Baking Co., started her business in May 2020 and estimates that 90 percent of her clients come through Instagram. “I have always viewed Instagram as an artistic platform to put your profile out publicly,” Guerin said. For her business, consistency is key – posting regular content with a uniform look and feel. The “stories” feature and videos allow Guerin to share background about the baking process – and let followers know where to purchase her popular pastry boxes.
Regular Instagram posts have become a marketing must for all types of food businesses. As communications consultant Jillian Greenberg tells restaurant clients, “If you are not using Instagram, you are missing an opportunity to constantly be reminding your consumers that you are there.”
The sunny platform does have its shady side. A growing cadre of “influencers” has emerged to amplify marketing efforts, sometimes sharing food-related content in exchange for compensation (e.g., free food) – a practice that can mislead followers by blurring the line between authenticity and advertising. Business owners can also find themselves targeted publicly (fairly or not) by critical commenters.
On the positive side, Instagram offers a growing forum to support social causes ranging from hurricane relief to racial equity to mutual aid for an industry facing tough times. Guerin frequently uses the platform to “show love to other businesses.”
That cooperation is something Greenberg doesn’t see much in other cities: “The way the restaurant community here feeds each other is just so different.”
