Pizza Today - September 2023 - 32

Your Video Marketing Strategy
The advice is to be where your
customers are, and today that means
the big, dominant platforms.
Huntington emphasizes that you
need to cultivate an authentic identity.
" To be able to grow on social media,
you really have to be able to find what
your niche is, " she advises. " There's a
level of realism you have to show on
social media. Is it family owned? Is
it artisanal? People want to see more
than just half-off coupons. They want
to see where do your ingredients come
from? What's your family's background
like? "
Richards says " the recipe for success
for pizzerias, no matter which channel
they're on, it's really simple. You want
to provide guests with content they
wish to consume and provide them
with an amazing customer service
experience. And these pizzerias are
already doing this in their restaurants,
so they just need to do the same thing
on their social channels. "
Utilizing Metrics
That's where metrics come in. They
enable you to evaluate whether your
content is resonating with your audience.
Huntington
says valuable metrics
are available " with pretty much any
platform. You can see your engagement
rates, your reach, your audience,
it'll tell you the age of your audience,
where your audience is located.
TikTok will show you a graph of your
retention rate - at what point people
stopped watching your video. The
average length that people watch a
TikTok video is around three seconds,
but you'll know if you have a good or
bad video if it drops off before those
three seconds. If they watch the whole
thing, then you had a good video.
Even if it didn't have your highest
engagement, people still watched the
entire thing. "
Richards says metrics can reveal
clues such as " when we post a trivia
question, that has a really amazing
engagement rate. Or maybe when
we post a coupon, we don't get many
comments, but lots of people share it
and we're reaching so many people.
32 / PIZZATODAY.COM / SEPTEMBER 2023
So it helps you know what to include
moving forward in your content mix. "
Different Platform, Different
Style
TikTok expert Huntington emphasizes
that the different platforms favor
different productions styles.
" The thing with TikTok is it's not
this overproduced video showing how
beautiful the pizza is. It would be an
actual person in their kitchen showing
them how they make the pizza. " TikTok
users " wanna see live raw footage,
which is so different than what we've
seen in other social media in the past. "
She refers to research her firm
did on Taco Bell. " If you look at
their Instagram, it's all pretty overly
produced. And then you get on their
TikTok and it's just someone that
they've hired, showing how they make
each one of the tacos and the ingredients
and everything. And then you
get on YouTube shorts and it's just
some young employee in their kitchen
making Taco Bell. It just progressively
becomes more realistic and not so
highly produced. "
Benefits of a Pro
Both experts encourage you to enlist
a professional.
Huntington emphasizes that pros
will know the trends and how to get a
video to land on users' " for you " page.
" There's a cadence of when to post,
and what sound to put on it that'll
make it trend with other videos. "
Richards observes that when businesses
DIY their social media, " they
run out of steam. " He says professional
service ensures pizzerias post
consistently in terms of schedule and
voice. He also notes that community
management should be a part of your
customer service experience. When
guests reach out via direct message
on social media apps, they expect a
prompt response. You should make
sure they get one, which takes dedicated
monitoring.
ANNELISE KELLY is a Portland, Oregonbased
freelance writer.
http://www.GalbaniPro.com/FreshMozzarella http://www.GalbaniPro.com/FreshMozzarella http://www.PIZZATODAY.COM
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