What operators should know about gaming the social media algorithms

Image edited by Sue Pearsall

Editor’s note: Nation’s Restaurant News is excited to partner with Belle Communication to launch The Influencer Insider, a new content series highlighting social media influencers and how their perspectives — and audiences — can be leveraged for restaurant success. Click here for more information.

Social media metrics aren’t just for influencers: restaurant operators should learn what makes Instagram and TikTok users stop and share or scroll on by.

Public relations agency Belle Communication has built Brilli, an influencer insights tool that surveys influencers on trends that they and their followers are seeing or want to see from restaurants and food operators.

This month, two content creators provided insights on what type of content resonates with users, which platform metrics to pay attention to, and how to learn what the (constantly changing) algorithm prefers.

“Social platforms evolve constantly,” Kate Finley, founder and CEO of Belle Communication, said. “We’ve tracked over 35 algorithm updates this year alone. Keeping up with these shifts can be overwhelming, but well worth the effort. Social media now surpasses Google and Yelp for restaurant discovery. Its value is greater than the ‘likes’ on a post – it’s core for driving traffic.”

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Beating the algorithm

Constantly changing algorithms are one of the biggest challenges facing even the most popular influencers and sometimes it can feel like the difference between a viral TikTok and a dud video is random.

“Watch time and retention are super important right now,” Samuel Baek (@CaliFoodventure) said. “The audience seems to prefer more storytelling videos where I talk or give context. Those perform better than just quick shots of food.”

As for what the algorithm is hungry for now, creator Alex Shroeder (@DevourDC) said that currently, the algorithm prefers reels with a strong hook that are of a medium length.

What users want

Of course, the algorithm isn’t the only beast a social media team (or restaurant operator with an Instagram) needs to feed. Content users have preferences too and follow changing trends.

While Shroeder said that his users prefer “48 hours in…” travel content that “inspires action” in people, Baek said his followers are drawn to cultural hotspots, nostalgic places, and taste test/reaction videos.

“Lately, it’s been more affordable eats, local gems, and nostalgic spots,” Baek said. “People love seeing food that reminds them of their childhood or some kind of cultural connection.”

Metrics to pay attention to

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While operators probably don’t have quite as much time to pay attention to social media metrics, there are key indicators of how much content is resonating with users. Surprisingly, views and even watch time aren’t necessarily the metrics to watch out for.

“The ones that really matter to me are saves and shares,” Baek said. “If someone’s saving it, they probably want to visit that spot later. Shares mean they thought it was cool enough to send to a bestie.”

But what type of content are people most likely to save and share?

“Genuinely useful content drives the most saves and shares,” Shroeder said. “Things like guides, lists, and itineraries always perform well because people want to come back to them when they’re making plans.”

Authenticity is the key

Learning the best type of content to post is important, but the most crucial part of creating a following on social media is authenticity, both Baek and Shroeder said. Users can tell when content is overly scripted or doesn’t feel genuine.

“Going viral doesn’t equal sales,” Shroeder said. “What moves the needle is talking directly to your audience like real people. Treat your social media like a personal diary – speak to them one-on-one, not like you’re broadcasting to the whole world. That’s how you build trust and loyalty.”

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