In January, people aren’t just tightening their belts with an eye towards losing a few LBs. Some are also meeting the New Year with budgetary resolutions that could mean fewer trips to your coffee shop.
So how can you plump up the post-holiday slump and generate buzz (not to mention sales)? By becoming your own social media influencer for your business.
1. Get reel.
Reels–aka short-form video content–is king these days. Maybe even emperor. Even if the Tiktok ban does happen (sorry, we left our crystal ball at home), Instagram and Facebook reels dominate the platforms.
Create engaging videos showcasing:
- Barista skills: Highlight latte art, drink preparation, or unique brewing techniques.
- Behind-the-scenes peeks: Give your audience a peek into your daily operations, from sourcing beans to crafting new menu items.
- Seasonal challenges: Participate in trending challenges, such as creating a viral dance or using trending audio to showcase your best winter beverages.
Underground tip:
Test reels to see what your audience engages with. Gorgeous latte art? New recipes? Funny moments? Test, rinse, and repeat.
2. Hop on the bandwagon.
Trends are, well, trendy. And that’s not a bad thing. In fact, it’s a very good thing for those who hop on trends in a timely manner. Looking for inspo? We’ve got you:
- Sound off (or on?): Create an ASMR video.
- Do something boss: Take a page from Facebook reels of bosses trying the trends (it’s giving “How do you do, fellow kids”?).
- Be relatable: Iterate and share trends that reflect things others are likely experiencing.
3. Turn downtime into upload time.
If your team has time on their hands when things are slow, you can encourage them to build out your social media content library. You’ll thank Future You when the summer rushes start hitting and you need social content, stat.
4. Launch a seasonal campaign.
Capitalize on the New Year by introducing new drinks or promotions that are perfect for the season. Pair this with a hashtag campaign to encourage customers to share their experiences.
Serve up Resolution Lattes with plant-based alt milks and sugar-free syrups. Capture attention (and more business) with a catchy hashtag like #NewYearNewBrew. Invite customers–especially your favorite regulars–to post their favorite drinks or memories of your coffee shop to nurture a sense of community.
5. Continue the season of giving.
People love surprise gifts, and January is the perfect time to run giveaways to drive engagement and foot traffic. Give away free coffee for a week. Encourage users to follow your account, tag friends, and share your post for a chance to win.
Underground tip:
Invite customers to share creative photos of their coffee with your branded hashtag, offering a prize for the most unique submission.
6. Be influenced.
In addition to serving as your own hype person, you can partner with micro-influencers in your area to boost visibility. Look for foodies, lifestyle bloggers, or fitness influencers who reflect your brand values. No budget for influencer talent? No worries. Some influencers, especially those just starting out, are willing to work for free samples or in exchange for you hosting them at your cafe for an exclusive tasting event to share with their audience.
7. Get interactive.
Social media is a two-way street. In addition to sharing your thoughts and ideas, you can offer your audience a chance to do the same. Instagram and Facebook Stories offer excellent tools for engaging customers in real-time. Use features like:
- Polls: Ask followers to vote on their favorite drink or suggest new flavors.
- Q&A sessions: Host a “Meet the Barista” session where followers can ask questions about coffee or your shop.
- Countdowns: Build excitement for upcoming promotions or events.
8. Leverage user-generated content.
Speaking of your audience, you can also tap them for content. Encourage customers to share their coffee experiences online by offering incentives like discounts or features on your profile. Share their posts to build trust and community.
Underground tip:
Get a social media two-for-one by tying UGC into bigger endeavors like seasonal promotions, contests, or big news for your coffee shop.
9. Know your channels.
Social media platforms are best for certain audiences and certain endeavors.
- Facebook: For a primary demographic of ages 30-49, Facebook is perfect for promoting sales, promotions, giveaways, customer reviews, and kid-friendly options.
- Instagram: Facebook’s slightly younger sibling, Instagram is ideal for visually-driven content, such as seasonal drinks, recipes, staff or shop photos, and memes.
- Twitter: Used by all ages, Twitter is great for quick hits of information or hot takes about hot (or cold) bevvies.
- Tiktok: The leader for humorous content and trends. If it sticks around, you should stick around it and post regularly.