Are Funky-AF Restaurant Instagrams the Future?
Image Source: @MontrealPizza
This spring, I stood with my colleagues at an influencer event we were hosting at Alcove, and marveled as power-users like @TwentySomethingPlus, @NailTheCocktail and @CarbsnCardio made photo magic happen. These ladies have some serious skills and it made me jealous. I might have a pretty good eye for composition, but that doesn’t hold a candle to the power users who have that down, plus better lenses, and PhD-level intel on lighting and filtering, filtering, filtering.
At marlo, we both manage and monitor Instagram and other social channels for our clients. They often come to us looking for creative content ideas, and we work hard to ensure that we’re giving solid advice. For a long time, food beauty shots were it. Show the people an epic spread of oysters, a perfectly medium rare burger, or a glistening bottle (or five) of wine and boom: their mouths are watering, their stomachs are growling and they’re texting their friends about making plans to come in to your restaurant.
But the social world is a fascinating, fast-moving place, and the experts at Eater are predicting that the game may be poised to change once again. This time, no amount of food porn prowess can help — the new kids on the block are witty and weird.
The examples cited in Eater’s piece are delightful, and really, really wackadoo. Check out @dcSpokenEnglish and their gallery of celebs like John Travolta, Gandalf from Lord of the Rings, and Will Smith showcasing their food and announcing their news, all on highly stylized bright backgrounds.
Our neighbors to the north boast Montreal Plaza, “a somewhat avant-garde Québécois restaurant in Montreal” that peppers their content with animated clay characters, googly-eyed fruit and veg and Smurf figurines among seasonal ingredients. It’s super strange but also quite engaging and fun. Further, as someone who has spent countless hours fretting over whether she got the voice right in a restaurant’s Mother’s Day post, I kind of love that Montreal Plaza bucked tradition and decided to say it with paper mache animation and a song.
So, the next time my team sits down to write a social plan, you can bet we’ll be thinking about whether there’s an advantage to making it weird!
Posted by Erin M.