Research and insights at CGA by NIQ explores social media’s nuanced role in the hospitality sector.
A Space for (Dis)Connection?
Are consumers really craving a break from permanently scrolling thumbs? According to Charlie Mitchell,
Head of Insights & Consumer Research, at CGA by NIQ, and the latest global data – yes, at least some are.
According to Mitchell:
– 48% of on-premise visitors find social-free spaces appealing.
– Top reasons for this include a desire to be in the moment, and enjoyment of face-to-face socialising.
– Many venues are gaining cult status for their low-profile, no-phones approach.
But this doesn’t constitute a green light for operators to throw up ‘No Instagram’ signs in haste. Alternatively, a balance between the thrill of discovery and the power of visibility potentially satisfies both camps, rather than rejecting social media altogether.
“The best hospitality experiences allow people to connect in-person,” says Mitchell. “That doesn’t mean no phones, but giving people a reason to put them down.”
Power of Mystery vs Risk of Obscurity
There’s undeniable appeal in discovering a bar you’ve never seen on social media. Furthermore, it’s increasingly important to younger audiences doubling down on wellness and digital detox habits.
But there’s a catch. In fact, there are two:
– It’s entrenched in consumers to seek out and assess venues via social media.
– A low digital profile can be enigmatic or invisible.
These combined factors signpost a sweet spot somewhere between encouraging word-of-mouth and remaining visible online.
As a case in point, London’s Tayer & Elementary provided a real-life example of this theory working in practice. A long-retired limited-edition cocktail gained international interest and continues to drive footfall to this day because of a single customer photo going viral, despite no promotion from the venue.
Should Venues Opt Out of Social?
The short answer is not entirely. But it’s time for operators to ask bigger questions like:
– Who are we trying to attract?
– What type of experience are we creating?
– Where does our audience spend their time online?
Ultimately, market match is key for high-performing social media marketing, whether it’s Facebook-friendly promos for mature crowds, or Reels and TikToks for Gen Z.
In addition, Mitchell suggests aggregator sites and curated visibility for more premium audiences, rather than unnecessary mass social sharing to multiple unaligned audiences.
“Social media is just a digital version of word of mouth,” he says. “Done well, it amplifies what’s already resonating.”
Hospitality’s Next Move
So, is social media a friend or foe? In reality, it’s both.
This is why the venues continuing to flourish on the socials are those who:
– Tap into the power of digital without becoming dependent on it.
– Create moments that live on beyond the feed.
– Recognise when it’s beneficial to be seen and when it’s even better to be whispered about.
The Bars in 2035 report from CGA by NIQ and SIP by Pernod Ricard sets out several big trends and issues that will impact bar operators and suppliers in the years ahead. You can download the full report for free here.
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