Establishing Theme and Purpose on Instagram

Address: 21 Fountain St Alexandria 2015

Website:https://www.broadsheet.com.au/sydney/haymarket/cafes/boon-cafe-and-jarern-chai

Instagram: https://www.instagram.com/boon_cafe/

Positioning: Thai, Grocer/Deli

Instagram marketing strategy analysis

1.  Trendy internal design of the café shop

Boon café is not a traditionally defined café. Instead, it is actually a combination of a café and a grocery store which mainly sells fresh ingredients of Thai dishes. By incorporating the grocery shop into a café, the fresh produce on the shelves adds a unique vibe for the café, which is tempting for social media users to take a selfie with.

2. Well-designed Instagram profile and ‘highlights’ feature

In addition to some basic information such as website and address, Boon Cafe @its core partners in the profile page which are a group of Thai Restaurants and farms, all of whom aim at promoting organic Thai dishes in Sydney. They work as a community to deliver a healthy and environmentally-friendly brand image to their consumers.

Another highlight on Boon Cafe’s profile needs to notice is its highlighted stories set under the contact buttons. They organized their previous stories into different categories including new dishes, weekly events at Carriageworks, reposted customer reviews on Instagram stories, and other promotional activities. By doing that, they put the most attractive and important information of their cafe on the top of their actual posts for consumers to have a quick and general understanding of what they are doing and the value they want to deliver. Story highlight is a useful tool to illustrate your products or services to create a smooth online experience for consumers who access your Instagram page without clicking through every single post and reading their captions (which is unrealistic for consumers to do that). A time-saving tip here is that you can post your Instagram promoting pictures on both ‘post’ and ‘story’ and leave the outdated stories in the ‘highlight’ area so that it would be more possible for your consumers to see the information you want them to see.

3. Creative dishes and wholesome content coverage

The layout of Boon Cafe has already been unusual, it’s even more creative on the dishes, which makes it hard for consumers not to take a picture and recommend it to their friends, especially if they are a novelty seeker. For instance, have you ever seen a sandwich with Thai food in the middle? That’s what Boon Cafe can surprise you!!

However, Boon Cafe won’t be satisfied by just dish innovations, they have generated a wealth of different content on Instagram to cover all aspects of their cafe and people. They post their fresh ingredients, beautiful smiles of their employees while working, colorful drinks, and even farm partners where they source their food ingredients, etc. As such, consumers are more likely to value their content and won’t be bored with the same posts every day. Being creative and organized about what content you want to post on your Instagram is the key to attract your audience and even make them your followers.

4. Leveraging relevant hashtags to reach a wider audience

Hashtags related to your industry are the cheapest and the most straightforward way to reach a wider audience who don’t follow you at the moment. Boon Cafe understands the importance of this technique on Instagram and has identified a range of highly relevant #keywords to add under each post. This can be easily done at one time by searching on Google for mostly mentioned hashtags in your industry, collecting them in a specific profile and using the same group of hashtags under every future post. Remember you can just put at most 30 hashtags in your caption and another 30 in the comment below. If you want to keep your caption clean, you can just add all hashtags in the comment section, which will work the same.

5. Establishing a positive brand image through marketing campaigns

Although Boon Cafe is just a cafe shop, it did put much emphasis on creating a positive brand image, which would benefit its business in the long term. For example, it launched a ‘customize your own coffee cup’ compaign to urge consumers to bring their own coffee cup every time to protect the environment. By doing that, consumers would be more likely to have a positive impression on them and even recommend this cafe to their friends or family members.

Summary

1. Use ‘highlight’ function on Instagram to smooth consumer experience

2. Create a tempting interior environment to encourage organic consumer posting

3. Consistently creative content posting for eye-catching and consumer retention

4. Leverage hashtags to reach a wider audience

5. Engage with social issues to deliver a positive brand image