第41集：解锁社交媒体趋势：如何利用TikTok和Instagram为餐厅引流

欢迎回到战略业务增长系统餐厅专场。

Welcome back to Strategic Business Growth Systems restaurant edition.

我是您的主持人安东尼，今天我邀请到了我们的高级社交媒体策略师朱莉·斯滕森。

I'm your host, Anthony, and today, I'm joined by our senior social strategist, Julie Stenson.

我们是战略业务增长系统团队的同事，今天我们将探讨如何利用TikTok和Instagram将刷屏转化为客流。

We're teammates here at Strategic Business Growth Systems, and we're diving into how TikTok and Instagram can turn scrolling into foot traffic.

对于本地餐厅而言，这些平台如今就是街角的黄金位置。

For local restaurants, these platforms are now the street corner.

让我们从基础开始。

Let's start at the foundation.

为什么TikTok和Instagram对本地顾客发现和冲动消费如此重要？本周每家餐厅都该锁定哪些个人资料关键要素，才能将浏览量转化为到店客流？

Why do TikTok and Instagram matter much for local Discovery and impulse dining, and what profile essentials should every restaurant lock in this week to convert views into visits?

简短回答：发现行为已经转移到了信息流。

Short answer, Discovery has moved to the feed.

你附近的顾客越来越少主动搜索，而更多地在刷屏。

People in your neighborhood search less and scroll more.

抖音和Instagram在人们饿的时候，直接把诱人的视觉内容呈现在他们面前。

TikTok and Instagram put craveable visuals in front of them right when hunger hits.

要将这种注意力转化为消费，必须优化你的个人资料。

To convert that attention, nail your profile.

清晰的简介要包含菜系和所在街区，完整的街道地址能一键跳转到地图，营业时间与节假日同步，添加一键拨号功能，以及预订或提前点餐的操作按钮。

Clear bio with cuisine and neighborhood, full street address that taps to maps, hours synced to holidays, click to call, and action buttons for reservations or order ahead.

在个人简介中添加链接，指向菜单、预订页面和特价活动。

Add a link in bio to menu, reservations, and specials.

使用标记为菜单、特价、营业时间和路线的动态故事合集，让陌生人只需两步点击就能成为顾客，同时做好本地SEO基础优化。

Use story highlights labeled menu, specials, hours, and directions so strangers can become guests in two taps, plus local SEO basics.

精彩详尽的分析。

Great breakdown.

我喜欢这种强调无缝操作的思路。

I love the emphasis on frictionless actions.

每一个额外的点击都会流失顾客。

Every extra tap loses diners.

在本地SEO方面，要把社交媒体当作小型搜索引擎来对待。

On local SEO, treat socials like mini search engines.

在简介中加入你的城市和街区，巧妙地使用地点关键词、文案和屏幕文字，并始终标注确切位置。

Add your city and neighborhood in the bio, sprinkle location keywords and captions and on screen text, and always tag the exact location.

创建一个统一的品牌标签，再加上一个街区变体。

Create a consistent brand hashtag plus a neighborhood variant.

在此基础上，我们来谈谈能促成转化的内容。

Building on that, let's talk content that converts.

餐厅应该轮换哪些内容支柱，才能真正带动到店客流，而不仅仅是虚荣的浏览量？

What pillars should a restaurant rotate through to drive actual visits rather than vanity views?

还有时段内容的建议。

Daypart ideas too.

使用四到六个内容支柱：幕后筹备、员工风采、菜单发布、限时优惠、顾客反应和用户生成内容展示。

Use four to six pillars, behind the scenes prep, staff spotlights, menu reveals, limited time offers, customer reactions, and UGC features.

幕后内容能建立信任。

Behind the scenes builds trust.

展示食物的滋滋声、倒酒的过程和摆盘的成品。

Show the sizzle, the pour, and the plate up.

对于短视频，要在前一到三秒内抓住观众，拍摄竖屏画面，利用自然光，并保持剪辑紧凑。

For short form video, hook in the first one to three seconds, shoot vertical, lean on natural light, and keep cuts tight.

添加屏幕文字和自动字幕，并选择适合商业使用的音乐。

Add on screen text and auto captions, and choose business safe music.

对于趋势，要根据你的品牌调整形式。

With trends, adapt formats to your brand.

如果某个音效很火，就把它和你的招牌菜品搭配，但要优先考虑真实性而非模仿，让它依然保持你的风格。

If a sound is popping, pair it with a signature item, but prioritize authenticity over mimicry so it still feels like you.

始终以明确的行动号召结尾。

Always end with a clear CTA.

完全同意，这种抓住注意力的纪律至关重要。

Totally agree, and that hook discipline is everything.

平台的角色也很重要。

Platform roles matter too.

Reels 和 TikTok 是你的流量引擎。

Reels and TikTok are your reach machines.

故事能为已经关注你的人营造紧迫感和忠诚度。

Stories build urgency and loyalty with people who already follow you.

让我们来谈谈实际的发布频率和工作流程。

Let's get practical on cadence and workflow.

如果一个小团队每周只有一小时，你会如何批量制作内容，每周发布三则 Reels 或 TikTok 视频，同时每天保持故事活跃而不至于耗尽精力？

If a small team has an hour a week, how would you batch content, pace three reels or TikToks per week, and keep Stories active daily without burning out?

另外，你该在什么时候发布？

Also, when should you post?

有什么最佳的发布时间段策略吗？

Any dayparting best practices?

每周进行一次六十分钟的内容冲刺。

Run a weekly sixty minute content sprint.

第零到十分钟。

Minutes zero ten.

根据促销活动和天气更新你的拍摄清单。

Update your shot list based on specials and weather.

10到35分钟：批量拍摄六到八个片段，采用垂直紧凑构图，利用窗边自然光。

10 to 35 batch film, six to eight clips, vertical tight framing, natural light near a window.

35到50分钟。

Thirty five fifty.

剪辑、添加字幕，并保存带有钩子文案的草稿。

Trim, add captions, and save drafts with hooks written.

50到60分钟。

50 to 60.

安排带有投票、倒计时和转发用户生成内容的故事。

Schedule stories with polls, countdowns, and reposted UGC.

发布节奏。

Cadence.

每周发布三条 reels 或 TikTok，每天更新故事，每月进行一次直播。

Three reels TikToks weekly, daily stories, plus one live per month.

在午餐和晚餐前30到60分钟发布。

Post thirty to sixty minutes before lunch and dinner.

故事可以在服务期间发布。

Stories can drop during service.

一致性胜过数量。

Consistency beats volume.

培训一名替补人员，确保发布永不中断。

Train one backup so posting never stops.

使用模板加快编辑速度并保持品牌风格。

Use templates to speed edits and maintain brand style.

标准。

Standards.

这个冲刺方案对小型团队来说非常宝贵，时段投放完美契合用餐高峰。

That sprint is gold for small teams, and daypart timing maps perfectly to hungry moments.

让我们把注意力转化为客流量。

Let's turn attention into door swings.

你们见过哪些行动号召能可靠地带动到店消费？

What calls to action have you seen reliably drive in person visits?

比如限时优惠、展示此帖可享优惠、柜台使用暗号，或活动促销。

Things like time bound offers, show this post deals, code words at the counter, or event promos.

你们如何避免让顾客养成只追折扣的习惯？

And how do you keep them from training customers to only chase discounts?

我们能否在不使用复杂技术或优惠券的情况下，清晰地衡量这些效果？

And can we measure them cleanly without complicated tech or coupons?

哪些方式在离线场景中最有效？

What works best offline?

将行动号召与紧迫感和具体性绑定。

Anchor CTAs to urgency and specificity.

举例说明。

Examples.

展示此帖今晚可免费获得一份寿司配任何主菜，或使用暗号‘Salsa Friday’，在下午五点到七点间享受玛格丽特一美元优惠。

Show this post tonight for a free shura with any entree or a code word like salsa Friday for a dollar off a margarita from five to seven.

配合故事倒计时，用于限量发售。

Pair with stories countdowns for limited drops.

通过轮换价值来避免对折扣的依赖。

Avoid discount dependence by rotating value.

厨师品鉴会、粉丝优先座位，或季节性商品的提前获取权限。

Chef tastings, priority seating for followers, or early access to seasonal items.

在店内通过桌牌、引导关注并发布内容的二维码、Wi-Fi登录页邀请标签，以及鼓励用户生成内容的标识牌进行推广。

Promote in store with table toppers, QR codes to follow and post, Wi Fi splash pages that invite tags, and signage prompting UGC.

拍摄你第一口的瞬间。

Film your first bite.

标记我们。

Tag us.

我们今天会转发。

We'll repost today.

用简单的计数标记来追踪核销情况。

Track redemptions with simple tally marks.

喜欢这种在紧迫感和非折扣价值之间的平衡，它在保持利润的同时促进到店消费。

Love the balance between urgency and non discount value that preserves margin while fueling visits.

让我们转向创作者。

Let's shift to creators.

微影响力者成本效益高，但餐厅担心与品牌契合度和效果追踪。

Micro influencers can be cost effective, but restaurants worry about fit and tracking.

你如何寻找本地微影响力者，协商交付内容和使用权限，管理广告披露，考虑排他性，并通过唯一代码或链接将到店消费与特定合作伙伴关联起来？

How do you find local micro creators, negotiate deliverables and usage rights, manage disclosure with ad, think about exclusivity, and tie visits back to a specific partner using unique codes or links.

有哪些需要提前规避的雷区？

Any red flags to avoid upfront?

付款时间表和费率如何？

Payment timelines and rates?

从基于地图的搜索、Instagram 地点页面开始，

Start with map based searches, Instagram location pages,

附近的 TikTok 视频，以及像“你所在城市美食”这样的标签。

TikToks nearby, and hashtags like your city eats.

优先选择拥有3万至25万本地粉丝且互动率为5%的微影响力者。

Prioritize micro creators with three to 25 k local followers and 5% engagement.

通过私信发送清晰的brief，要求发布两条Reels或TikTok视频、三条故事、一张获授权的照片、30个火花白名单权限，并允许转载。

DM with a clear brief, two reels or TikToks, three stories, one rights approved photo, 30 spark whitelisting access, and permission to repost.

始终要求在文案中包含广告标识和披露声明。

Always require ad and a disclosure line in captions.

提供专属优惠码，或要求在帖子中注明“展示此帖”并添加个人简介中的链接。

Offer a unique code or show this post phrase plus attract link in bio.

设定30天的品类排他性。

Set category exclusivity for thirty days.

警惕信号：购买的粉丝、评论量低、与品牌调性不符的幽默、或糟糕的食品卫生状况。

Red flags, bought followers, low comments, off brand humor, or poor food hygiene.

及时付款，一半预付，一半交付后支付。

Pay promptly, half upfront, half on delivery.

设定评估基准。

Set benchmarks.

这个框架使合作具有可重复性和合规性。

That framework makes collaborations repeatable and compliant.

让我们放大赢家。

Let's amplify winners.

当一个Reel或TikTok开始走红时，餐厅该如何使用Instagram Reels广告和TikTok Spark广告来扩大覆盖面？

When a Reel or TikTok starts popping, how should a restaurant use Instagram Reels ads and TikTok Spark ads to extend reach?

具体来说，谈谈地理围栏定位、围绕用餐时段的时段投放、不会吓到店主的启动预算，以及创意的A/B测试。

Specifically, talk geofence targeting, dayparting around meal windows, starter budgets that won't scare owners, and AB testing creatives.

与此同时，对于没有复杂电商系统的餐厅，像素和再营销如何发挥作用？

And while we're there, how do pixels and retargeting fit for restaurants without complex ecommerce?

技术上的第一步是什么？

What's step one technically?

进行设置。

Set up.

只推广已验证的帖子。

Boost only proven posts.

对于Instagram，通过广告管理器推广Reels，设置5到8英里的地理围栏范围，必要时排除游客。

For Instagram, promote reels from ads manager with a five to eight mile radius, excluding tourists if needed.

广告投放时段为上午11点至下午2点，以及下午4:30至晚上8点。

Daypart delivery to 11AM to 2PM and 04:30 to 8PM.

每天预算15.25美元，持续五天。

Start at $15.25 dollars per day for five days.

测试两个开头文案和两个缩略图。

Test two hooks and two thumbnails.

在TikTok上，Spark Ads允许你推广原生内容。

On TikTok, Spark Ads let you advertise the organic post.

保留评论以增强社交证明。

Keep comments on for social proof.

通过你的网站构建工具安装Meta和TikTok像素，并连接如查看菜单和点击导航等转化行为。

Install Meta and TikTok pixels via your website builder and connect conversions like view menu and click to directions.

根据互动用户和网站访客构建再营销受众，用于未来的促销活动。

Build retargeting audiences from engagers and website visitors for future specials.

记录结果并每周清理。

Document results and rinse weekly.

重复。

Repeat.

清晰、实用的设置。

Clear, practical setup.

现在闭环完成。

Now closing the loop.

餐厅应该衡量哪些真正与客流量相关的指标，除了观看次数之外，比如平均观看时长、收藏、分享、个人主页操作（如获取路线和电话）、优惠券核销，以及POS端经典的‘您是如何得知我们的’？

What should restaurants measure that actually correlates with foot traffic beyond views, like average watch time, saves, shares, profile actions such as get directions and calls, offer redemptions, and the classic how did you hear about us at POS?

同时，简要提及合规性与品牌安全、可访问性，以及一些能生动体现这些要点的案例。

Also, touch on compliance and brand safety, accessibility, and a few quick case examples that bring this to life.

目标是实用，而非理论。

Practical, not theoretical, is the goal.

请追踪能预测到店的指标。

Please track what predicts visits.

平均观看时长、保存和分享次数的增加表明用户有明确的意图。

Rising average watch time saves and shares signal intent.

获取方向和电话呼叫的激增意味着即时需求。

Spikes in get directions and calls mean immediate demand.

将优惠券核销和POS端‘您是如何得知我们的’反馈记录在每周表格中。

Log offer redemptions and POS heard about responses in a weekly sheet.

合规性。

Compliance.

获取员工同意，保持品牌语气的界限清晰，并使用商业音乐库或授权曲目。

Secure staff consent, keep brand voice guardrails visible, and use the commercial music library or licensed tracks.

无障碍性。

Accessibility.

屏幕文字、自动字幕、图片替代文本，以及如果您的顾客使用多种语言，则提供多语言字幕。

On screen text, auto captions, alt text on photos, and multilingual captions if your guests speak multiple languages.

成功案例。

Case wins.

taco 店完美捕捉了煎炸和倾倒的镜头。

Taco shop nailed sizzle and pour shots.

披萨店做了‘跟我一起做’的视频。

Pizza spot make with me.

咖啡馆用倒计时推广限量糕点发售。

Cafe used countdowns for a limited pastry drop.

所有这些都带动了到店客流。

All drove visits.

指标和保障措施的完美结合。

Great mix of metrics and safeguards.

仅音乐提醒就省去了不少麻烦。

The music reminder alone saves headaches.

让我们给听众一份操作手册。

Let's leave listeners with a playbook.

如果一家本地餐厅想在一个月内看到效果，一个简单的三十天行动计划应该包括快速审计、设定内容主题、批量拍摄、两个促销活动、一次微影响力者测试、每天20美元的本地Reels或Spark广告，以及每周回顾节奏。

If a local restaurant wants results in a month, what's a simple thirty day action plan that covers a quick audit, setting content pillars, batch filming, two offers, a micro influencer test, a $20 per day local reels or spark campaign, and a weekly review rhythm.

请为精简团队保持现实可行的方案。

Keep it realistic for lean teams, please.

不要有冗余步骤。

No fluff steps.

第一周：审核社交媒体资料，优化简介清晰度、营业时间、行动按钮、生物链接精选、安装Meta和TikTok像素。

Week one, audit profiles, bio clarity, address hours, action buttons, link in bio highlights, install meta and TikTok pixels.

定义四到六个内容主题和拍摄清单。

Define four to six content pillars and shot lists.

第二周：集中拍摄一小时，剪辑六个初稿，发布三条Reels和TikTok视频，每日更新动态，上线带密码的优惠A。

Week two: batch film one hour, edit six drafts, post three reels TikToks, run daily stories, launch offer a with codeword.

第三周：重复冲刺，测试一位微影响力者，提供30天白名单权限，启动每日20美元的地理围栏和时段定向Reels或Spark广告。

Week three: repeat sprint, test one micro influencer, give thirty day whitelisting, start $20 stay reels or spark ads, geofenced and dayparted.

第四周：上线优惠B，重定向互动用户，通过A/B测试优化钩子，衡量观看时长、个人资料行为和兑换率。

Week four, launch offer b, retarget engagers, refine hooks via AB, measure watch time saves, profile actions, redemptions.

周五：复盘总结，并将经验延续到下一阶段。

Friday, review debrief and roll learnings forward.

aggressively 重复那些有效的方法。

Repeat what's working aggressively.

这个计划简洁、清晰且切实可行。

That plan is lean, clear, and achievable.

我特别喜欢周五的复盘。

I especially like the Friday debrief.

每周的小调整能带来每月的巨大动力。

Small refinements weekly create big momentum monthly.

如果你在听，现在就可以把这些冲刺计划安排到日历里，本周末就能开始发布内容。

If you're listening, you can literally calendar those sprints right now and be posting by this weekend.

记住，符合你品牌调性的钩子、地点和促销活动才会获胜。

Remember, hooks, location, and offers that respect your brand voice will win.

保持创作者的协同，严格衡量，并每周加大对胜出者的投入。

Keep creators aligned, measure rigorously, and double down on winners weekly.

如需更多增长策略，请访问 strategicbusinessgrowthsystems.com。

For more growth strategies, visit strategicbusinessgrowthsystems.com.

以上就是《战略业务增长系统》第41集——餐饮版的全部内容。

That wraps episode 41 of Strategic Business Growth Systems, restaurant edition.

今天，我们深入分析了为什么抖音和Instagram已成为新的本地发现引擎，如何优化个人资料、添加位置标签，并打造能转化的內容支柱。

Today, we broke down why TikTok and Instagram are the new local discovery engines, how to optimize profiles, tag locations, and build content pillars that convert.

我们涵盖了短视频的基本原则、真实性的趋势、每周一小时的冲刺计划、吸引顾客到店的行动号召、线下活动、影响者执行方案、付费推广与像素追踪，以及测量、安全性和可访问性。

We covered short form fundamentals, trends with authenticity, a one hour weekly sprint, CTAs that bring people in, in store activation, influencer playbooks, paid amplification and pixels, plus measurement, safety, and accessibility.

将这30天计划添加到你的日历中，付诸执行，每周复盘，见证数字关注度如何转化为满座的客源。

Put the thirty day plan on your calendar, execute, review weekly, and watch digital attention turn into filled seats.