Kettle boiled? Check.
Ready to learn? Check.
Biscuits at the ready? Check.
That’s how you know you’re back for another Tea & Trends.
We’re bringing together some of the most impactful trends and updates in digital each month so you don’t have to, putting a focus on one of our sector specialties: pubs and restaurants.
Of course, these trends and tips could apply to any brand, so stay open-minded and creative!
Now, let’s get into it before your brew goes cold. Here’s everything you need to know from November 2022…
1. TikTok Shop is launching in the US.
It’s been shown that TikTok is not only a place for discovery, but also a place where people find motivation to purchase. In fact, according to TikTok, 57% of European users agreed that the platform inspired them to shop even when they weren’t planning to. With that kind of power, it’s only natural that access to TikTok Shop would continue to grow.
Earlier this month, TikTok Shop began testing in the US, allowing users to purchase products directly through the app. This feature was previously only available in the UK and seven Southeast Asian countries, so releasing it in the US would represent a major increase in ecommerce potential on the platform.
How to make this work for your pub or restaurant:
If your pub or restaurant is on TikTok and you haven’t been making the most of TikTok Shop, now’s the time to truly consider its potential as another source of revenue.
Especially during this time of year, people are searching for gift inspiration using #ChristmasWishList or #GiftTok. If you have something to sell – like gift cards, kegs, or branded merch, for example – it’s time to get in front of the right people.
2. Pinterest increases its in-stream ecommerce potential.
Pinterest is looking to increase in-stream shopping potential with a Christmas campaign, called ‘Shop the Holidays on Pinterest TV’, stating that it will have:
“10 hours of daily programming running from November 15-18th in Canada and the US. Over sixty brands and four major North American publishers are taking part in the series, which will include over 40 hours of shoppable content.”
Why? Well, like all social media platforms, they’re looking to cash in on the power of live-stream shopping potential seen in Asian countries. For example, live-stream shopping in China is projected to reach $180 billion in direct sales this year, almost three times as much as in 2019 when it reached $67 billion.
How to make it work for your pub or restaurant:
It’s well known in the industry that Pinterest users love to shop, with many heading to the platform to discover certain styles or products before making a purchase.
Similar to the TikTok Shop example above, if you have products to sell, make sure they’re on Pinterest. You could start small with a few pins related to your pub gift cards or products, and before you know it… You’re doing a Christmas live-stream where people can directly purchase gift cards for their loved ones while you talk them through your festive menus or reveal your beautifully decorated tree.
3. Instagram continues to increase platform’s features.
View this post on Instagram
Just like in October’s social media updates, Instagram came out swinging this month with multiple new features to try and retain and grow their audience against the popularity of TikTok.
- ’Topic’ tags are being tested for Reels: This new feature allows users to add ‘Topic’ tags to their Reels when uploading, which Instagram are saying will help your Reels to “reach people who share your interests.”
- Add music to still-image posts: Previously only possible on Stories and Reels, Instagram now allows users to add up to 90 seconds of music to their in-feed photo posts.
In their announcement, they shared that “Music is a huge part of expression on Instagram, and we’re excited to provide the ability to add music to Feed photo posts like you can with Reels and Stories.”
How to make it work for your pub or restaurant:
Both of these updates are incredibly simple, yet effective ways to potentially reach and engage with more people.
By tagging your Reels within a certain topic, you may be able to reach people outside your initial audience, whereas the ability to add music to your still-image posts immediately makes your content more engaging to those who already follow you.
Imagine sharing a few pics of your festive dishes and drinks with your favourite Christmas songs over the top to really sell that atmosphere… So simple. So powerful.
Find out more about Topic tags.
Find out more about image-post music.
4. Get ready to watch live sports in VR on Meta’s XTADIUM.
Sit front row and watch with your friends! Immerse yourself in sports with @XtadiumVR – from @ufc, @NASCAR and more – in ways only #VR can deliver. Watch now in 8K: https://t.co/iE9vfcFD1J pic.twitter.com/tgq0q3SWBZ
— Meta Quest (@MetaQuestVR) November 15, 2022
Although Meta Quest 2 technology comes with a price tag that may not be accessible to all, XTADIUM represents a potential future for immersive, live sports experiences.
As the video in the tweet above shows, XTADIUM will give those with a Meta Quest 2 the ability to watch live sports in virtual reality, with access to close-up camera angles and behind-the-scenes shots that may not be possible elsewhere.
The potential of VR is yet to be fully understood, but this may bring us one step closer to the technology being widely adopted into everyday life.
How to make it work for your pub or restaurant:
Don’t rush out and get yourself a Meta Quest 2 for your pub or restaurant just yet, but perhaps do let it inspire you to think of other ways to make live sports at your establishment even more exciting.
For example, you could have a limited-time-only offer during matches or set up a competition to see who can get closest to the real score. There are all kinds of ways you can create an engaging, immersive atmosphere before jumping into another reality.
5. The power of an eye-catching website is never not trending.
Social updates and trends will also be important, especially for building your brand’s reach and audience, but you need somewhere to send all these interested people, right? Well, in the absence of in-app shopping – or perhaps if you sell a service, rather than a product – that’s normally where your website comes in, and we just had to share this beautiful website design from Norwegian Soda Co.
In a single, scrolling page, they are able to completely sell a stylish atmosphere that you can’t help but assume will come alongside their product. You can imagine yourself sipping on fruity concoctions with their tonic water at its core, savouring those slower moments in life with card games or a chilled afternoon in a bar. Bliss.
How to make it work for your pub or restaurant:
Take a look at your website. Is it showing off the atmosphere that makes your pub or restaurant special? If not, it’s time to take a look at what needs to change.
You know where we are, if you’d like a hand transforming your pub website…
Dates to keep in mind for December marketing!
You may already be aware of the big events in December’s marketing calendar, but here’s a round-up…
Until the 18th: World Cup matches in Qatar
24th: Christmas Eve
25th: Christmas Day
26th: Boxing Day
27th-30th: “Twixmas” – that time between the big events!
31st: New Year’s Eve
1st Jan: New Year’s Day
Planning your December 2022 marketing: What should you focus on now?
Effective marketing is all about planning ahead, so where should your mind be as we head into December? Well, here’s what we’re starting to think about now:
- World Cup: The Christmas season and World Cup matches? A festive miracle. If you’re showing the matches throughout the season, make sure you’re their local stadium to catch all the action.
- Last-minute presents: If you have gift cards or any kinds of products, remind those last-minute shoppers… They may be looking to get a few more gifts on the way home and giving someone the gift of time at their local is always a winner.
- All the celebrations: Christmas Eve, Christmas Day, Boxing Day, New Year’s Eve, New Year’s Day, and every single day in-between… That’s when people are looking to get together and indulge in dishes and drinks during the festive season – don’t you want them to spend it at yours? Keep the social media posts coming!
- January offers: If you’ve got ‘em, flaunt ‘em. It’s as simple as that. And keep in mind that if you plan to dip your toe into paid social ads, this may not be the month to try it out, as the number of brands promoting offers increases drastically and the extra competition can make advertising extremely costly.
Finish your brew…
That’s all for this month, but we’ll be back again at the end of December for another Tea & Trends, keeping you at the forefront of digital, from brand websites to social media innovation and everything in-between.