In an era shaped by technology, digital channels like social media have given restaurant owners a wider reach and a more cost-effective way to advertise. In fact, 82% of restaurants in the United States maximize social media for their marketing strategies, according to TripAdvisor data. Online marketing is also an efficient way to reach more potential customers, as Statista shows that around 239 million people in the US use social media, which is about 70.1% of the population.
Restaurant owners can create targeted marketing strategies on specific social media platforms to maximize their results. For instance, Pew Research Center data found that half of US adults use Instagram, so increasing marketing efforts on that platform alongside other channels to boost engagement can be a good strategy. And with the rise of innovative technologies, restaurants can use several tools to help with marketing online. Among these tools, the Ray-Ban Meta smart glasses, in particular, can be a viable solution for optimizing your online marketing strategies. Here’s what you need to know:
According to HungerRush’s SVP for Marketing, Shannon Chirone, having an “always-on” approach to marketing is essential for restaurants to attract more customers and boost overall brand awareness. This means it’s important to maintain a consistent presence and level of activity, which online marketing can provide. In a Modern Restaurant Management interview, Chirone advised restaurant owners to maximize social media channels to “advertise where your customers are already looking.” Having a “strong organic presence” on online channels with millions of users effectively boosts your business, and one way to optimize this online presence is by using visual media.
A study published on ScienceDirect mentioned that social media users are becoming more interested in the visual aspects of social media content than the textual aspects. This is largely because visual content is perceived to be more effective in simulating experiences that engage viewers. The same study mentioned that restaurant owners, in particular, are now able to capitalize on social media to post more appealing content and display appetizing meals as part of their marketing strategy. This, in turn, has reshaped the way customers choose where they eat, as they would prefer to go to an “Instagrammable” restaurant over a less visually attractive option based on what they see online.
Given the importance of visual content and online marketing, maximizing the right tools to help you advertise your restaurant is crucial. Here’s how the Ray-Ban Meta smart glasses can help:
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Credit: Ray-Ban Meta on Instagram
In 2021, designer eyewear brand Ray-Ban partnered with tech giant Meta to launch the first batch of the Ray-Ban Meta smart glasses, an innovative wearable that enables users to enjoy hands-free tasks from the specs. These smart glasses can capture photos, record videos, and play music from the frames – a massive leap from Ray-Ban’s classic sunglass offerings. Today, these smart glasses are available through eyewear retailer Sunglass Hut, along with timeless Ray-Ban sunglasses like the Original Wayfarer and Clubmaster Classic. Wearers can customize these sunnies based on color and lens type. With their hands-free capabilities to record content, the Ray-Ban smart glasses can help restaurant owners optimize their online marketing strategies.
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Credit: Ray-Ban Meta on Instagram
The first version of the smart glasses launched in 2021 did not gain much success. However, the succeeding version has attracted more than half a million buyers, with over 700,000 pairs shipped since its 2023 release, according to market research firm IDC. As mentioned, the smart glasses can take pictures, record videos, and live stream on social media platforms like Facebook and Instagram. With the glasses’ AI assistant, Meta AI, wearers can conveniently command the specs to play music, film videos, and communicate through messaging platforms like Messenger or WhatsApp. This multimodal AI feature can also describe objects, translate languages, and answer questions.
But how exactly can restaurant owners benefit from the Ray-Ban Meta smart glasses? Here’s what you need to know:
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Credit: Danny Huynh on Instagram
Our previous article about mentioned how video content about your dishes is essential in increasing your follower base and driving foot traffic to your restaurant. You can share videos of your chefs setting up meals and other behind-the-scenes snippets from your kitchen to help humanize your brand and build a stronger connection with viewers and diners. With the Ray-Ban Meta smart glasses’ hands-free capabilities to record high-quality videos, you can also film without the need to assemble a filming setup or hire a team, allowing for a more convenient and cost-effective marketing strategy. Plus, the recorded videos from the glasses also look like they’re shot from the audience’s point of view, creating a greater sense of connection with your brand
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Credit: Jonny Manganello on Instagram
According to a Forbes article, video is more immersive and authentic, which can engage more potential customers to try your brand. Aside from videos, the Ray-Ban Meta smart glasses allow you to live stream directly from the specs, eliminating the hassle of setting up or holding your phone. A Journal of Retailing and Consumer Services study mentioned that live stream marketing could help demonstrate the different aspects of products in real-time and foster interaction among live viewers, enhancing audience engagement and perception of authenticity. With the Ray-Ban Meta smart glasses, restaurant owners can leverage Meta AI to command the specs to start a live stream by saying, “Hey, Meta.” You can then stream some snippets of kitchen life, or even conduct interviews with your chefs and staff where audiences can interact and ask questions, helping them feel part of your brand.
By allowing you to shoot and record your visual content hands-free, the Ray-Ban Meta smart glasses can become a valuable and convenient tool for restaurateurs to market their brands more easily online. Optimizing your marketing techniques with these glasses is one way to help your restaurant stand out in a competitive market landscape.
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