Black Tap: The Shakes That Took Social Media By Storm
Guest Blogger Mate Borka: “Mate spent the last three years working marketing part-time and ran his own agency for 6 months. He specialises in Social Media, Branding and Facebook Ads and also does photography mainly focusing on food and landscape imagery.”
What if I told you that milkshakes could win you social media success and boost your brand to the sky and back? Would you believe me?
Well, that is exactly what the owners of Black Tap Craft Burger & Beer did. The American gourmet restaurant chain, which is run by the Michelin-starred chef, Joe Isidori, went viral overnight when Joe’s wife had the idea to put some candy on one of their milkshakes and post that on social media. Their success on social was picked up by the news, and the story of these crazy shakes spread like wildfire.
The burger joint, which has been able to open venues at multiple locations all around the world, up to the finalisation of this article had 307,000 followers only on their main Black Tap Instagram channel.
What Can We Learn From Their Success?
Black Tap’s Story is not the only one out there; there are many brands that utilise the capabilities of social media to achieve their goals online.
What is the takeaway here? Social media works if you do it well. Keep posting consistently while maintaining quality. For example, there is nothing worse than a ton of cheap looking low-res photos on your Instagram account.
One thing that you need to keep in mind is that the brand that you build online will have to exist offline as well. Create something so great that people will talk about it even when they are not on their phones or desktops.
Relevance is another crucial factor in achieving social media success. What Black Tap does is customise their milkshakes based on current trends or holidays. This year the team came up with the Red, White & Blue Cake Shake to celebrate 4th July. It looks so good that you want to lick your phone’s screen.
What Is Your USP (Unique Selling Point)?
Even though Black Tap had initially positioned itself as a high-end burger and beer place, it was their crazy shakes and the amazing social media strategy they executed that made them who they are today.
In order to stand out from your competition, you need to figure out what your unique selling point is as a brand or if you have your own business.
Where’s Will You Reach Your Audience Most Effectively?
Where is the best place for your brand to be featured? If you’re selling professional services – LinkedIn is your playground. However, if your products are eye-catching and look good on camera, you should take a look at Instagram to showcase the products; although you might consider Twitter and Facebook as well, I would consider Instagram a priority.
Social media is always a good place to start establishing your brand.
Something to take away: If you are not sure where to start marketing your brand or business, social media is the first step toward putting your foot through the threshold of digital marketing. You never know when your crazy shakes are going to go viral.