Have you ever heard the expression, “Do it for the ‘gram?” According to UrbanDictionary.com, a website devoted to cataloging modern slang, it is a saying that is “used by people, mainly teens, who use Instagram a lot.” That definition goes back to 2013, positively ancient history by Internet standards, but the sentiment encapsulates a phenomenon that is as old as any kind of recordkeeping: it is the desire to document our experiences to share with others. In the case of something like Instagram, it’s especially about capturing a moment that you want to share online. (In the dark ages, we used to keep scrapbooks with actual photographs to do basically the same thing, but in person!)
Many consumers photograph all kinds of experiences: a nicely plated meal at a restaurant, opening a popular gadget, or the royal treatment received at a wellness spa. Whether you find this behavior endearing or obnoxious, the truth is that a smart business is wise to capitalize on it, to ensure they offer what Shep Hyken calls “selfie experiences”—that is, “an experience that is so good your customers want to remember it with a photograph.”
A Visual Word-of-Mouth for the Digital Age
When someone posts a selfie-experience picture on social media, they might have a few different motivations, ranging from a simple desire to share their good times with others to borderline boasting about them. Explicitly or not, when consumers post pictures (or videos for that matter), it’s like they’re endorsing those experiences.
These endorsements can create “FOMO,” another trendy term for us to consider: in this case, it’s an acronym for fear-of-missing-out. Simply put, these posts inspire feelings of envy in their viewers. A viewer sees his friends having a great time, and he wants to do the same. And like all word-of-mouth situations, these endorsements are far more effective than traditional advertising.
How to Take Advantage
If you run a consumer-facing business, be it a restaurant, car dealership, retail store, etc., you’re in position to capitalize. Picture how you would convey your ideal customer experience in a photograph, and especially how you would brand it so that it specifically promotes your business. What ways can you add your signature to a meal presentation, or a vehicle test drive, or a purchase at a store?
Many successful boutique stores, for example, use fancy (and branded!) bags during checkout. Ditto for a café that crafts beautiful drinks and then uses logoed cups. A salesperson could even suggest posing with a car before it’s driven off the lot.
Regardless of the kind of business you operate, visually compelling décor is an open invitation to be photographed. Don’t seek to emulate the sterile and bland appearances of other places: put your own flourish on yours.
We Can Help
The Brandt Group has been an industry leader in brand management, profit enhancement, and customer experience maximization for over thirty years. Our clients range from major brands to small businesses, but they all have one thing in common: they recognize that long-term success is the result of constant self-evaluation and improvement.
With our powerful tools, including mystery shopping, feedback surveys, and leadership training courses, your business can achieve its goals, too. If you’re ready to take the next step towards creating a superior customer experience—the kind your customers are proud to document and share with their friends—then let’s get started before the kids start calling it something else besides selfies!
