Draft - Too Good To Go BlogHow Much Does Social Media Advertising Cost for Small Food Businesses?

Organic Posts vs. Boosted Posts: What’s the Difference?

Organic Posts

• Daily specials, like a coffee and pastry combo.
• Behind-the-scenes content, such as baking your bread or brewing coffee.
• Customer reviews or success stories.

Boosted Posts

• Promoting seasonal specials, like Valentine’s Day desserts or holiday coffee blends.
• Advertising new menu items, such as a breakfast sandwich or a new pastry option.
• Announcing events, like live music at your café or workshops to learn how to make late arts for example.

Benefits of Boosting:

• Wider Reach: Get your post in front of people beyond your followers, such as locals or food enthusiasts.
• Targeting Options: Reach specific groups, like nearby office workers who might stop by for lunch.
• Low Cost: Start with as little as €10–€50 to see noticeable results.

Understanding the Pricing of Social Media Advertising Platforms: A Quick Guide for Food Businesses

1. Cost-per-click (CPC)

• Example: Promote a post that redirects users to your bakery’s website on click. If 100 people click on it at €0.50 per click, you’ll pay €50.

2. Cost-per-thousand-impressions (CPM)

• Ideal for raising awareness about new offerings, such as a loyalty program or a seasonal menu.
• Typical costs: €5–€12 per 1,000 views.

How Much Should Food Businesses Spend on Social Media Advertising?

Facebook and Instagram Ads for Local Campaigns

• CPC (Cost-per-click): €0.30–€1.00.
• CPM (Cost-per-thousand-impressions): €5–€12.

• Small Budget (€100–€300): Great for promoting daily specials or new menu items.
• Larger Budget (€500–€1,500): Ideal for launching seasonal campaigns or hosting events.

Track Results on your Social Media Ads

1. Reach: The number of unique people who see your ad.
2. Engagement: Likes, comments, shares, or clicks.
3. Clicks: See if customers are visiting your website or checking your menu.
4. Cost-per-click (CPC): Lower CPC means more efficient spending.
5. Conversions: Actions like placing an order or visiting your location.

Which Ad Formats are Suitable for Food Businesses

• Carousel Ads: Showcase multiple items, like a coffee menu, desserts, or combos.
• Video Ads: Highlight how your bread is baked fresh or create a time-lapse of a busy morning rush.
• Stories: Use full-screen visuals for limited-time offers, like a happy-hour deal or seasonal treats.

Partnering with Influencers: Another Way to Advertise

The Three Different Categories of Influencer

• Nano Influencers (1,000–10,000 followers):Nano influencers have the smallest following, but they are highly connected to their audience. Their followers often consist of friends, family, and local communities who trust their opinions. For small food businesses, nano influencers can be an affordable way to create authentic and localized marketing campaigns.
  • Why Choose Nano Influencers? They are cost-effective and have strong personal connections with their audience, which makes their recommendations feel genuine. They are particularly useful if you want to focus on attracting a loyal local customer base.
  • Costs: €50–€200 per post, depending on the influencer’s niche and engagement level. Some might even do it in exchange for free products or preferential offers.
• Micro Influencers (10,000–50,000 followers):Micro influencers have a slightly larger audience but still maintain a high level of engagement. Their followers often trust their recommendations because they come across as relatable and approachable. For food businesses, micro influencers are a great choice to target specific niches, such as foodies, sustainable dining advocates, or local communities.
  • Why Choose Micro Influencers? They offer a balance between affordability and reach, with content that feels authentic and has a higher likelihood of driving action, such as a store visit or food purchase.
  • Costs: €200–€1,000 per post.
• Macro Influencers (50,000+ followers):Macro influencers have the largest audiences, often including followers across regions or countries. They are ideal for businesses aiming to achieve widespread awareness, such as launching a new product line or expanding into a new area. However, their engagement rates tend to be lower than those of nano or micro influencers.
  • Why Choose Macro Influencers? If your goal is brand awareness on a larger scale, macro influencers can help you reach a wide audience quickly.
  • Costs: Typically €1,000+ per post, though this can vary significantly based on the influencer’s platform and following.

Choose the Right Influencers to Promote your Food Business

• Food and Dining: Influencers who post about meals, recipes, or dining experiences, making them a natural fit for promoting restaurants, bakeries, or other food-focused businesses.
• Sustainability: Creators who advocate for eco-friendly practices and highlight brands or stores that align with their values. For example, businesses on Too Good To Go demonstrate their commitment to reducing food waste by offering surplus food through the platform, attracting eco-conscious customers in the process.

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