Les r\u00e9seaux sociaux sont devenus incontournables dans l\u2019Horeca. L\u2019essor de plateformes telles qu\u2019Instagram, Facebook, TikTok et Google Reviews rend donc une forte pr\u00e9sence en ligne essentielle pour les \u00e9tablissements Horeca. En effet, en motivant vos h\u00f4tes \u00e0 promouvoir votre concept Horeca par le biais des r\u00e9seaux sociaux, vous pouvez attirer de nouveaux clients, sans devoir y consacrer un budget marketing important. Plus que jamais, l\u2019h\u00f4te est roi et se trouve \u00eatre, \u00e0 la fois, votre principal marketeur.<\/strong><\/p>\nUn \u00e9tablissement Horeca qui veut rester dans le coup doit proposer un concept \u2018instagrammable\u2019 et donc visuellement fort. Il peut s\u2019agir d\u2019un aspect de l\u2019int\u00e9rieur, d\u2019un plat, d\u2019une table joliment dress\u00e9e, de l\u2019\u2019ambiance\u2019 dans la salle, etc. Les photos, vid\u00e9os et commentaires post\u00e9s peuvent (tr\u00e8s) rapidement g\u00e9n\u00e9rer une fr\u00e9quentation suppl\u00e9mentaire.<\/p>\n
Il s\u2019agit donc de rester pertinent en ligne dans un march\u00e9 en perp\u00e9tuelle \u00e9volution. Lors du prochain salon Horecava \u00e0 Amsterdam (www.horecava.nl), qui se d\u00e9roulera du 13 au 16 janvier 2025 et repr\u00e9sente quelques dizaines de milliers de visiteurs chaque ann\u00e9e, vous pouvez entrer en contact avec des exposants offrant des produits dot\u00e9s d\u2019un attrait hors ligne et en ligne, tels que des fournisseurs d\u2019int\u00e9rieurs instagrammables, de concepts, de plantes murales, d\u2019\u00e9clairage, d\u2019am\u00e9nagement de terrasse, de couverts, d\u2019assiettes et d\u2019ingr\u00e9dients, garnitures et boissons visuellement attractifs.<\/p>\n
![\"\"](\"https:\/\/horecamagazine.be\/wp-content\/uploads\/2024\/12\/Scherm\u00adafbeelding-2024-12-04-om-11.32.01-1024x593.jpg\")
<\/p>\n
Le salon accueillera \u00e9galement des exposants qui pourront conseiller les entrepreneurs \u00e0 propos des r\u00e9seaux sociaux. Ils donneront par exemple des conseils sur l\u2019am\u00e9nagement de votre \u00e9tablissement et la cr\u00e9ation de boissons et de plats instagrammables. Un TrendLAB, qui rendra les tendances palpables et accessibles, sera \u00e0 nouveau pr\u00e9sent. Dans l\u2019AI-LAB, vous en saurez plus sur la fa\u00e7on dont l\u2019intelligence artificielle peut vous aider \u00e0 r\u00e9diger des publications sur les r\u00e9seaux sociaux et des lettres d\u2019information.<\/p>\n
Quel est donc le profil des utilisateurs des r\u00e9seaux sociaux ? Des chiffres provenant de diverses sources d\u00e9montrent que le public diff\u00e8re d\u2019un r\u00e9seau social \u00e0 l\u2019autre.<\/p>\n
Par exemple, environ 71 %<\/strong> des utilisateurs d\u2019Instagram<\/strong> ont moins de 35 ans<\/strong>, alors que la tranche d\u2019\u00e2ge dominante chez Facebook<\/strong> se situe entre 50 et 64 ans<\/strong> (environ 65 %). Chez LinkedIn<\/strong>, 60 % des personnes interrog\u00e9es ont entre 25 et 34 ans<\/strong>, suivies par le groupe des 30-49 ans. Chez TikTok<\/strong>, 38,9 % ont entre 19 et 24 ans<\/strong> (et sont donc tr\u00e8s jeunes) et 32,4 % ont entre 25 et 34 ans, ce qui d\u00e9montre que les vrais adeptes de TikTok appartiennent principalement aux g\u00e9n\u00e9rations Z et Y.<\/span><\/p>\n\u00c0 noter\u00a0: en moyenne, les gens passent 115 minutes par jour<\/strong> (pr\u00e8s de 2 heures) \u00e0 utiliser les r\u00e9seaux sociaux et le nombre moyen de plateformes utilis\u00e9es est 4,4.<\/p>\nChiffres remarquables\u00a0: 90 % des h\u00f4tes lisent les critiques d\u2019un restaurant avant de faire leur choix.<\/strong> Pour 54 % des h\u00f4tes, les avis sont d\u00e9terminants dans le choix du restaurant. 57,2 % des visiteurs lisent les avis en ligne pour obtenir davantage d\u2019informations, tandis que 37 % consultent les pages d\u2019un restaurant sur les r\u00e9seaux sociaux.<\/p>\n81 % des r\u00e9servations de restaurant sont effectu\u00e9es en ligne. 71 % utilisent l\u2019outil de r\u00e9servation du restaurant lui-m\u00eame \u00e0 cette fin. 50\u00a0% des h\u00f4tes basent le choix d\u2019un restaurant sur la carte du menu.<\/p>\n
Le bouche-\u00e0-oreille arrive toujours en premi\u00e8re position (54 %) dans la d\u00e9couverte de nouveaux restaurants, mais est suivi de pr\u00e8s, cette fois encore, par les r\u00e9seaux sociaux (44 %). Autre chiffre remarquable\u00a0: 32 % des visiteurs que vous attirez sur les r\u00e9seaux sociaux se rendent directement sur le site web du restaurant et sont donc des clients potentiels.<\/strong><\/p>\n![\"\"](\"https:\/\/horecamagazine.be\/wp-content\/uploads\/2024\/12\/Scherm\u00adafbeelding-2024-12-04-om-11.32.16-1024x498.jpg\")
<\/p>\n
En tant qu\u2019exploitant Horeca, comment vous lancer sur les r\u00e9seaux sociaux ? Dans un premier temps, vous devez bien r\u00e9fl\u00e9chir \u00e0 votre planification de contenu, \u00e0 ce que vous voulez partager comme contenu avec votre public cible. Cr\u00e9ez votre propre style, rendez-le reconnaissable et publiez r\u00e9guli\u00e8rement, pour susciter durablement l\u2019attention.<\/p>\n
Essayez \u00e9galement de m\u00e9langer diff\u00e9rents types de contenu, par exemple en alternant photos et vid\u00e9os. Pensez \u00e9galement aux actions promotionnelles, aux menus hebdomadaires, aux plats signatures, aux recettes en images, \u00e0 une \u2018journ\u00e9e dans la vie du chef\u2019, etc.<\/p>\n
Utilisez des hashtags, car ils vous assurent une plus grande port\u00e9e. Optez pour des hashtags pertinents pour accompagner votre message.<\/p>\n
Une autre recommandation est le user generated content, par lequel vous incitez vos h\u00f4tes \u00e0 publier \u00e0 propos de votre \u00e9tablissement Horeca.<\/p>\n
Incitez \u00e9galement vos h\u00f4tes \u00e0 partager des articles sur votre \u00e9tablissement en organisant, par exemple, un concours. Partagez ce contenu vous-m\u00eame, cet h\u00f4te reviendra peut-\u00eatre plus vite et de nouveaux h\u00f4tes seront incit\u00e9s \u00e0 franchir le seuil parce qu\u2019ils s\u2019identifient avec l\u2019h\u00f4te en question.<\/p>\n
Un dernier tuyau\u00a0: Ces derni\u00e8res ann\u00e9es, plusieurs food influencers sont devenus tr\u00e8s populaires et, en g\u00e9n\u00e9ral, ils piaffent d\u2019impatience \u00e0 la perspective d\u2019entamer une collaboration.<\/p>\n
![\"\"](\"https:\/\/horecamagazine.be\/wp-content\/uploads\/2024\/12\/Scherm\u00adafbeelding-2024-12-04-om-11.32.36-1024x601.jpg\")
<\/p>\n
[ Danny Verheyden ]<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"
Les r\u00e9seaux sociaux sont devenus incontournables dans l\u2019Horeca. L\u2019essor de plateformes telles qu\u2019Instagram, Facebook, TikTok et Google Reviews rend donc une forte pr\u00e9sence en ligne essentielle pour les \u00e9tablissements Horeca. En effet, en motivant vos h\u00f4tes \u00e0 promouvoir votre concept Horeca par le biais des r\u00e9seaux sociaux, vous pouvez attirer de nouveaux clients, sans devoir […]<\/p>\n","protected":false},"author":5,"featured_media":49191,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","_monsterinsights_skip_tracking":false,"pgc_sgb_lightbox_settings":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[42,77],"tags":[],"class_list":["post-49245","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-focustastefr","category-uitgelicht-homepage-fr","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\n
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