Social media to attract customers as routines return

What should you post to capture attention?

Variety works on social media too. Alternating different types of content is an excellent way to prevent your profile from becoming a repetitive shop window. Take note!

• Products. Showcase new additions, customer favourites or products you want to promote.
• Consumption occasions. Show how well your products fit into a pre-work breakfast, a mid-morning break or an afternoon snack.
• Behind the counter. Capture the team preparing for service, taking products out of the oven or making a coffee. This creates a sense of connection and gives your brand a human touch.
• Limited-time promotions. A special breakfast, a coffee-and-pastry combo or a takeaway option can provide a compelling reason for customers to visit.
• Local content. Talk about your neighbourhood, your customers’ routines or nearby events. Being relevant to the local community is one of the best ways to stand out from being perceived as ‘just another café’.

Consistency beats posting a lot for just one week

One of the most common mistakes is to start September by posting consistently, only to abandon the profile a few weeks later. It is better to establish a schedule you can genuinely maintain. Two or three posts per week, supported by more spontaneous Stories, may be enough to keep your communication active.

Also remember that not everything has to be new content. The same photograph can work across different formats: a post showcasing the product, a Story answering a question or a promotion built around it. The key is not to turn social media into yet another obligation, but to integrate it into the business’s day-to-day activity.

Turn your posts into visits

An attractive, polished post is good, but a post that gets someone through the door is even better. To achieve this, always try to include a small reason to act (also known as a call to action): ‘Try it this week’, ‘Available from 7:30 a.m.’, ‘Come and pick up your afternoon snack’ or ‘Save this for your next breakfast’ are just a few ideas.

You can also use the platforms’ own tools to encourage engagement. Asking customers which flavour they prefer, launching a poll or encouraging them to share a post helps your content reach a wider audience and, above all, allows you to understand their preferences more clearly.

If you have a back-to-routine promotion, communicate it clearly over several days. Repetition ultimately helps the message sink in and be remembered.

Your profile needs a return to routine too

September can be the perfect time to review your own social media channels, take stock and give them a quick refresh. Update your business information (for example, by checking your opening hours), make sure your photographs still represent your current offering and remove anything that is out of date.

Then think about the weeks ahead: which consumption occasions do you want to promote? Which products sell best? Which promotions could drive footfall during quieter periods? Your answers will give you a simple basis for planning content and help you avoid improvising every time you need to publish.

Practical tips for relaunching your social media

• Create a simple content calendar. Spend a few minutes at the start of each week deciding what you are going to post, rather than always leaving it until the last minute. Planning is key!
• Photograph what you already have. Strong composition, natural light and a smartphone can go a long way when showcasing breakfasts, afternoon snacks and freshly prepared products.
• Write the way you speak to your customers. A friendly tone works better than overly promotional messages.
• Make the most of key consumption times. Posting a breakfast idea in the morning or an afternoon snack suggestion before school finishes can make your content feel more timely.
• Measure what works. Look at which posts receive the most engagement, which ones drive the most profile visits and which ideas generate the greatest interest. This information will help you decide what to repeat.
• The return to routine is also an opportunity to reconnect. You do not need to be constantly present or post without a break. What matters is that, when someone thinks about their next coffee, breakfast or afternoon snack, your business is one of the first options that comes to mind.

Here’s to a successful return to routine!