My wife eats with her eyes.
Well, not literally, because that would be weird and I don’t think our health insurance would cover the treatments, but figuratively.
Before we set foot in any restaurant, café or bar, she heads straight for their Instagram page. Not Google, not their website, Instagram. And depending on the quality of their content, we could be driving an hour down the coast for picture-perfect Thai or skipping a doughnut shop five minutes up the road because they didn’t post their long weekend opening hours.
There’s a lot hinging on that grid of tiny squares.
But this isn’t an article about my wife’s eating habits – it’s an important lesson for marketers on how people discover and get to know brands, because it’s easy to see how this behaviour applies to many categories beyond food, like fashion, travel, fitness, entertainment, art, tech – the list goes on.