Showerthought: I tried a 30-day video push for our local bakery and the results were backwards

Honestly, I manage content for a small family bakery in Springfield. Last month, I decided to go all in on short, polished recipe videos for Instagram, thinking that would drive the most traffic to our site. I spent about 15 hours a week filming and editing, way more than usual. After 30 days, our website traffic from Instagram actually dropped by 20%, but our in-store foot traffic from people who saw the videos went up by almost 40%. It taught me that for a local business, polished content might not be the goal if it doesn't get people in the door. Has anyone else seen their content goals get flipped like that, where the metric you focused on was the wrong one?

3 comments

3 Comments

bennett.riley20d ago

But the website drop could mean you're losing future business (like catering orders from out of town). Polished videos that don't get clicks might just be fancy ads for your neighbors.

uma66826d ago

That drop in website traffic is a real problem though. People watch a video and just show up, they don't click through. You're missing all the online orders and catering leads from people who aren't local.

logan_allen6826d ago

Eh, is it really that big of a deal though? If people are watching the video and then coming into the store, that's still a win... they're spending money. The website traffic drop just shows they got what they needed from the video. Maybe online orders aren't the main goal here.