📷 Instagram Strategy
Role in the Funnel
Instagram is the visual brand hub — where Michiu's identity lives. It serves both awareness (Reels, Explore) and consideration (profile visits, saves, DMs for reservations).
Profile Optimization
- Username:
@michiu.amsterdamor@michiuamsterdam - Bio: Clear, compelling — cuisine type, location, booking link
- Link in bio: Linktree or direct reservation link
- Highlights: Menu, Reviews, Behind the Scenes, Events, Location
- Profile photo: Logo (clean, recognizable at small size)
- Category: Restaurant
- Contact buttons: Phone, Email, Directions
Content Strategy
Posting Frequency
- Feed posts: 4-5/week
- Stories: Daily
- Reels: 3-4/week
Content Mix
- 40% Food content — Hero dishes, close-ups, plating, seasonal specials
- 25% Experience/UGC — AI-generated customer moments, real guest reposts
- 20% Behind the scenes — Kitchen prep, chef profile, ingredient sourcing
- 10% Community — Amsterdam content, neighborhood features, collabs
- 5% Promotional — Specials, events, booking CTAs
Format Priority
- Reels (highest reach potential — algorithm favors video)
- Carousels (highest saves and engagement)
- Stories (daily touchpoint, polls, questions)
- Single image posts (beautiful photography moments)
Reel Ideas (Recurring Series)
| Series Name | Concept | Frequency |
|---|---|---|
| "First Bite" | Close-up of someone's first reaction to a dish | Weekly |
| "Plate to Table" | Chef plates dish → served to table in one take | Bi-weekly |
| "Amsterdam × Michiu" | B-roll of Amsterdam streets leading to restaurant | Monthly |
| "Menu Secrets" | Chef reveals a technique or ingredient | Bi-weekly |
| "Your Table is Ready" | Ambiance showcase set to trending audio | Weekly |
Instagram Ads Strategy
Budget: €150-200/month (from total ad spend pool)
Campaign Types
- Reach/Awareness — Boost best-performing Reels to Amsterdam audience
- Engagement — Carousel ads showcasing menu highlights
- Traffic — Drive clicks to reservation page
- Retargeting — Show ads to profile visitors and website visitors
Targeting
- Location: Amsterdam + 10km radius
- Age: 25-55
- Interests: Food, dining, restaurants, Amsterdam lifestyle, cooking
- Custom audiences: Website visitors, Instagram engagers
- Lookalike audiences: Based on existing followers (once sufficient base)
Engagement Tactics
- Reply to every comment within 2 hours during business hours
- Respond to all DMs (reservation inquiries, questions)
- Like and comment on local food accounts, Amsterdam lifestyle pages
- Repost genuine customer content (with permission) to Stories
- Use interactive Story features weekly (polls, quizzes, sliders, Q&A)
- Engage with trending audio in Reels (stay culturally relevant)
Hashtag Strategy
Per post, use 10-15 hashtags (current best practice):
Branded (always use): #Michiu #MichiuAmsterdam
Location: #Amsterdam #AmsterdamFood #AmsterdamRestaurants #EatAmsterdam #[Neighborhood]
Cuisine-specific: #[CuisineType] #[DishSpecific] — fill in after brand audit
Community: #AmsterdamFoodie #FoodieAmsterdam #NetherlandsFood
Trending (rotate): Check trending food-related hashtags weekly
Related Notes
- 👥 Target Audience Personas
- 📅 Content Calendar Framework
- 🎬 Content Formats & Specs
- 🎭 UGC AI Models & Storytelling