{"id":23587,"date":"2022-05-09T06:00:00","date_gmt":"2022-05-09T11:00:00","guid":{"rendered":"https:\/\/freshcup.com\/?p=23587"},"modified":"2022-08-17T23:36:21","modified_gmt":"2022-08-18T04:36:21","slug":"how-to-make-an-instagrammable-cafe","status":"publish","type":"post","link":"https:\/\/freshcup.com\/how-to-make-an-instagrammable-cafe\/","title":{"rendered":"How to Make an Instagrammable Caf\u00e9"},"content":{"rendered":"

[I]n 2009, no one had ever heard of a little thing called <\/span>Instagram<\/span><\/a>. On July 16, 2010, the first-ever photo was posted to the platform, and, unbeknownst to the rest of the world, Instagram forever changed the marketing landscape.\u00a0<\/span><\/p>\n

Today, it\u2019s practically unheard of to find a consumer-facing business that doesn\u2019t have a profile on the photo-sharing platform. Instagram is the second-most populated social media platform globally, with\u00a0<\/span>two billion monthly active accounts<\/span><\/a>\u00a0and more than half of those accounts following brands. As a network users rely on for researching brands and learning about new products, Instagram has become an integral tool in any marketer\u2019s belt.<\/span><\/p>\n

\"\"DropShot photos by Wade McElroy<\/span><\/p>\n

With all those users, though, comes noise.\u00a0<\/span>In 2016, users made 95 million posts every day<\/span><\/a>, and that number has likely grown significantly over the following years. Standing out from the crowd and cultivating followers can be difficult as tastes and trends evolve daily.<\/span><\/p>\n

Instagrammability is a characteristic that\u2019s frequently talked about in the coffee and service industry. A drink can be delicious but may not be Instagrammable due to its straightforward presentation. A caf\u00e9 can be homey and welcoming but may not be Instagrammable due to its outdated design.\u00a0<\/span><\/p>\n

\"\"
DropShot<\/figcaption><\/figure>\n

But let\u2019s zoom out for a second. What does the term \u201cInstagrammable\u201d mean\u2014and what\u2019s its value? After nearly a decade of Valencia filters, #cafevibes, and Brooklyn aesthetics, let\u2019s assess the platform\u2019s effect on the specialty beverage industry and how to cultivate an ephemeral yet deeply impactful Instagrammable moment.<\/span><\/p>\n

Worthy of Sharing<\/span><\/strong><\/h3>\n

According to marketing and leadership expert\u00a0<\/span>Seth Godin<\/span><\/a>: \u201cFor most of us, from the first day we are able to remember until the last day we breathe, our actions are primarily driven by one question, \u2018Do people like me do things like this?\u2019\u201d<\/span><\/p>\n

\"\"Dayglow<\/span><\/p>\n

Having people share your brand for you on social media cultivates trust and social proof of your brand. Once they see a post from a friend or an influencer whom they aspire to be like, a person is more likely to see that activity as something they want to participate in.<\/span><\/p>\n

Creating imagery\u2014whether it\u2019s a mural, a unique menu item, or an overall design aesthetic\u2014that people feel is worthy of sharing with their friends, that speaks to how they see themselves, and is eye-catching is what Instagrammability is all about.<\/p>\n

\"\"
DropShot<\/figcaption><\/figure>\n

\u201cI think that\u2019s what just kind of drives people to take out their phones,\u201d says Maura Davis, general manager of the\u00a0<\/span>FieldHouse Jones<\/span><\/a>\u00a0hotel in Chicago. \u201cIt\u2019s like, \u2018Oh my gosh, I would never expect this. I want to share this with my friends.\u2019\u201d<\/span><\/p>\n

DropShot is a caf\u00e9 located in FieldHouse Jones that features a feast of unexpected imagery. From a spiraling art installation of tennis rackets that weave throughout the space to two massive slot car racing tracks to a wall overflowing with antique board and lawn games, unexpected visual elements can be discovered around every corner.<\/span><\/p>\n

\u201cEven the murals inside the building get Instagrammed five, six, seven times a day by all our hotel guests,\u201d says Davis. \u201cAnd you\u2019re just reaching a much broader crowd.\u201d<\/span><\/p>\n

In Nashville, Tennessee,\u00a0<\/span>Good Citizen Coffee Co\u2019s.<\/span><\/a>\u00a0(formerly Stay Golden Coffee Co.) bright, airy, and sleek-yet-fun locations have become photogenic destinations for locals and tourists alike.<\/span><\/p>\n

\"\"
Good Citizen Coffee Co. in Nashville<\/figcaption><\/figure>\n

Good Citizen partner and director of hospitality Jamie Cunningham explains how Stay Golden\u2019s signature look came not from chasing trends or directly trying to make an Instagrammable space but by first thinking of how he and his partners wanted customers to feel:<\/p>\n

\u201cWe like beautiful things, and that means \u2018Instagrammable\u2019 in some sense when it\u2019s beautiful,\u201d he says. \u201cThe overall design of our spaces came down to culture first. The culture of our business is to be open and inviting\u2026If we could have, our intent would have made it to where you could see the whole space from front to back when you walked in the door. We want things to be open and transparent, and to be inviting. See what the kitchen\u2019s doing; that\u2019s fun for many people.\u201d<\/p>\n

\"\"
Good Citizen<\/figcaption><\/figure>\n

By putting culture and hospitality as a top priority, the Good Citizen crew created a naturally welcoming space for customers walking through the door, making it an experience that guests want to share with their friends.<\/p>\n

The light walls, pops of color, and lack of barriers create a sense of lighthearted transparency and openness and allow natural sunlight to flood the space, making it an Instagrammer\u2019s dream photo location. It\u2019s no coincidence that the Good Citizen tagged feed is filled with well-lit shots of signature drinks, menu items, and the space itself.<\/p>\n

\"\"
Good Citizen<\/figcaption><\/figure>\n

Everything\u2014from the chic yet minimally presented beverages and marble tabletop backgrounds to the beautifully lush indoor plants and impeccable lighting\u2014makes it easy for folks to take a beautiful photo worth sharing.<\/span><\/p>\n

Building a Business on the \u2018Gram<\/span><\/strong><\/h3>\n

Tracking the actual impact of Instagram on your business can be difficult. Posting pictures out into the void and tracking followers can sometimes seem like a time-consuming task without reward. Still, there can be tangible, real-world benefits to investing in your digital community.<\/span><\/p>\n

Tohm Ifergan decided that he wanted a different kind of account to set his caf\u00e9 and coffee subscription service, Dayglow, apart. He thought that highly-stylized product photography would be a way to distinguish his brand from other companies.<\/p>\n

\"\"
Dayglow in Los Angeles<\/figcaption><\/figure>\n

\u201cI wanted to do something that essentially put more focus on the products we\u2019re selling. And in this case, the coffees themselves,\u201d explains Ifergan. \u201cOur brand is built around a holographic foil [that\u2019s] essentially our color. We use that element in our social media, switching off different colors every couple of weeks and highlighting or accenting certain elements of the drinks we\u2019re selling or the coffees that are selling that month.\u201d<\/span><\/p>\n

As a result of this method, Ifergan, with photographer Kingston of Vacant House, creates a series of monochromatic images on\u00a0<\/span>Dayglow\u2019s Instagram account<\/span><\/a>\u00a0that feature a single product or coffee in front of a brightly colored background.<\/span><\/p>\n

\"\"
Butterfly pea cappuccino at Dayglow<\/figcaption><\/figure>\n

\u201cThat\u2019s another reason our palette works: there\u2019s a lot of contrast, and so much color fills the space. So when you\u2019re scrolling, it pops,\u201d says Ifergan. \u201c\u2018Instagrammable,\u2019 to me, means anything eye-catching in less than seconds.\u201d<\/p>\n

Creating unique images is undoubtedly an investment in both time and finances. Dayglow spends roughly 10% of its revenue on marketing, and an entire day each month is spent in the caf\u00e9\u2019s parking lot getting the candy-colored images, not to mention the time is taken to edit. Ifergan reports that the efforts pay off, though: roughly one in three customers say they discovered Dayglow through Instagram. The platform has allowed the company to build a global following.<\/p>\n

\"\"
Dayglow<\/figcaption><\/figure>\n

\u201cWe had numerous people from places like Russia or Europe or Australia reach out to us or become fans of us because of [Instagram],\u201d says Ifergan. \u201cBeing just a coffee shop in a small neighborhood in Los Angeles\u2026 It\u2019s been cool to connect with people differently, and it\u2019s helped us.\u201d<\/span><\/p>\n

Insta Implementation<\/span><\/strong><\/h3>\n

While it seems as though Instagram has changed caf\u00e9 culture, Instagram instead reflects a new way to share an old idea: people come to coffee shops and teahouses not simply for a caffeine fix but to interact with people in their community.<\/p>\n

Beautiful and unexpected visuals are cause for people to share their experiences\u2014not only with a friend or two but with their entire digital tribe. Before a patron even enters a shop, an outdoor mural, sculpture, or even unexpected paint color could become the perfect photo op for passersby. Inside, everything from the walls, ceilings, tables, bar top, chairs, floor, equipment, to even the napkin holders are all a blank canvas for owners to create their brand of Instagrammability.<\/p>\n

Then there are the actual food, drinks, and products served. Thoughtful presentation of food and beverage, or a beautiful bag of roasted beans to take home, can be another chance for customers to feel connected to a company.<\/p>\n

\"\"
Good Citizen<\/figcaption><\/figure>\n

Knowing what culture you want to create for customers is key to developing a space that people want to be in and share with their followers.<\/p>\n

Cunningham sums it up nicely: \u201cIt\u2019s ultimately about connecting with your audience.\u201d<\/p>\n

This article was originally published on July 31, 2019 and has been updated to reflect Fresh Cup’s current editorial standards.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Instagrammability is a characteristic that\u2019s frequently talked about in our industry. But what does that term mean\u2014and what\u2019s the value of it? <\/p>\n","protected":false},"author":1145,"featured_media":23588,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"limit_modified_date":"","last_modified_date":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}},"beyondwords_generate_audio":"","beyondwords_project_id":"","beyondwords_content_id":"","beyondwords_player_style":"","beyondwords_language_id":"","beyondwords_title_voice_id":"","beyondwords_body_voice_id":"","beyondwords_summary_voice_id":"","beyondwords_error_message":"","beyondwords_disabled":"","beyondwords_podcast_id":"","beyondwords_hash":"","publish_post_to_speechkit":"","speechkit_hash":"","speechkit_generate_audio":"","speechkit_project_id":"","speechkit_podcast_id":"","speechkit_error_message":"","speechkit_disabled":"","speechkit_access_key":"","speechkit_error":"","speechkit_info":"","speechkit_response":"","speechkit_retries":"","speechkit_updated_at":"","_speechkit_link":"","_speechkit_text":""},"categories":[14251,14249],"tags":[],"jetpack_publicize_connections":[],"acf":[],"yoast_head":"\nHow to Make an Instagrammable Caf\u00e9 - Fresh Cup Magazine<\/title>\n<meta name=\"description\" content=\"Instagrammability is a characteristic that\u2019s frequently talked about in our industry. But what does that term mean\u2014and what\u2019s the value of it?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/freshcup.com\/how-to-make-an-instagrammable-cafe\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Make an Instagrammable Caf\u00e9 - Fresh Cup Magazine\" \/>\n<meta property=\"og:description\" content=\"Instagrammability is a characteristic that\u2019s frequently talked about in our industry. But what does that term mean\u2014and what\u2019s the value of it?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/freshcup.com\/how-to-make-an-instagrammable-cafe\/\" \/>\n<meta property=\"og:site_name\" content=\"Fresh Cup Magazine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/FreshCupMagazine\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-05-09T11:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-08-18T04:36:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/freshcup.com\/wp-content\/uploads\/2019\/07\/Dayglow_PinaDrink_1015.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1015\" \/>\n\t<meta property=\"og:image:height\" content=\"735\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jordan Johnson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@FreshCupMag\" \/>\n<meta name=\"twitter:site\" content=\"@FreshCupMag\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jordan Johnson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/freshcup.com\/how-to-make-an-instagrammable-cafe\/\",\"url\":\"https:\/\/freshcup.com\/how-to-make-an-instagrammable-cafe\/\",\"name\":\"How to Make an Instagrammable Caf\u00e9 - Fresh Cup Magazine\",\"isPartOf\":{\"@id\":\"https:\/\/freshcup.com\/#website\"},\"datePublished\":\"2022-05-09T11:00:00+00:00\",\"dateModified\":\"2022-08-18T04:36:21+00:00\",\"author\":{\"@id\":\"https:\/\/freshcup.com\/#\/schema\/person\/dc1d0e0f9b8b70b75a5966bed3633a55\"},\"description\":\"Instagrammability is a characteristic that\u2019s frequently talked about in our industry. But what does that term mean\u2014and what\u2019s the value of it?\",\"breadcrumb\":{\"@id\":\"https:\/\/freshcup.com\/how-to-make-an-instagrammable-cafe\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/freshcup.com\/how-to-make-an-instagrammable-cafe\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/freshcup.com\/how-to-make-an-instagrammable-cafe\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/freshcup.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Retail and Commerce\",\"item\":\"https:\/\/freshcup.com\/category\/retail-commerce\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"How to Make an Instagrammable Caf\u00e9\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/freshcup.com\/#website\",\"url\":\"https:\/\/freshcup.com\/\",\"name\":\"Fresh Cup Magazine\",\"description\":\"Coffee Industry Stories and Insights\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/freshcup.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/freshcup.com\/#\/schema\/person\/dc1d0e0f9b8b70b75a5966bed3633a55\",\"name\":\"Jordan Johnson\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/freshcup.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/35b08e43e7b1e4ddcd0bb26ab8704822?s=96&d=https%3A%2F%2Fp194.p3.n0.cdn.getcloudapp.com%2Fitems%2FNQu4LeXQ%2Fd67247f7-9611-4038-b16a-7478cd067ca3.jpg%3Fv%3Dfdbe2c631762f9448134eee172d9efb5&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/35b08e43e7b1e4ddcd0bb26ab8704822?s=96&d=https%3A%2F%2Fp194.p3.n0.cdn.getcloudapp.com%2Fitems%2FNQu4LeXQ%2Fd67247f7-9611-4038-b16a-7478cd067ca3.jpg%3Fv%3Dfdbe2c631762f9448134eee172d9efb5&r=g\",\"caption\":\"Jordan Johnson\"},\"url\":\"https:\/\/freshcup.com\/author\/jordan-johnson\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How to Make an Instagrammable Caf\u00e9 - Fresh Cup Magazine","description":"Instagrammability is a characteristic that\u2019s frequently talked about in our industry. But what does that term mean\u2014and what\u2019s the value of it?","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/freshcup.com\/how-to-make-an-instagrammable-cafe\/","og_locale":"en_US","og_type":"article","og_title":"How to Make an Instagrammable Caf\u00e9 - Fresh Cup Magazine","og_description":"Instagrammability is a characteristic that\u2019s frequently talked about in our industry. But what does that term mean\u2014and what\u2019s the value of it?","og_url":"https:\/\/freshcup.com\/how-to-make-an-instagrammable-cafe\/","og_site_name":"Fresh Cup Magazine","article_publisher":"https:\/\/www.facebook.com\/FreshCupMagazine\/","article_published_time":"2022-05-09T11:00:00+00:00","article_modified_time":"2022-08-18T04:36:21+00:00","og_image":[{"width":1015,"height":735,"url":"https:\/\/freshcup.com\/wp-content\/uploads\/2019\/07\/Dayglow_PinaDrink_1015.jpg","type":"image\/jpeg"}],"author":"Jordan Johnson","twitter_card":"summary_large_image","twitter_creator":"@FreshCupMag","twitter_site":"@FreshCupMag","twitter_misc":{"Written by":"Jordan Johnson","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/freshcup.com\/how-to-make-an-instagrammable-cafe\/","url":"https:\/\/freshcup.com\/how-to-make-an-instagrammable-cafe\/","name":"How to Make an Instagrammable Caf\u00e9 - Fresh Cup Magazine","isPartOf":{"@id":"https:\/\/freshcup.com\/#website"},"datePublished":"2022-05-09T11:00:00+00:00","dateModified":"2022-08-18T04:36:21+00:00","author":{"@id":"https:\/\/freshcup.com\/#\/schema\/person\/dc1d0e0f9b8b70b75a5966bed3633a55"},"description":"Instagrammability is a characteristic that\u2019s frequently talked about in our industry. But what does that term mean\u2014and what\u2019s the value of it?","breadcrumb":{"@id":"https:\/\/freshcup.com\/how-to-make-an-instagrammable-cafe\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/freshcup.com\/how-to-make-an-instagrammable-cafe\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/freshcup.com\/how-to-make-an-instagrammable-cafe\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/freshcup.com\/"},{"@type":"ListItem","position":2,"name":"Retail and Commerce","item":"https:\/\/freshcup.com\/category\/retail-commerce\/"},{"@type":"ListItem","position":3,"name":"How to Make an Instagrammable Caf\u00e9"}]},{"@type":"WebSite","@id":"https:\/\/freshcup.com\/#website","url":"https:\/\/freshcup.com\/","name":"Fresh Cup Magazine","description":"Coffee Industry Stories and Insights","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/freshcup.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/freshcup.com\/#\/schema\/person\/dc1d0e0f9b8b70b75a5966bed3633a55","name":"Jordan Johnson","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/freshcup.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/35b08e43e7b1e4ddcd0bb26ab8704822?s=96&d=https%3A%2F%2Fp194.p3.n0.cdn.getcloudapp.com%2Fitems%2FNQu4LeXQ%2Fd67247f7-9611-4038-b16a-7478cd067ca3.jpg%3Fv%3Dfdbe2c631762f9448134eee172d9efb5&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/35b08e43e7b1e4ddcd0bb26ab8704822?s=96&d=https%3A%2F%2Fp194.p3.n0.cdn.getcloudapp.com%2Fitems%2FNQu4LeXQ%2Fd67247f7-9611-4038-b16a-7478cd067ca3.jpg%3Fv%3Dfdbe2c631762f9448134eee172d9efb5&r=g","caption":"Jordan Johnson"},"url":"https:\/\/freshcup.com\/author\/jordan-johnson\/"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/freshcup.com\/wp-content\/uploads\/2019\/07\/Insta_Main_1015x575.jpg","jetpack_shortlink":"https:\/\/wp.me\/pf7LWY-68r","_links":{"self":[{"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/posts\/23587"}],"collection":[{"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/users\/1145"}],"replies":[{"embeddable":true,"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/comments?post=23587"}],"version-history":[{"count":0,"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/posts\/23587\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/media\/23588"}],"wp:attachment":[{"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/media?parent=23587"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/categories?post=23587"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/tags?post=23587"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}