The Real Reason Guests Share Their Food Pics – And How You Can Use it to Your Advantage

By Emin Kara | August 22, 2023

At first glance, social media appears as an endless stream of pictures, captions, and stories. But what if we redefine our perspective? What if, instead of just pictures and posts, we see social media as a vast ‘pool of happiness’? Every post, every image, every story, is a calculated dive into this pool, with users aiming to scoop out and showcase their own slice of joy. And if you’re in the hospitality business, understanding this metaphorical dive is crucial. Let’s dive deeper.

This article was inspired by a full weekend of enduring people’s social media posts, from fancy bars to unique dining opportunities. The real icing on the cake was the difference between someone’s public posts and their private posts. 

User A’s PUBLIC Post: A video in a luxury restaurant of her and her friend enjoying a unique dining experience. The post was clearly made to elevate her and her friend’s status, and to show everyone the “AMAZING” time they were having. 

However, User A’s PRIVATE posts shared a different perspective of the night. 

User A’s PRIVATE Posts: Despite looking like they’d hit the jackpot on their public posts, on their private posts they couldn’t highlight enough how bored they were. Not only that, they went as far as to complain about the price of their meal. YET, on their PUBLIC posts, they artfully and purposefully showed the name of the restaurant to convey a prestigious image. 

Make sure to lock in here, I’m going to be sharing some knowledge bombs to use people’s greed and need to promote jealousy against them. 

Think of every post as a performance. Users don’t just casually snap and share; there’s thought behind it. The angle of the photo, the filter, the caption – all are meticulously chosen to extract and display the maximum happiness possible. They are showcasing their best experiences, to either: 

• Resonate with their audience. 
• Show off and manipulate people’s perceptions for higher status. 
• Steal some happiness out of the pool of happiness. 

So why does the “Happiness Heist” matter?
As a hospitality business owner, recognizing this is pivotal. When customers choose to share their experiences from your business, they’re not just promoting you… they’re making a statement about the happiness your brand has contributed to their life. Most importantly, they show off and elevate their status! Next thing you know, their post has snowballed and anyone who is anyone or wants to be anyone will choose to visit and post about your establishment. That’s why influencer marketing is so powerful, it plays on the association bias, which is one of the cognitive biases. 

Here’s how to tap into the pool: 

Understanding that users are looking to ‘steal happiness’ gives you the power to facilitate it. Your role is to create moments worth sharing. This could be through aesthetic presentation, unique experiences, or by simply providing genuine human connection. Your goal? Make it so that every guest feels compelled to share their slice of the joy derived from your service.

Most people see themselves as the hero of their story; it’s called the Central Character Effect. If we know people are constantly promoting themselves as having higher status, if we know they want unique experiences to show off, then you should use that to your advantage. One of the easiest ways to do this is by writing a thank you message, with their name, in chocolate sauce on their dessert plate. BOOM! Instant UGC (User Generated Content). Using people’s names is the oldest sales trick in the book, but don’t think for a second it doesn’t work! 

Creativity and adaptability are the two biggest factors that will make you get ahead. 

Once you get good at this, you’ll then be able to spark a snowball effect, a ripple effect – as mentioned earlier. The benefits of this? A never-ending stream of UGC increases brand awareness and customers. The key is to never let it stop! 

Social media is more than just sharing photos, videos and checking up on friends. Much more. Once you understand the platforms and the psychology behind the behavior, it almost becomes textbook, like a science. 

This is a very in-depth conversation, that may need a little guidance, so use your resources. I’ll be over in the Hotel Interactive threads ready to answer any questions you may have, to offer guidance in your efforts to utilise social media! So, get curious, get to work and get winning!