How Ninong’s Grew our Instagram Following Organically

I wish I knew more about social media. Getting older, it makes it harder for me to keep up with the new trends out there. There’s always something new – a new app, an new upgrade, new features and changes being made to social media platforms.

During my live stream with Heather last week they asked me how Ninong’s grew our Instagram following. Full disclosure, it’s not like our following grew overnight. But! They’re organic followers which means real people, real likes, real comments.


So, why did we choose Instagram? Well for one, Ninong’s is on almost every popular social media outlet. You name it – Instagram, Facebook, Twitter, Yelp, etc. But Instagram is where we saw the most engagement, it’s where we got the most traffic, it’s where we can control the conversation. Not to mention, 59% of the users on Instagram are our key demographic.

Why don’t we do all social media channels? For Ninong’s, it’s important for our brand message to be personal. Our brand story focuses on the idea of a family business/restaurant and inviting people to our “house” to eat. When you dine at our establishment, you’re eating recipes created by my aunt, my mom, my husband, etc. Our social media presence had to be us, not anyone else. Instagram allowed us to do that. We did try to do all the popular social media outlets, but because we’re a small operation we were forced to realize that it takes a lot of time and energy to do social media right. It turned out to be the biggest blessing in disguise. When we decided that focusing on 1 social media channel and doing it well was going to be our focus we saw consistent growth. We’re averaging about 20 new followers a week. I know it’s great to have a presence on all outlets. But don’t forget, if you don’t put shareable, useful, relatable, and authentic content on each channel then don’t do it. Don’t put 50% effort into something, you gotta go all in. 100%. That’s an entrepreneur’s golden rule with anything we do.

Now that we figured out why, let’s figure out what.

What did we do to grow our reach on Instagram? Well first, we had to identify our signature product and ask questions about it. This isn’t just beneficial for social media, it’s important for your business period. I know you want to cater to everyone, that you want your product or service to have a wide reach. We wanted that too. But that’s where we made a mistake. Cast a smaller net, really get detailed about your target market. The wider reach will come, trust me.


So, for our restaurant’s sake, our signature product is Ube Pancakes. Like I said, don’t just identify your product. Figure out why it should be your signature item. For us:

  1. The color is unique. Most people have never seen a purple pancake before.
  2. The flavor is very different, unlike anything we’ve ever tasted.
  3. Not many people were serving it at the time, let alone in our area.
  4. Our business is a cafe and pancakes fit very well in our business model.
  5. It’s the perfect catalyst to tell people about Filipino food and culture.
  6. It’s familiar to all cultures, not just our own. Since our mission is to share our family’s Filipino recipes and dishes with the world (not just other Filipinos) this was the perfect product to push us into the direction we’ve always dreamed of.

Okay that’s done, now what do we post? People love behind the scenes stuff. They love to see the people and the process that makes the end product. We post raw ingredients like eggs, the mixers whipping some icing, etc. Make your followers feel like they’re an exclusive club by letting them be the first to know that you have new products. Or even, show them the struggle of being an entrepreneur. Authenticity and transparency is key. People can see right through you on social media. Don’t pretend, be you – you are why people will be interested in what you have to offer.


Another suggestion is to inform your audience. Tell them who you are, what makes you different. Mix it up! We don’t just post your signature product over and over without some variety. We try to post as regularly as possible.


Last suggestion is repost your followers! We actually did this out of desperation because we couldn’t think of anything to share, but our customers and followers loved it! I think that reposting from another user just allows an unbiased account of our product.

It’s that simple! The main thing you want to think about is looking at it from a viewer’s perspective instead of the content creator’s perspective. Who is look at you? Who do you want to attract? Who would need what you have to offer? Create content that would be useful for them.

When you post, remember to always provide value. Don’t just post to promote. Show your audience and potential tribe that you care about them. Share a little bit about yourself (this is your brand story), inform them about your products and why it’s different from the rest, share insight, and share your journey!

xoxo,

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Entrepreneurship = Roller Coaster

I wish I could tell you how great entrepreneurship is every time you ask.

I wish I could tell you that I’m living the dream 24/7

I wish I could say that money is always steady and that I never think about going back to being employed by someone else.

I wish I could say that I have tons of free time and that I could come and go as I please.

I wish I could tell you that I’m 100% sure I’m doing the right thing.

But I can’t, cuz that would be a lie.

I’m a hands on entrepreneur. It’s just who I am. I guess I just have a passion for people. I like to give direct guidance and leadership. I like to make lists, cross off tasks, and get things done.
I like my team to see me, active, in the trenches with them. I like to be completely transparent with them. Some days are good, some days are bad. At times you’ll have a lot, other times you won’t have enough. Sometimes you win and sometimes you lose. That’s the nature of the beast. Entrepreneurship is a roller coaster. Every day is a new adventure, every day is a new challenge. 

Last week I was doing my weekly live stream with my friend Heather. I was telling her about how this past month has been a challenge for our restaurant business mostly because here in California, specifically Los Angeles, minimum wage increases every July until we hit $15 by 2021. With the team of 12 (not including share holders) I have at Ninong’s, our business has to make about $350 more per week to keep up with the hike. Not to mention, our prices from our vendors have increased across the board so our Cost of Goods Sold has increased as well which has resulted in an approximate increase of $750 per week. *insert panic face here*


Now don’t me wrong, I’m a firm believer of a fair wage for all workers. But really, minimum wage earners should really consider their cost of living not just the dollar amount of their checks before they think they’re winning in this scenario. Your wage goes up (yay!), your prices go up (boo!). Another possibility is prices may stay the same but portions may go down. What used to be $1 for 10 oz. might be $1 for 6 oz. now. I know it’s going to take more work to see whether or not you’re actually netting more in the end, but we all should really know so we can make educated decisions. It’s worth it, trust me.

Another thing that is interesting to me is that medium and large businesses with more than 25 employees are required to increase their minimum wage $12 but small businesses are not required until January of 2018. While some small business can celebrate for a mere 6 months I challenge small business owners to do the same as wage earners. Think about if it will really benefit you by holding off your price increases until January if others have already increased theirs on you. Moreover, if an employee looking for work has a chance to work at a bigger company for $12/hour and I’m hiring for $10.50/hour who would want to work for me? Yes, there will always be applicants but remember sometimes longevity of an employee can sometimes be more beneficial and economical. Quick turnover of employees is always difficult. Something to think about.

Like I said, I’m a firm believer of a fair living wage for all. Everyone that works hard deserves to be able to make a livable income. But let’s be realistic here. Let’s think about a way for that to really be possible. I’m no economist, so I don’t have a solution. I really wish I did.

Entrepreneurship is a roller coaster. Not just a roller coaster of events but emotions too. You have to find that perfect balance of keeping your doors open and your employees happy. At least I try to. Sigh, the struggle is real.

Thanks for letting me dish! Is there something that you struggle with too in your business? Would love to hear about it!

xoxo,

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Soon They Won’t Know Who She Is

My mom was one of the people that started Ninong’s in 2008. Even after my mom stopped working there she would visit often and have breakfast or lunch with my dad there. Almost once a week. Case in point is, my team knew my mom and they loved her.

There’s my mom in the very back middle with the super white, short hair and striped sweater – with the team at Ninong’s Christmas Party 2014

This was important to me.

My mom is a huge part of what endearingly call “The Shop.” She was 1 of the 4 people that started the business, she put in countless hours, and worked really hard to make it successful.

But not only that, she’s a huge part of who I am. She played a big role in my growth as a business woman. Heck, she’s my mom!

Since Ninong’s has had continued growth, I’ve had to hire more and more employees and also replace the employees we’ve had that have moved on to their careers. Slowly but steadily. A couple months ago it dawned on me that the generation of employees that I’m starting to train never got to meet my mom, which makes me kinda sad.

My team will never get to meet an amazing, loving, and gracious woman. Sometimes too nice for her own good. They would never get to witness her contagious and ever popular smile. That means, they’ll only have to hear from my stories about how great she was, what she did for our business, and how big of an influence she had on our success.

I’m going to have to carry on her can-do entrepreneurial spirit. I’m going to have to keep smiling even in times of trouble. I’m going to be the person that people can turn to so that her legacy of love and kindness carries on.

Look at that smile

Miss you, Mom. Every day. I never want people to forget you because you touched so many of our lives in a big way.

xoxo,

 

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