With five million monthly users on Instagram in Australia, Papaya’s Director Catherine Slogrove said that savvy venues and food brands who showcase a journey in a cohesive way will ‘win’ on the platform.

“It’s not enough to be active on Instagram, you need to approach it in a strategic way to do a product or venue justice. Think about who you are targeting, the imagery that will appeal, the bloggers you can leverage and how it fits in with your overarching marketing strategy,” she said.

“It’s also important to get familiar with the platform, understand the hashtag rhetoric and its targeting capabilities. If you’re going to invest in social media marketing it’s worth setting yourself up for success.”