Buttermilk Provisions: Instagram Best Practices and Opportunity for Improvement

Buttermilk Provisions is a small cafe in Wesley Chapel, Florida. The local business specializes in coffee and tea with a significance on artisan provisions. Buttermilk Provisions was created out of a passion for high quality in a space where many chain establishments have put profit and convenience at a higher priority. Buttermilk Provisions makes every food item in their kitchen and sources coffee beans and teas locally. They have flavors for everyone at the highest quality with the most care.

Buttermilk Provisions’ voice is welcoming and kind. The idea is to connect with others in the same way that a friend would. Inclusivity is a top priority. Light-hearted humor is a must!

The company does not seem to have a clear brand style or target audience in mind. Below are suggestions and ideas listed to help the brand guide its content and messaging.

The target market will be females, 20–40 years old. She is a hard worker whether it be as a student or a business owner. She doesn’t have much time to try new, adventurous things, but it is a passion of hers. She appreciates unique, high-quality, and beautiful things.

Habits: social media users, health-conscious working people, students interested in art/ are trendy young adults

Attitudes: can’t get through mornings without caffeine- response from seeing people drink coffee every day, competitors are cheaper and therefore more likely to be chosen more often, but once in a while they will want a unique drink

Motivation: looking for a cute place to study or go on a date, wanting a new experience, wanting to try a specialty coffee drink

Influences: they trust their friends/family, they go to Instagram or yelp to read reviews to decide to go or not

Pain points: younger people/adults don’t normally have a lot of money to spend on an expensive coffee every day, not feeling safe to go to a coffee shop (Covid-19), don’t trust small businesses

Finally, Buttermilk Provisions does not use all of the different capabilities possible on Instagram. I have noticed from my own personal account that I receive more views and engagement from Instagram stories than anything else. Since Buttermilk Provisions does not use the story feature or engage with their comments, the brand is missing out on creating a dialogue and loyalty with their followers. Therefore, the brand should put both actions in place to see how their company may be impacted in a positive way!