Uber Eats has recently begun testing a new feature in cities such as New York, San Francisco, and Toronto, Canada, to help restaurants promote their meals through short video content.
Awaneesh Verma, senior product director of Uber Eats, revealed in an interview that in addition to being tested in the North American market, this feature will also be launched in global markets.
Short videos have become a mainstream marketing tool. Tiktok, Instagram, YouTube, and Snapchat have all leveraged these videos to attract large audiences. Even LinkedIn has recently begun using short videos to promote personal characteristics. Therefore, Uber Eats aims to leverage these short videos to make the unique dishes of more restaurants more easily discoverable.
The short videos that appear in Uber Eats will be rotated on the main screen interface, and the video content will mainly be the restaurant closest to the user. At the same time, the short video content will show the process of the restaurant preparing its meals, thereby attracting users to order meals.
However, Awaneesh Verma also believes that not everyone is accustomed to the promotional method of short video content, and not all catering operators are inclined to promote their meals through short video content, but he emphasizes that this is a new attempt for Uber Eats service.
In addition to testing the use of short video content to increase exposure for restaurant operators’ food items, Uber Eats has also updated the management software provided to partners, adding personalized growth suggestions to help restaurant operators promote specific meals or enhance photo promotions for meals. It even plans to add new features this summer to allow restaurant operators to more proactively identify problems when operating their business through the Uber Eats service, or to appropriately enhance business growth through advertising.
Uber Eats is currently cooperating withMore than 100 million catering businesses, and provides food delivery services in more than 6 cities across 11000 continents around the world.