Around 30 million Americans are "digital food lovers," meaning they use social media to connect with food and believe that technology and dining go hand in hand.

This is according to a whitepaper by consumer insight firm Maru/Matchbox. It's one explanation for why so many diners, particularly millennials and Gen Z, are as interested in the creative photo they like as the food.

Restaurant owners and operators are grabbing all the social attention. Some even create Instagram-targeted menu items. Although food photos are an important part of the puzzle, restaurant Consultants in Southern California say that atmospheric shots are becoming more popular.

Joseph Szala, principal of Atlanta-based Vigor Branding, which has worked with more than 200 restaurant brands, estimates that "Instagram-worthiness is about a 25%-of-the-time conversation." He believes that this should be much higher. "Restaurants need to be focused on creating unforgettable experiences, not just cutting corners."

So, there is no set of rules for restaurants that are social media-friendly. However, experts agree that certain elements can help. While design decisions made after locating a space for a restaurant are important, encouraging social interaction requires that you envision the perfect spot right from the beginning.

Trending: #SelfieSpots

The most click-worthy factor is offering an exterior or interior "selfie wall". It's a chance to market yourself in an extremely thoughtful way that allows the person taking the photo to create the moment they desire.

Selfies like to immerse themselves in the space. Restaurants will often have a painting or graphic that diners can interact with. These walls can be found in the dining area, but they aren't usually placed around tables. Diners don't need to feel compelled to click and run.

Also, a recommendation is that it be well lit. People won't want to visit a space that is dark or uninviting. Lighting is the most important priority to reach social media goals. It is unnecessary to purchase a complete lighting kit in order to take a great photo.

Although exterior selfie walls can compete with other sights and sounds, they can still be very effective. While this can encourage foot traffic and attract drivers to stop by, it also offers great opportunities to build a relationship with your local creative communities. Many clients have collaborated with local artists to create murals for their interiors and exteriors.

Media Noche is a Cuba-Miami-themed restaurant in San Francisco. It originally had a flamingos mural outside. This became a popular spot for selfies. Madelyn Markoe, co-founder and managing director, said that the current mural depicts a botanical illustration featuring bougainvillea plants. These vines can be found in both Cuban and California. The artist is well-respected among other artists in the area and has a lot of work.

Selfie walls should be authentic. It shouldn't look fake or staged. People will appreciate authenticity. Do not stick a large sticker on the wall, but a handcrafted approach.

Honey & butter in Irvine, California, specializes in decorative macarons and has a hanging swing and greenery all in one spot for selfies. They created this charming space and it fits the whimsical attitude of their company. In designing the decor and cookies, the business collaborates with Japanese comic and anime companies.

Featured: #BeyondTheWall

You can also create a unique atmosphere that encourages you to take pictures while you eat.

Markoe says that the most Instagrammed feature of the place is its floor tiles. We custom-made them after spotting the stunning design while on a trip to Cuba. We wanted the space to reflect the sunny, bright atmosphere of Cuba and Miami. For a casual, beachy vibe, we used finishes and materials that naturally patinate to give it a rustic, casual feel. The bananas that decorate Media Noche's bathroom are a popular choice for Instagrammers.

A wooden screen wall and orange couch have become a popular spot for selfies at Hello Sailor. This casual restaurant is located on Lake Norman, North Carolina.

Perch is a Big Spoon Co. client in Richmond. It features photo-worthy dining with textured fabrics, tile, and wooden elements. Helen Reed Design created the atmosphere to reflect the Filipino and island influences of the menu, Clay states.

Insta photos tagging Banditos Bar and Kitchen Baltimore, a Vigor branding client that serves Mexican street food, often depict the "rebellious fun” atmosphere. Sidewalk diners will pose on the railing, with the brick-painted facade in the background.

Restaurateurs not try to imitate what they have seen or experienced. It's natural because it feels familiar. Being truly Instagram-worthy means being original in a way that is consistent with the brand's deeper story and driving force. This will make it easier to create extraordinary, memorable experiences.

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Exposure to subway tiles or brick in a space can lead to social media success. These things have been done many times before.

Is it possible to win an Instagram photo with a breathtaking view? Not necessarily.

You want customers to take a picture with a background that is reflective of your brand rather than looking out of the window. Those diners are often placed in shadows when they pose for window-front photos.

No one will upload an image of themselves if it looks bad. We suggest creating or finding a space and paying attention to how lighting affects photos.

A recommendation is large windows and lots of natural light in venues. This helps restaurants avoid bright LED lighting and preserves food's deliciousness in photos.

Remember that diners "feature themselves first before your product."

No matter what venue you choose, the key to Instagram's success lies in your vision and how you use the space to make it happen.