Almost half of diners find their next restaurant on a social media platform. That's a staggering number that shows just how much the game has changed for restaurant owners. Social media marketing isn't a nice-to-have anymore—it's essential for keeping your tables full.
The stats keep piling up: 58% of diners have picked a restaurant after seeing content on their social accounts. But here's the thing—creating and maintaining a social media presence can feel like a full-time job when you're already juggling everything else that comes with running a restaurant. What should you post? Which platform deserves your attention? It can all get a tad overwhelming.
The pressure's real, too. About 30% of millennial diners will actively avoid restaurants with a weak Instagram presence. Meanwhile, 93% of consumers admit that online reviews sway their dining decisions. Perhaps most telling of all, 84% of people trust online reviews just as much as recommendations from their mates.
But here's some good news: restaurant social media doesn't have to drain your budget or eat up all your time. You don't need to hire an expensive agency to create content that turns followers into paying customers. The right approach can help you build a strategy that attracts new diners and keeps your restaurant buzzing—all while managing it yourself.
We'll walk you through everything you need to know about creating a winning restaurant social media strategy, from picking the platforms that matter to crafting content that makes hungry scrollers stop and book a table.
Why Social Media Matters for Restaurants
Word-of-mouth and traditional advertising used to be enough to keep restaurant tables full. Not anymore. Social media has completely changed how diners discover, evaluate, and choose where to eat next—creating both hurdles and opportunities for restaurant owners who want to stay relevant.
How diners use social media to choose where to eat
The numbers don't lie: 72% of people use social media to research restaurants, and 68% check a restaurant's social media before visiting. This digital detective work has become part and parcel of the dining decision process.
Here's something that might surprise you—the average person spends 40 minutes reading up on restaurants via social media before even making a reservation. Some dedicated diners take it even further, with one in ten spending between 60-90 minutes researching before booking the perfect spot. Even more telling, one in six people (17%) have specifically signed up to a social platform just to investigate food options and reviews.
Recent surveys show that 41% of adults believe an active social media presence is now the single best way to judge if a restaurant is worth visiting. That figure jumps dramatically to 58% for younger diners aged 18-26.
So what exactly are potential customers hunting for? The most sought-after content includes:
Food close-ups (49%)
Restaurant décor (29%)
Behind-the-scenes footage (28%)
Different generations gravitate toward different platforms, and it's worth paying attention to these patterns. Instagram (57%) and TikTok (43%) are most popular with 18-26 year olds, whilst review sites (47%) and Facebook (40%) are preferred by the Baby Boomer generation. Overall, Facebook leads the way with 43% of all diners using it to research restaurants, closely followed by Instagram at 41%.
What's particularly interesting is how social networks shape potential customers' behaviour and provide crucial information that directly influences their decisions. People share opinions about their dining experiences—both the good and the not-so-good—and these impressions carry real weight with others' choices.
The impact of digital presence on foot traffic
The connection between social media activity and actual restaurant visits is becoming increasingly measurable. Restaurant marketing teams are actively seeking tools to help them allocate resources effectively across platforms.
But here's the thing—not all social media campaigns deliver equal results. Company-initiated campaigns tend to sustain traffic longer and more effectively than organic, viral social media events. Case in point: when comparing different campaigns, data showed that a structured breakfast-item giveaway produced more sustained traffic than a viral Twitter challenge, which saw "a quick boost and then it dropped off to lower levels than they were before".
That said, even short-lived viral moments can still benefit restaurants. As one expert noted: "If you are a company and are able to benefit from a lot of additional foot traffic from a social-media viral campaign, you'd be ecstatic".
Many establishments now use social media as a real-time promotional tool. Platforms like Instagram and Twitter allow restaurants to post flash deals, special menu items, or announce last-minute reservation openings. This dynamic communication helps fill empty tables during quieter periods, with social media-driven promotions often resulting in measurable increases in foot traffic and sales.
The evidence speaks for itself: 80% of restaurants have seen an increase in bookings through social media after putting these methods to the test. Smart restaurant owners are capitalising on this trend, with 66% joining platforms such as Instagram and TikTok specifically to make their venues more appealing to diners.
For restaurants looking to strengthen their digital presence, appearing more frequently on social media is essential. Sharing images of ambiance, food, and menus consistently not only builds awareness but also drives real business results.
Pick the Right Platform for Your Audience
Time and resources are precious when you're running a restaurant. You can't be everywhere at once, and that includes social media platforms. Rather than spreading yourself thin across every platform going, it's better to focus your efforts where your target diners actually hang out.
Instagram vs. TikTok vs. Facebook: What works best
Each platform has its own personality and attracts different crowds. Getting this right can make or break your social media efforts.
Instagram continues to rule the roost for restaurants, boasting 2 billion monthly active users worldwide. It's built for visual content, which makes it perfect for showing off your culinary creations and restaurant atmosphere. People spend about 30 minutes daily scrolling through the platform, with the heaviest usage among 18-34 year-olds. What makes Instagram brilliant for restaurants is its visual storytelling capabilities—ideal for high-quality food photography and those behind-the-scenes kitchen moments. Here's a telling stat: 90% of Instagram users follow businesses, so there's real potential for connection.
TikTok has exploded onto the scene, particularly with younger audiences. With over 1 billion active users worldwide spending roughly 23.5 hours monthly on the app, it's become essential for reaching new diners. The demographic skews young—38.9% of users are aged 18-24. TikTok's algorithm is brilliant at pushing engaging content to food-interested users. Case in point: 55% of TikTok users have actually visited a restaurant after seeing its menu on the platform. The key difference here is that TikTok prioritises fun, entertaining content—78.9% of users specifically seek this type of engagement.
Facebook might seem old hat compared to the newer platforms, but it's still got serious clout with 2.96 billion monthly active users. It appeals to a broader age range, though it's especially popular among 25-34 year-olds. Facebook works brilliantly as a versatile tool for community building, event promotion, and customer interaction. Don't ignore this platform—59% of diners use Facebook to discover new restaurants. It's particularly valuable for targeting older demographics, with 80% of guests over 54 using the platform for restaurant discovery.
When you're choosing platforms, think about:
Your target audience's age and preferences
The type of content you can realistically create
Where your competitors are succeeding
How much time and resources you can dedicate
How to set up a business profile correctly
Once you've picked your platforms, setting up proper business profiles is crucial. Get this wrong, and you're missing out on valuable features and credibility.
First things first: make sure you're creating business accounts, not personal ones. On Instagram, a business account gives you access to analytical insights, advertising capabilities, and contact options. Similarly, on Facebook, set yourself up as a "Local Business or Place" rather than a personal account.
Keep your branding consistent across all platforms:
Use the same restaurant name and handle
Your restaurant logo as your profile picture
Consistent brand colours and visual style
Your bio needs to be clear but creative—think of it as your restaurant's digital business card. Include the essentials:
Your location and address
Opening hours
Contact details
Website link
Online ordering options
Instagram requires a bit more finesse. Develop a consistent aesthetic throughout your account. Pick a theme and colour palette that reflects your restaurant's personality, then create an editing process to maintain visual consistency. A well-organised, visually appealing profile keeps potential diners scrolling longer.
Facebook's a different beast—most users visit for information rather than pretty pictures. Focus on providing comprehensive details, including special announcements, promotions, and a professional cover photo to build credibility.
Whatever platform you choose, complete your profiles properly. Double-check that all details are current, links work correctly, and essential information is easy to find. Think of your social media profiles as digital shopfronts—they should accurately represent your restaurant and provide everything potential diners need to find you and choose your establishment.
Create Content That Actually Works
Creating content that actually converts takes more than just posting pretty pictures of your food. It's about crafting posts that make hungry diners stop scrolling and start booking. Even if you're run off your feet managing everything else, you can produce engaging content that works without hiring a professional team.
Short-form video ideas for restaurants
Video content rules the roost when it comes to restaurant social media. The numbers don't lie: 36% of TikTok users have visited or ordered from a restaurant after seeing a TikTok video about it. What's more, 74% of TikTok users say the platform has inspired them to learn more about a brand online.
Here are some high-impact video ideas that actually work:
Close-up shots of new menu items being prepped
Quick tours showcasing your dining atmosphere
Trending challenges with a foodie twist
Time-lapse videos of signature dishes coming together
"Day in the life" content from opening to closing
Don't reinvent the wheel for each platform. Create your TikToks and repurpose them as Instagram Reels to get the most bang for your buck. Consistency matters more than you might think—Nossa Caipirinha Bar saw nearly 30% increase in their average weekly covers with just one video per week.
Behind-the-scenes and staff highlights
Diners are nosy about where they eat, and that's brilliant news for you. They want to see how their food gets made and who's making it. Behind-the-scenes content satisfies that curiosity while showing the human side of your restaurant.
Shine a spotlight on your team with weekly staff features. Share their favourite dishes or memorable guest interactions. This approach doesn't just showcase your restaurant's personality—it boosts engagement because people connect with real faces and stories.
Keep it simple: make sure your kitchen's spotless when filming, focus on your most impressive dishes, and capture those skilled techniques that set you apart. Even a quick 10-second clip of your chef expertly filleting fish can demonstrate the talent behind your kitchen.
User-generated content (UGC)
UGC might just be your secret weapon. We're talking about photos, videos, and posts created by your guests that show your restaurant in a positive light. The impact is massive—85% of restaurant-goers say they'd post about a positive dining experience.
Why does UGC work so well? It's all about authenticity. Four out of five customers trust recommendations from fellow diners more than they trust adverts. Plus, 79% of people say UGC highly impacts their purchasing decisions, making it 9.8 times more influential than influencer content.
Make it easy for guests to create content worth sharing. Think about adding a distinctive mural or eye-catching sign that begs to be photographed. Pop your social media handles and hashtags nearby so guests know exactly how to tag you.
When you want to repost customer content, always ask for permission first and give them proper credit. A simple comment asking if you can share their post usually does the trick.
These content strategies—short videos, behind-the-scenes glimpses, and user-generated content—create a social media presence that genuinely connects with customers and fills tables.
Build a Consistent Brand Voice and Look
Every successful restaurant social media account has one thing in common: you know exactly who they are the moment you see their posts. Just like your restaurant has its own vibe and signature dishes, your social media needs a personality that's instantly recognisable. The numbers back this up—brands that stay consistent across platforms see up to 33% higher revenue and stick in customers' minds 78% better.
Choosing your tone and personality
Think of your brand voice as how your restaurant would chat with customers if it were a person. There's a key difference worth understanding:
Brand voice is your restaurant's core personality that never changes—it's basically your brand's DNA
Brand tone is how you adjust that personality for different situations, maybe being a bit more casual on TikTok than on your website
Here's a simple exercise: if your restaurant walked into a room, what kind of person would they be? The posh, sophisticated type or the laid-back mate you'd grab a pint with? Try summing up your restaurant in five punchy words. Then write a sentence for each one that shows how it plays out in your brand.
Your tone needs to match who you're trying to reach and what your restaurant stands for. A stuffy, formal voice won't work for a trendy vegan café where the crowd expects earthy colours and relaxed vibes.
Restaurant voices generally fall into a few camps:
Formal - where the customer is always right and deserves proper respect
Casual - treating diners more like mates than formal guests
Intelligent - assuming people know their way around fancy ingredients and techniques
Descriptive - explaining how dishes are made and where ingredients come from
Your whole team needs to get this voice and live it every day. But don't worry—staying consistent doesn't mean being boring. Your tone can shift slightly while your core personality stays rock solid.
Creating a visual style that stands out
Your visual game is just as important as what you say. When your posts look cohesive, people start recognising your content before they even see your name. Restaurants with consistent Instagram aesthetics get 141% more engagement than those with all over the place visuals.
The building blocks of your visual identity include:
Colour palette: Lock in your brand colours and use them in every graphic
Fonts: Pick typefaces that match your restaurant's personality
Photography style: Develop a consistent editing workflow for all your content
Logo usage: Make sure it looks right and stays the right size everywhere
When you're setting up your Instagram, spend time figuring out your theme by browsing for inspiration and thinking about what you'll actually be photographing. Once you've nailed down your look, create a step-by-step editing process to keep everything looking similar. This consistency extends your restaurant's brand way beyond your four walls.
Remember, your social media is often the first impression people get of your place. Your photos need to show exactly how you want people to see your restaurant. A seaside spot might go for bright, airy shots, while an upmarket steakhouse would probably focus on moody, elegant interiors.
Put together proper brand guidelines to keep everything on track. Getting your visuals perfectly consistent takes time, but the payoff in customer recognition is massive. About 65% of diners are more likely to visit restaurants with a cohesive Instagram feed.
Your unique brand voice and visual style become your signature—the secret ingredient that keeps people coming back for more.
Grow Your Reach Without an Agency
Growing your restaurant's social media audience organically takes patience, but the right strategies can expand your reach dramatically without breaking the bank on expensive marketing agencies.
Partnering with local influencers
Food influencers have become a game-changer for restaurant social media marketing. About 36% of TikTok users have actually visited or ordered from a restaurant after seeing it featured in a video. These creators introduce your establishment to potential customers who might never stumble across you otherwise.
When you're scouting for influencers, focus on these key factors:
Audience alignment - Make sure their followers match your target demographic
Content quality - Pick creators whose brand voice complements your restaurant's identity
Previous collaborations - Check out their past restaurant partnerships for authenticity
Micro-influencers (accounts with 1,000-100,000 followers) often deliver better results than the big names, boasting up to 60% higher engagement rates. What's more, 82% of customers say they're more likely to follow recommendations from micro-influencers than from celebrities.
Getting started is simpler than you might think. Reach out through direct messages or email, offering a complimentary meal in exchange for content. Always nail down the details with a contract that spells out exactly what content will be created, when it'll be posted, and what tags or mentions are required.
Running small paid promotions effectively
Organic reach is brilliant, but targeted paid advertising can give you serious returns when done right. Paid social media campaigns that focus on local audiences tend to generate the most impact for restaurants.
Here's a crucial tip: avoid just "boosting" existing posts—that's a common mistake that wastes budget on content designed for your current audience. Instead, create specific advertisements targeting new potential customers within your area.
Videos typically outperform static images, so test different content formats and track your cost per acquisition carefully. Link your ads directly to reservation systems or ordering platforms so you can measure concrete results.
Using hashtags and geotags smartly
Hashtags and location tags might seem like small details, but they can significantly boost your content's discoverability. Create a unique branded hashtag for your restaurant that's short, memorable, and relevant to your establishment.
Promote this hashtag on physical materials within your restaurant—table cards, menu inserts, or signs encouraging photo-sharing can dramatically increase user-generated content. Always geotag your restaurant location in posts, as this helps your content appear in local searches.
Location tagging is particularly valuable because it allows potential customers to see all content tagged at your restaurant, essentially creating a living gallery of dining experiences. This visibility often provides the final push needed for hesitant diners to make a reservation.
Track, Optimise and Stay Ahead
Success in restaurant social media marketing comes down to understanding what actually works and tweaking your approach accordingly. The restaurants that absolutely smash it online versus those that just muddle through? It's all about how they measure and adapt their strategy.
Using insights from Instagram and Facebook
Both platforms offer analytics tools that reveal exactly how your content performs. The Meta Business Suite insights tab gives you a comprehensive overview of your Facebook page performance. You'll see valuable details about your audience demographics, including gender, age, and location.
Instagram's native analytics offers equally powerful data points to track:
Accounts reached and engaged
Profile visits and external link taps
Content performance (likes, saves, comments)
Follower growth trends
Peak activity times of your audience
Here's the thing—tracking the right metrics matters far more than chasing vanity numbers. Focus on engagement rate, reach, and conversions rather than raw follower counts. A video with only 300 views that generates 10 bookings? That's a genuine win.
Adjusting your strategy based on performance
Once you've gathered your data, analyse each post's performance against your goals. Spot your strongest content and your duds. Have certain types of posts consistently driven more website traffic? Which formats fall flat compared to your expectations?
Use these insights to make smart decisions. If your top-performing posts are videos showing dishes being prepared, make these a cornerstone of your ongoing strategy. Should user-generated content attract the most comments, find ways to encourage more customer-created images.
Avoid common mistakes like running identical ads for weeks without checking their effectiveness, or relying solely on paid promotion whilst neglecting organic content. Many restaurant owners also forget to maintain consistent posting schedules—platforms reward reliability by expanding your reach.
Staying on top of trends and seasonal content
Keeping your content calendar aligned with current trends and even weather conditions helps maintain that connection with your audience. Planning holiday promotions or quirky calendar days? Context is everything—if you'd planned al fresco dining content and it's bucketing down, skip it.
Consider how artificial intelligence tools can support your content creation. Whilst AI can help generate ideas and structure content, keeping things authentic remains essential. Tools like Chat GPT can draft outlines for social media content or promotional campaigns, but they should complement rather than replace human creativity.
Flexibility is what sets successful restaurant social media strategies apart. Plan your content thoughtfully, but be ready to jump on unexpected opportunities. This adaptability, combined with consistent analysis of what resonates with your audience, creates a sustainable approach to social media that keeps delivering real results for your restaurant.
Conclusion
There's no getting around it—social media marketing has become vital for restaurant success. We've walked you through creating an effective strategy without breaking the bank on agencies. The numbers don't lie, and the opportunity is massive for restaurants willing to put in the effort.
Don't put all your eggs in one basket when it comes to platforms. Pick the ones where your diners actually hang out. Instagram's visual storytelling works brilliantly for showcasing your dishes, TikTok captures younger audiences who love quick, entertaining clips, and Facebook builds that community feel with broader demographics.
Content truly rules the roost here. Those behind-the-scenes videos of your kitchen in action, authentic staff highlights, and user-generated content create real connections with potential customers. People trust what other diners say far more than any polished advert you could create.
Your brand voice and visual style become your restaurant's signature online. Stay consistent across platforms—whether it's your tone, colours, or photo style. This cohesive presence builds familiarity and trust with your audience.
Growing your reach takes time, but partnering with local food influencers can give you that initial boost. Smart paid promotions targeting your local area often deliver excellent returns when done right. Simple tactics like clever hashtag use and geotagging help hungry diners discover your spot without costing you extra.
The final piece of the puzzle? Keep track of what works and adapt accordingly. Platform analytics tell you exactly what resonates with your audience. Use this data to focus your energy on content that actually drives bookings and orders.
The bottom line is this: effective restaurant social media doesn't require an expensive agency—just consistent effort, genuine content, and smart strategy. Get it right, and you'll turn those hungry scrollers into loyal customers who not only fill your tables but also become your biggest advocates.
FAQs
Q1. How important is social media for restaurants? Social media is crucial for restaurants today. Nearly half of diners discover new restaurants through social platforms, and 58% have chosen a restaurant after seeing content on social media. It's an essential tool for attracting new customers and keeping tables full.
Q2. Which social media platforms should restaurants focus on? The best platforms depend on your target audience. Instagram is ideal for visual content, TikTok reaches younger audiences effectively, and Facebook helps build community among broader demographics. Choose platforms where your potential customers are most active.
Q3. What type of content works best for restaurant social media? Effective content includes short-form videos showing food preparation, behind-the-scenes glimpses of kitchen operations, and authentic staff highlights. User-generated content, such as customer photos and reviews, is also highly impactful as it provides social proof that potential diners trust.
Q4. How can restaurants grow their social media reach without hiring an agency? Restaurants can expand their reach by partnering with local food influencers, running targeted paid promotions, and using hashtags and geotags strategically. Consistently posting high-quality, engaging content and encouraging customer interactions can also help grow your audience organically.
Q5. How should restaurants track and improve their social media performance? Use the analytics tools provided by platforms like Instagram and Facebook to track key metrics such as engagement rate, reach, and conversions. Regularly analyse which types of posts perform best and adjust your strategy accordingly. Stay flexible and be prepared to adapt to trends and seasonal opportunities.
