Updated: November 21, 2024
Let’s face it—these days, your restaurant is being judged before anyone takes their first bite. And where’s this judging happening? You guessed it: social media. Like it or not, your online presence is often the deciding factor in whether someone chooses to visit your restaurant.
According to WWLP, almost 70% of Millennials admit to taking photos of their food. Gen X’ers aren’t too far behind, with almost half of 35 to 49-year-olds snapping a pic before chowing down. (Source: WWLP) Social media has turned dining into a shared experience—and your restaurant needs to be part of it.
People take those pictures to share their dining experience with friends, family, and followers. That spreads positive word-of-mouth and helps attract new guests. So, with millions of people using social media, your bar or restaurant is missing out if you’re not also part of it.
In this Bar & Restaurant Social Media Guide, we’ll cover the basics of effectively using Facebook and Instagram. We’ll also share creative examples to inspire you.
Key Social Media Stats Every Restaurant Should Know
- 75% of customers use Facebook and Instagram to look up a restaurant before visiting. (Source: PYMNTS)
- 39% of Gen Z and Millennials recently tried a new restaurant they discovered on social media. (Source: Toast)
- Over 50% of consumers rely on Instagram to research dining options. (Source: SproutSocial)
- 38% of Instagram users actively consume food-related content. (Source: Hootsuite)
Pretty convincing, huh? Gone are the days when word-of-mouth meant actually talking to people. Now, when your guests snap pics or share stories about you online, they’re marketing for you. They become your unofficial PR team. And here’s the kicker: potential customers are actually making decisions based on all this social sharing. That’s major! These numbers show how critical social media is for restaurants. Next, let’s look at how to make the most of Facebook and Instagram.
Facebook Marketing for Restaurants
First up is the original social media platform: Facebook. Contrary to what your 22-year-old nephew may say, Facebook remains a powerful tool for reaching diners. It’s true that younger people generally prefer Instagram. But guess who else eats out at restaurants even more? Older folks. That’s right. A 2022 survey found that 38% of people aged 45 to 64 eat out once a week or more. Compare that to only 18% of Gen Z reporting the same. (Source: Statista) So with over 3 billion active users, Facebook is still effective for reaching older diners with more spending power.
Engage Your Followers to Build Connections
Customers expect to interact with the restaurants and bars they follow on Facebook. So how do you do it, exactly? It’s simple. Reply to comments, answer questions, and thank your customers for being awesome. These simple actions help people feel connected and valued, making them more likely to visit your restaurant again.
Best Times to Post on Facebook
When’s the best time to post? Well, that depends on when your customers are actually awake and hungry! Think about it. If you serve breakfast, posting your fresh-baked croissants at midnight isn’t doing you any favors. Running a sports bar? Post your game-day wing specials right when fans are planning their viewing spots. Common sense, right?
Pro Tip: Facebook provides insights that show when your followers are most active, so use this data to determine the best times to post.
Take Advantage of Facebook Events
Facebook Events are perfect for bars and restaurants that host regular activities. For example, a local bar might use Facebook Events to promote trivia nights, drawing in a regular crowd and building a loyal customer base. If you don’t already host events but want to, start with free events like trivia nights or watch parties. If you already host events, don’t forget to add them to Facebook. This is a simple way to get more people to your events, attract customers, and build your brand.
Facebook is great for connecting with older customers and sharing your events. Instagram, however, is where your visuals can truly shine.
Instagram Marketing for Restaurants
Now, let’s talk Instagram—the perfect platform for visually showcasing your restaurant. If Facebook is where you chat with your customers, Instagram is where you show off what makes your place special. And trust me, in the restaurant business, showing beats telling every time. That’s why high-quality food photos are essential for success. Remember that around 70% of customers take pictures of their food before eating. Make sure your food photos look great, and don’t forget to share pictures from your customers too.
How to Use Hashtags to Promote Your Restaurant
Let’s tackle hashtags—yes, those pound signs that somehow became marketing tools. They might seem silly (and sometimes they are), but here’s the thing: they actually work. The trick is using the right ones, not just throwing #food at the end of every post and hoping for the best.
Use targeted, local hashtags to stand out. Research which hashtags work for similar businesses in your area. For example, hashtags like #PhoenixFoodie or #NYCRestaurant can attract local customers. Broad hashtags, such as #Restaurant, are less effective because your posts compete with millions of others. Choose hashtags that connect directly with your audience and location for better results.
To dig deeper into the topic of hashtags, we recommend this helpful article from Later.
Share Instagram Stories
Think of Instagram Stories as your restaurant’s daily newspaper—except it disappears in 24 hours and nobody has to recycle it. It’s perfect for those “hey, check this out!” moments, like when your chef creates an amazing special or when your bartender invents a new cocktail that’s too pretty not to share. Use them to share sneak peeks, secret menu items, or unique aspects of your business. Stories are also ideal for showcasing daily specials and what’s happening “right now” at your restaurant or bar.
Here’s a more complete guide on leveraging Instagram Stories.
Photography Tips for Restaurants on Instagram
Look, we know you’re not running a photography studio—you’re running a restaurant! But since Instagram is all about the visuals, your photos need to at least look decent. Don’t worry, you don’t need fancy equipment or a professional photographer. Your smartphone will do just fine. Here are a few tips to improve your images:
- Use natural light to make your photos bright and clear. And it’s free!
- Keep backgrounds simple and uncluttered for a clean look. Your dishes deserve center stage—not a supporting cast of sugar packets and stray menus.
- Take overhead shots to create eye-catching flat-lay photos. Just stand up, hold your phone parallel to the table, and bam, you’re done!
- Use your smartphone’s portrait mode for sharp, professional-looking images. Trust us—it’s worth the five minutes it takes to figure it out.
Think beyond individual pictures—consider how your feed looks as a whole. A consistent, attractive feed shows off your brand’s personality and tells your story.
Pro tip: those fancy Canva designs might look professional, but you know what performs better? Real, authentic photos of your actual food and drinks. Save the graphic design for your menus—your social media followers want to see the real deal.
Instagram helps you create a strong visual brand, but how does it fit into your overall social media plan? Let’s take a closer look at some key pieces of advice for social media success:
- Focus on Building Connections: Tailor your content for each platform and engage authentically with your followers. Let your personality shine, and use storytelling to make your posts unique and memorable.
- Consistency is Key: Success on social media doesn’t happen overnight. Start small, stay consistent, and be creative. With steady effort and authenticity, social media can become one of the most rewarding parts of your business.
Conclusion
Here’s the bottom line: social media isn’t just another thing on your already-too-long to-do list. It’s your digital front door, open around the clock for everyone to see. By putting in the effort to show off what makes your bar or restaurant special, you’re inviting people in before they even step through your doors. Start by sharing your story—take those photos, engage with your followers, and let your personality shine through. You don’t have to be perfect or overdo it. Just focus on being consistent, authentic, and building real connections.
Will it take some time? Sure. But with consistent effort, you’ll see your online community grow, helping turn curious viewers into loyal customers. Remember, every post is an opportunity to welcome someone new. So, get started today—one genuine post at a time.
Did you know?
We've been managing social media accounts for restaurants since 2012. For almost a decade, we've partnered with restauranteurs who are serious about using social media to generate business. Whether you're a good fit for our service or not, let's schedule a call and we'll give you free personalized advice on how to improve your social media presence. Either way, you'll walk away from the call more confident about your ability to promote yourself online - completely for free.
