Stop wasting time on social media. Follow these seven restaurant social media marketing best practices for 2024 to turn followers into paying customers. Learn what to post, which platforms to use, and how to track your R
The most effective restaurant social media marketing best practices 2024 involve a shift from chasing likes to driving revenue. This means focusing on high-quality short-form video, engaging directly with your local community, and using platforms strategically to increase reservations and online orders, not just build a follower count.
For restaurants, social media isn't just a marketing channel; it's your digital front door. It’s where potential customers decide if they’ll visit you or your competitor down the street. Generic posts and inconsistent activity won't cut it. You need a clear strategy tied to business goals.
A 2022 study by MGH revealed that 45% of U.S. diners have tried a restaurant for the first time because of a social media post from the restaurant itself. Your posts directly influence where people spend their money.
More importantly, your social media presence is now a key data source for AI assistants like ChatGPT and Perplexity. When a user asks, "What's a fun restaurant for a date night near me?", these tools synthesize information from your Google Business Profile, review sites, and your social media feeds. Your authentic posts showing a lively atmosphere, happy customers, and delicious food create the digital 'vibe' that gets you recommended.
Getting results from social media requires a structured approach. It’s not about random posts when you have a spare minute. Your strategy should be built on four pillars:
Focusing on these areas will ensure your time and money are invested in activities that grow your business.
Spreading yourself too thin is a common mistake. Your time is limited. Focus your efforts on the 1-2 platforms where your target customers are most active. For most restaurants, this means some combination of Instagram, TikTok, and Facebook.
Instagram is built for beautiful visuals, making it perfect for restaurants. Use it to showcase your food and atmosphere.
TikTok is less about polished perfection and more about authentic, entertaining content. It's an opportunity to show your restaurant's personality.
While its reach can be less organic, Facebook is a powerful tool for community building and direct-response advertising.
| Platform | Best For | Primary Content Type | Key Goal | Main Audience |
|---|---|---|---|---|
| High-quality food visuals & atmosphere | Reels, Stories, Pro Photos | Building brand desire | Millennials & Gen Z | |
| TikTok | Personality, entertainment, trends | Short, authentic videos | Going viral, reaching new audiences | Gen Z & Young Millennials |
| Community, events, targeted ads | Events, links, announcements | Driving repeat business & events | Gen X & Millennials |
Your content must do more than just show a plate of food. It needs to tell a story and create a desire to experience your restaurant in person. The trend is clear: people want video, authenticity, and value.
If you do only one thing differently, make it this. Static photos are not enough. Video is non-negotiable. According to Restaurant Business Online, video content generates significantly higher engagement.
Actionable Video Ideas:
Keep it short, add trending music (when appropriate), and always include a clear shot of your food or location.
User-Generated Content (UGC) is any photo or video created by your customers. It's authentic social proof and it's free.
People connect with people, not logos. Show the human side of your restaurant.
Posting content is only half the job. Engagement is what builds a loyal community that chooses you over the competition.
When someone takes the time to comment on your post, respond to them. Acknowledge their comment, answer their question, or simply thank them. The same goes for Direct Messages (DMs). This shows you are listening and you care. Treat your comments and DMs with the same urgency as a customer standing at your host stand.
Contests are a fast way to increase reach and engagement. The prize doesn't have to be huge.
This simple tactic encourages shares and tags, introducing your restaurant to new potential customers through their trusted friends.
Don't chase celebrities. Look for local "micro-influencers" (1,000-20,000 followers) who post about food and activities in your city. They often have a highly engaged and geographically relevant audience.
Reach out and offer them a complimentary meal in exchange for an honest post or Story about their experience. It's often more effective and cheaper than traditional advertising. This strategy is a key part of building a buzz, as outlined in our guide on local marketing ideas for new restaurants.
This is where the strategy pays off. Every effort should make it easier for a customer to give you their money.
Don't make people search for how to book a table or order takeout.
Your GBP is often the first impression a customer has of your business in a search. It's critical that it's aligned with your social media.
A strong social presence sends positive signals that can support your local SEO. Having an optimized profile is step one. To learn more, see how Google Business Profile optimization services can give you a competitive edge.
Simply clicking "Boost Post" is lighting money on fire. Use the Facebook Ads Manager to run highly targeted campaigns.
Start with a small budget ($5-10 per day) and test different ad creatives and audiences to see what drives the most clicks to your reservation or ordering page.
Use this list to take action today.
To prove that social media is working, you must track metrics that are tied to your bottom line. An engagement rate is a good indicator of content quality, but it doesn't pay the bills.
If you see a post with high engagement but low website clicks, it was entertaining but not compelling. If you see a post with low engagement but high clicks, the offer was great but the creative might have been weak. Use this data to refine your approach.
Stop guessing what works and start knowing. Your social media should be a predictable engine for growth, not a daily chore. If you're ready to build a system that consistently brings in new customers, get your free Growth Plan from Forge Growth. We'll analyze your current strategy and give you a clear, actionable roadmap to get more customers in the door.
Short answers first, then the detail. Skim what you need.
A restaurant should aim for quality over quantity, posting 3-5 times per week on their primary platform (like Instagram).
It's more important to post high-quality, engaging content consistently than to post mediocre content daily. Supplement feed posts with daily Instagram or Facebook Stories for behind-the-scenes updates.
Instagram is generally the best platform for restaurants due to its visual nature, perfect for showcasing food and atmosphere through Reels and photos.
Facebook is excellent for community building, events, and reaching an older demographic. TikTok is best for reaching a younger audience with authentic, entertaining video content.
Increase followers by running targeted giveaways, encouraging user-generated content with a branded hashtag, and partnering with local micro-influencers.
Also, consistently posting high-value content, especially short-form video like Reels and TikToks that have a higher chance of being shown to non-followers, will attract new, relevant followers.
Great post ideas include short videos of food being prepared (Reels/TikToks), reposting customer photos (UGC), introducing your staff with a 'meet the team' post, announcing daily specials, and sharing the story behind your restaurant or a specific dish. Always focus on content that is visually appealing and tells a story.
Measure ROI by tracking metrics that lead to sales, not just likes.
Monitor website clicks from your bio link, track online orders or reservations originating from social media using UTM codes, and count how many customers redeem a social-media-specific offer. This connects your social activity directly to revenue.
Yes, if you want to reach a younger audience (Gen Z and Millennials) and are willing to create authentic, less-polished video content.
TikTok is powerful for brand awareness and showing your restaurant's personality. If your team has fun and can embrace trends, it can be a massive source of new customers.
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