How to Successfully Promote a Restaurant on Social Media

Research has found that 30% of people will avoid a restaurant if their Instagram presence is weak. Simply put, having a social media presence allows you to

• Promote your restaurant business for free,

• Build a loyal following for your restaurant

• Communicate with your visitors and answer their questions,

• Target the local population as well as tourists,

• Have a platform for important information to quickly update your visitors (i.e., if you have to unexpectedly close early one day or if you want to announce a new addition to your menu).

Successfully presenting your restaurant across social media platforms has never been more important. If you’re new to this side of things, here’s a complete guide to get you started on how to promote your restaurant on social media.

1. Pick the right social media platform

When choosing a social media platform, there are several criteria to consider. First, you should consider the platform's reach to determine how many people you can reach with your content.

Second, you should consider the features offered by the platform. This will help you decide which platform best suits your needs. For example, Facebook has Pages, Ads, and Events explicitly tailored to restaurants, while Yelp has Ads and Deals to help reach more customers.

Third, consider the platform's ease of use to understand how quickly you can get started and how easily you can manage the platform.

Finally, you should consider the cost of using the platform. This will help you decide which platform is the most cost effective for your business.

Several social media platforms are well-suited for small to medium size restaurant owners. Facebook is one of the most popular platforms and is a great option for restaurants. It has a broad reach and is easy to use. It also has features specifically tailored to restaurants, such as Facebook Pages, Ads, and Events. Instagram is another popular platform and great for restaurants with a strong visual presence. It's easy to use and has many features, such as Stories, Ads, and Shoppable Posts. Twitter is also a good option for restaurants that want to engage with customers in real-time. Restaurants can post updates and engage with customers on the platform.

“You don't have to be on every single platform. Especially since SMBs have limited resources, It's better to focus on 1-2 channels and do those very well rather than spread yourself too thin”

—Angela Tran, Sr. Social Media Specialist at Deliverect. 

Choose wisely! If you have Instagram, you can easily switch a toggle so that all your Instagram posts automatically upload to Facebook to keep your presence on both platforms active, so that’s a 2-in-1 hack worth noting!

2. Don’t forget about engagement: 

How can SMBs engage with customers on their chosen social media platforms? Restaurant owners can post updates on Facebook, create polls, and respond to customer comments. They can also create ads and events to reach a wider audience.

On Instagram, restaurant owners can post regular updates, stories, and shoppable posts. They can also use hashtags to reach a wider audience and engage customers through comments. When customers post about you, they might tag you — give them a like and comment! Make them feel like they’re part of your community.

On Twitter, restaurant owners can post real-time updates and respond to customer comments. They can also use hashtags to reach a wider audience and create polls to engage customers.

“Social media isn't just about posting — most users forget to engage. I would argue that this sometimes has a bigger impact than posting. It's important to find potential followers and like/comment on their posts to increase their chances of following back. Potential followers can be those that use the same hashtags as you, or you can even go through the list of users that follow your competitors and engage with them.”

—Angela Tran, Sr. Social Media Specialist at Deliverect.

3. The proper use of hashtags:

Here are a few ways to make the most of hashtags on social media:

• Create a branded hashtag: Create a unique hashtag that represents your restaurant and use it in social media posts. Encourage your customers to use the same hashtag when posting about your restaurant.

• Use trending hashtags: Monitor trending hashtags on social media platforms like Twitter, Instagram, and Facebook and use relevant ones in your posts. For example, during special occasions such as Valentine's Day or Mother's Day, use related hashtags to increase the reach of your posts.

• Use location-specific hashtags: If your restaurant is located in a particular city or neighborhood, use location-specific hashtags to reach a local audience. For example, if your restaurant is in New York, you can use hashtags like #NYCfood or #NewYorkEats.

• Participate in food-related hashtags: Participate in popular food-related hashtags like #Foodie or #FoodPorn to increase the visibility of your posts.

Remember to keep your hashtags relevant to your restaurant and your content, and avoid using too many hashtags in a single post. It's best to use a few targeted hashtags to improve the visibility of your posts.

“When using hashtags, I recommend using ones with 750K-1M mentions to increase the chances of your post appearing as "top posts." Over 1M, and your post will be lost in the sea of noise. Too little and it's not an engaging enough hashtag to be using.” - Angela Tran, Sr. Social Media Specialist at Deliverect. 

4. Food bloggers are your best friend:

Consider partnering with micro-influencer food bloggers on social media to attract more customers to your restaurant. 

Working with micro-influencer food bloggers on social media can provide several benefits:

• Increased brand awareness: Micro-influencers have a smaller but highly engaged following, which can help you reach new audiences and increase brand awareness. The followers of these influencers are often very targeted and interested in food, which makes them a valuable audience for your restaurant.

• Micro-influencers: They tend to have higher engagement rates than larger influencers because they have more authentic relationships with their followers. By partnering with these influencers, you’re likely to experience an increase in your social media engagement, such as likes, comments, shares, and saves.

• User-generated content —UGC—: Micro-influencers are often experts in creating high-quality content, including food photography and video content. Repurpose this content on your social media channels, website, and marketing materials, saving time and money on content creation.

• Cost-effective marketing: Working with micro-influencers can be more cost-effective than working with larger influencers or running traditional advertising campaigns. Micro-influencers are often willing to work for a barter exchange or a small fee, which is more affordable.

• Trust and credibility: Micro-influencers are seen as authentic and trustworthy by their followers, who often view them as friends or advisors. By working with these influencers, you can also benefit from this trust and credibility, which can increase customer loyalty and advocacy.

Additionally, Tiktok’s viral capabilities have allowed many SMBs to gain prominence. One notable example is the viral Korean corn dog, which opened new stores throughout the US. Offering freebies to TikTokers who focus on food could incentivize them to enter the restaurant and record enticing content, resulting in a viral reaction to your brand. It’s a low-cost marketing technique that can create unimaginable queues out of your door.

5. Own the content creation process: 

You don’t have to hire an expensive photographer to get high-quality content for your food if that’s not within your budget. Nowadays, the latest smartphone gets you some pretty high-quality photos and videos. There’s always an opportunity for content creation in a restaurant, whether behind the scenes with the making of the food or just a happy couple that doesn't mind posing for a picture with their food. There’s no harm in asking! 

Here are some examples of potential content ideas:

• Share regular updates on daily specials, new menu items, and upcoming events

• Take customers behind the scenes by sharing photos and videos of the kitchen and staff

• Host contests and giveaways to engage customers

• Share customer reviews and testimonials

• Post User-generated content –UGC— to highlight their experiences

• Showcase customer loyalty programs and discounts

• Create polls and surveys to get feedback from customers

• Share content from other relevant businesses in the same industry

6. The Importance of Storytelling: Don’t Fear the Content Creation Process

Don't hesitate to get behind the camera yourself. Nowadays, many followers appreciate transparency and authenticity. Sharing your story as a restaurant owner is content your followers will enjoy engaging with. How did you start the restaurant? What inspired you to do so? Has it been in your family for three generations? This type of content will help create a favorable impression of your restaurant, attracting customers to visit.

To wrap things up, if 59% of the global population is actively spending time on social media, it’s the first place they will look to scout whether your restaurant is worth ordering from or visiting. So it’s much better to have a social media presence than none. While getting started on social media platforms may seem intimidating, don’t be afraid to take it slow and steady. Start with one platform like Instagram or Facebook, and take your time getting comfortable with it before signing up for another platform.