How can restaurants increase engagement on social media?
Restaurants can boost engagement by responding to comments, using local hashtags, tagging customers, and encouraging reviews or photo shares. Interacting regularly builds community and loyalty.
How to Build a Social Media Marketing Plan for Your Restaurant
Visibility, Engagement, and Customer Loyalty
If you're running a restaurant today, having a strong social media presence isn't optional - it's essential. More than 80% of diners research a restaurant online before deciding to visit, and over 70% say social media directly influences their dining choices. Platforms like Instagram, Facebook, and TikTok have become the new word-of-mouth, where visual appeal, customer feedback, and brand personality can drive traffic to your doors.
But if you're just getting started, it can feel overwhelming. What should you post? How often? Which platforms make the most sense? And most importantly - how do you make it worth your time?
This guide is designed specifically for restaurant owners who are new to digital marketing. You don't need a marketing degree or a big team. You just need a clear, focused plan that aligns with your business goals and customer base.
Define Your Goals
Before you post a single photo or write a caption, take a step back and ask yourself -What do I want social media to do for my restaurant? Your goals will shape every decision you make - from the type of content you post to the platforms you focus on to how you measure success.
Start with 1 to 3 clear, business-driven goals. Common examples include -
- Increase online reservations by 20% over the next three months
-Grow Instagram followers to 2,000 by the end of the year
- Boost engagement rate (likes, comments, shares) on Facebook posts by 15%
- Drive 100 new visitors to your online menu each month
Notice how each of these is specific and measurable. Avoid vague goals like get more followers or go viral - those aren't strategic. Instead, use the SMART framework -
1. Specific - What exactly do you want to accomplish?
2. Measurable - Can you track progress with data?
3. Achievable - Is it realistic based on your resources?
4. Relevant - Does it support your restaurant's overall growth?
5. Time-bound - Can you assign a deadline?
For example, instead of saying, "I want more customers," a SMART goal would be, "I want to drive 50 new customers to our lunch service through Instagram within the next 8 weeks."
By starting with clear objectives, you give your social media plan a purpose. This ensures you're not just posting for the sake of it - you're building a strategy that supports your bottom line.
Identify Your Target Audience
Understanding your audience is the foundation of effective social media marketing. If you don't know who you're speaking to, your posts are likely to miss the mark - no matter how good the photos or captions are. A successful social media marketing plan starts with identifying - who your ideal customers are,what they care about, an - where they spend their time online.
Begin by asking a few simple questions
- Who are your current regulars? Are they college students, working professionals, families, or tourists?
- When do they typically visit - weekday lunches, weekend dinners, late-night snacks?
-What motivates them to choose your restaurant - price, atmosphere, convenience, food quality, or dietary options?
From there, create a basic customer profile. For example -
"Our core audience is young professionals aged 25-35 who work nearby and are active on Instagram. They value fast service, great presentation, and love sharing food photos with friends."
This profile helps you shape your content and tone. If your audience is mostly Gen Z, for instance, short-form video on TikTok and casual language may work best. If you're serving families in the suburbs, Facebook with weekly dinner specials and event posts might be more effective.
Pay attention to where your audience is online. According to recent data, 71% of Instagram users are under 35, while Facebook tends to attract slightly older demographics. Use this data to choose platforms that align with your customer base.
When your messaging resonates with the right audience, you're no longer shouting into the void - you're starting a conversation that can build lasting loyalty.
Choose the Right Social Media Platforms
Not all social media platforms are created equal - especially when it comes to restaurants. One of the biggest mistakes new restaurant marketers make is trying to be everywhere at once. The result? Burnout, inconsistent posting, and poor engagement. Instead, focus your energy on one or two platforms where your target audience is already active and where your content will perform best.
Here's a quick breakdown of the most effective platforms for restaurants -
1. Instagram - A must for most restaurants. It's visual, food-friendly, and great for brand storytelling. Use it to showcase dishes, highlight your ambiance, and engage customers through Stories and Reels.
2. Facebook - Strong for reaching older demographics and local communities. It's also useful for events, business updates, and running targeted ads.
3. TikTok - Ideal for reaching younger audiences with short, fun, behind-the-scenes videos or trends. You don't need to dance - just be authentic.
4. Google Business Profile & Yelp - Not social media in the traditional sense, but crucial for discovery. Keep these listings updated with photos, hours, and links to your socials.
5. X (formerly Twitter) - Best for fast-casual restaurants in cities or those wanting to engage in local conversations or trending topics.
The platform you choose should match both your target audience and your bandwidth. If you only have time to manage one account, start with Instagram - it combines strong visual appeal, discoverability, and engagement tools in one place.
Remember - doing one platform well is far more effective than managing several poorly. Once you've built confidence, consistency, and results on your first platform, you can consider expanding to others. Keep it simple, stay focused, and let your audience's behavior guide your strategy.
Plan Your Content
Once you've selected your platform(s), the next step is to plan what you'll actually share. Social media thrives on consistency and relevance - not just pretty pictures. Your content should reflect your brand personality, connect with your audience, and support your business goals.
Start by organizing your posts into content categories. This helps you avoid repetition and ensures a balanced, engaging feed. Here are five core categories for restaurants -
1. Food and Drink Features - Highlight best-sellers, new menu items, or seasonal specials. High-quality images and close-up shots perform well.
2. Behind-the-Scenes - Show your kitchen team in action, prep routines, or a day in the life of your chef. It humanizes your brand.
3. User-Generated Content (UGC) - Repost great photos or stories from customers who tag your location or hashtag. It builds trust and community.
4. Promotions and Events - Share limited-time offers, happy hour deals, live music nights, or holiday hours. Use strong calls to action.
5. Team and Culture - Introduce staff, celebrate milestones, and show your values. It strengthens customer connection and loyalty.
Aim for a consistent posting schedule, such as 3-4 times per week. You don't need to post daily to stay relevant - quality beats quantity. Use a content calendar to plan posts in advance and align with upcoming events, menu changes, or seasonal trends.
Also, time your posts strategically. For example, late morning or early afternoon is ideal for lunch spots, while 5-6 PM can work better for dinner-focused restaurants. According to industry data, Instagram posts see the most engagement on Wednesdays and Thursdays around midday.
Planning your content thoughtfully saves time, improves consistency, and ensures your social media presence always feels intentional - not rushed or random.
Create a Basic Brand Voice and Visual Style
Consistency isn't just about how often you post - it's about how your restaurant shows up visually and verbally across every platform. A clear brand voice and visual style make your content instantly recognizable and help build trust with your audience over time.
Start with your brand voice - the tone and language you use when communicating. Is your restaurant upscale and refined? Then your tone might be polished and professional. Is it a casual taco joint? A playful, relaxed voice would fit better. Write like you're speaking directly to your ideal customer, using language they would connect with naturally.
Next, define your visual identity. Even if you're just using your phone for photos, you can still create a cohesive look by following a few simple rules -
- Use consistent filters or color tones for your images (warm, moody, vibrant, etc.)
- Stick to a simple composition style, such as flat lays, close-ups, or portraits of staff
- Add your logo or watermark subtly, if appropriate
- Maintain the same fonts and colors on graphics or promotional posts
Free tools like Canva make it easy to create branded templates for quotes, specials, or events. You can also save your color codes and fonts to reuse in every post.
Over time, this visual and verbal consistency helps diners instantly recognize your posts in a busy feed. They'll come to associate your content with your atmosphere, values, and experience. That recognition builds familiarity, and familiarity builds trust - which ultimately brings people through your doors.
Set a Simple Engagement and Growth Strategy
Posting great content is only half the job - social media is meant to be social. To truly grow your presence and connect with potential diners, you need a basic strategy for engagement. Think of it as digital hospitality - showing up, responding, and making people feel seen.
Start by engaging with your audience daily, even if it's just 10-15 minutes. Here's what that can include -
- Replying to comments on your posts with a personal tone
- Answering direct messages promptly - especially for questions about hours, reservations, or menus
- Liking and commenting on posts from loyal customers or local businesses
- Sharing user-generated content (UGC) - tagged photos, Stories, or positive reviews
This kind of interaction shows that your restaurant is active, attentive, and appreciative of its community. It encourages repeat engagement and helps you build deeper relationships with your followers.
To grow your reach, use hashtags and geotags strategically. Choose a mix of popular and niche hashtags (e.g.,
Track Performance and Adjust Over Time
Once your social media plan is up and running, the final step is making sure it's actually working. You don't need to become a data analyst, but tracking a few key metrics will help you understand what's connecting with your audience - and what's not.
Start by reviewing performance weekly or monthly. Look at these basic metrics -
1. Reach - How many people saw your content
2. Engagement rate - The percentage of people who liked, commented, or shared your posts
3. Follower growth - How your audience size is changing over time
4. Clicks - How many people clicked on your menu link, reservation link, or website
5. Saves and shares - These often signal high-interest content (especially for food photos or specials)
Each platform provides built-in analytics (Instagram Insights, Facebook Business Suite, TikTok Analytics, etc.). You don't need advanced tools at this stage - just review what's already available.
As you analyze your results, look for patterns. What types of posts get the most engagement? What days or times perform best? Are certain hashtags or visuals consistently driving more views? Use these insights to adjust your content strategy. Do more of what's working, and phase out what's not delivering value.
It's also helpful to set aside 30 minutes each month to reflect on your goals. Are you on track to meet them? If not, don't be discouraged. Social media success is a gradual process, and small tweaks over time can lead to major improvements.
Remember - your marketing plan isn't set in stone. It's a living system - meant to grow and evolve alongside your restaurant. Keep learning, stay flexible, and focus on progress, not perfection.
Get Started with Smart Data Capture
Optimize Your Marketing Efforts with Altametrics
Must-Read Content
Content marketing ideas
10 Creative Content Marketing Ideas to Elevate Your Hotel Brand
Marketing for restaurants
Marketing for Restaurants - Proven Strategies to Attract More Customers
Restaurant email marketing
Restaurant Email Marketing 101
Restaurant marketing ideas
Restaurant Marketing Ideas That Actually Drive More Customers
Restaurant promotion
Restaurant Promotion Strategies That Actually Work
Frequently Asked Questions
What types of content should I share?
Use a mix of content- food features, behind-the-scenes looks, staff stories, promotions, and user-generated content. This keeps your feed fresh and engaging.
Which social media platform is best for my restaurant?
Start with Instagram if you're unsure - it's highly visual and ideal for food-related content. Facebook is also valuable for local events and older audiences. TikTok works well if you're targeting younger customers.
How can I encourage customers to engage with my social media?
Invite them in-store to tag your restaurant in their posts or run small contests offering discounts for sharing their experience online.
How do I balance promotional posts with engaging content?
A good rule is the 80/20 rule - 80% of your posts should inform, entertain, or engage, while 20% promote offers or events.
