Five ways to build a following for your restaurant on social media

There was a time that it was “optional” for restaurants to be active on social media. But social media has now evolved to become a mandatory component of any successful restaurant marketing strategy. Not only must you manage your social media presence, , but you must also do it consistently in order to maximize engagement and build a loyal guest following. Social media goes way beyond Facebook, X and Reels.

To build your social media following, your restaurant must create and share engaging content. Content that captures the attention of your past and current guests as well as potential new guests.

Here are five proven strategies and techniques that you can use on social media today:

Showcase irresistible food content

• High-quality photos and videos: Use professional or well-composed shots of your menu items, behind-the-scenes kitchen prep, or close-ups of plated dishes.
• Reels and stories: Create quick, engaging videos of food being prepared, plated, or enjoyed by happy customers. You may also want to feature key staff members and regular guests.
• Seasonal and special items: Promote limited-time offers or seasonal dishes to create a sense of urgency for guests to visit you soon.

Engage your audience

• Interactive posts: Use informal polls, Q&A sessions, or caption contests to encourage audience participation. Make it fun and let your followers know they have a voice in your restaurant’s activities, menu and direction.
• Respond to comments and messages: Prompt, friendly replies build trust and loyalty. Whether these are positive or negative comments, it can be helpful to respond as needed, especially to negative comments. . Avoid confrontation. If a guest mentions a bad experience, ask that guest if you may contact them to learn more and correct the situation.
• User-generated content (UGC): Share photos or videos from guests who tag your restaurant and give them credit.
• Ask your audience questions: Tell them if you are considering the elimination of a menu item or the addition of a new menu item, or if you might be considering adding a weekend brunch or late-night happy hour. Ask their opinions and ideas and respond to these with appreciation.