How to use social media to grow your hospitality business

Social media isn’t just a nice-to-have anymore—it’s a crucial tool for restaurants, cafés, bars and food trucks. With over 82% of Australians active on social media (DataReportal, 2024), it’s often the first place customers look before making a booking, order or visit.

Whether you're just starting out or ready to level up, here's a practical guide to getting results from social media.

Why social media matters for hospitality

More than 60% of diners say they’ve visited a restaurant after seeing it on social media (TouchBistro, 2023). A strong presence online helps you:

• Boost visibility and brand recognition.
• Build trust through visuals, reviews and transparency.
• Turn happy customers into loyal advocates.
• Share timely updates and specials.
• Stay top-of-mind in a crowded market.

Quick-start strategy for beginners

A basic social media strategy doesn’t need to be complex. Start by defining clear goals, whether that’s increasing bookings, driving takeaway orders, or building brand awareness. Identify who your ideal customers are and the platforms they use most often.

Then:

• Choose 1–2 key platforms (Instagram and Facebook are great starting points).
• Develop a simple content calendar (aim for 3–5 posts/week).
• Use free scheduling tools like Later or Meta Business Suite.
• Involve your team to help create and post content.
• Track your performance monthly and refine your approach.

What to post: Easy content ideas

Not sure what to post?

Great content is all around you. Share your story, celebrate your staff, and make your food the star.

Some quick ideas include:

• Signature dishes and drinks.
• Daily specials or seasonal menu items.
• Behind-the-scenes prep and kitchen stories.
• Staff intros and team shout-outs.
• Customer reviews and testimonials.
• Re-share customer content (with their permission).

Tip: Good lighting and short, snappy captions go a long way.

Choosing the right platform

Each platform has its own strengths. Pick the ones that match your audience and content style.

Instagram is perfect for visual storytelling. Over 70% of Australians aged 18–34 are active on Instagram (Statista, 2024). Reels, Stories, and high-quality food photography work well here.

Facebook is ideal for building community and sharing updates. With nearly three billion users globally, it’s great for older demographics, reviews, event promotions and customer service via Messenger.

TikTok offers big reach for fun, short-form video. Use it to:

• Showcase behind-the-scenes content.
• Share recipes or plating processes.
• Jump on trending audio or hashtags.
• Collaborate with local influencers.

Beginner tips

If you're just getting started:

• Pick a realistic posting rhythm (2–3 times a week to get started).
• Post your business hours, location and menu details.
• Engage with every comment and message.
• Keep your tone friendly and your posts consistent.

Most importantly, don’t overthink it.

People follow hospitality brands for the vibe, the food and the story—not corporate polish.

Advanced tips and trends

Once you’re confident, try:

• Short-form videos (Reels and TikToks consistently get high engagement).
• Paid ads to reach locals or promote special events.
• Cross-promotion with creators and influencers.
• Creating content around seasons, holidays or local events.
• Using data to inform content—track your top-performing posts and double down.

Tip: Content that feels spontaneous often performs better than highly curated posts.

How to measure what’s working

Every major platform includes analytics tools to help you understand what’s resonating. Keep an eye on:

• Reach: How many people saw your content.
• Engagement: Likes, shares, comments and saves.
• Clicks: How many people clicked through to your website or online ordering.
• Follower growth: Good to track over time, but not the only metric that matters.

Set a reminder to review performance monthly. That way, you can drop what’s not working and focus on content that connects.

Final thoughts

Social media can deliver real-world results—more bookings, more foot traffic, stronger word-of-mouth. You don’t need a massive budget or fancy equipment. Just be consistent, stay true to your brand, and keep experimenting.

With the right strategy and mindset, social media can help your hospitality business thrive both online and off.