The Truth About Social Media Strategy and What Actually Works to Attract Customers
In this post, we’re breaking down the biggest mistakes restaurants make on social media and how to fix them. From creating engaging content and leveraging video to interacting with your audience and tracking results, this guide will show you how to turn your social media from an afterthought into a customer-generating machine.
Let’s get real for a second—posting random pictures of your food on Instagram isn’t a social media strategy.
If you think uploading a mediocre snapshot of a burger once a week is going to magically bring in customers, you’re going to be frustrated. Social media can be a powerful marketing tool, but only if you use it with purpose. Otherwise, you're just shouting into the void while your competitors out-market you.
So, if social media isn’t about just posting food pics, what should you be doing? Let’s dig in to the biggest mistakes restaurants make on social media and, more importantly, how to fix them.
The Problem with Random Food Pics
Why It Doesn’t Work
Sure, a high-quality food photo can grab attention, but that’s only step one. A picture alone doesn’t tell people why they should visit your restaurant today, why your burger is better than the one down the street, or what makes your place worth their time.
The Fix
Food photos should be part of a larger strategy, not the entire plan. Pair your images with captions that create urgency, tell a story, or encourage interaction. Instead of just saying “Try our new pizza!”, try something like:
“Craving something cheesy and delicious? Our new wood-fired Margherita pizza is fresh out of the oven—available tonight only! Who’s grabbing a slice? ”
This type of caption gives people a reason to act now instead of just scrolling past.
Posting Without a Strategy
Why It Doesn’t Work
If your posts are inconsistent, all over the place, or infrequent, you’re wasting your efforts. Posting whenever you “feel like it” means you’re not staying top-of-mind for your audience.
The Fix
You need a content calendar. Plan out your posts in advance to ensure a mix of engaging content, such as:
Behind-the-scenes: chef prepping or bartenders createing a cocktail, etc.
Customer testimonials: happy. smiling guests enjoying their meals
Specials and promotions: limited-time offers, discounts, and events
Interactive content: polls, Q&A sessions, contests, user-generated content
Use scheduling tools like Meta Business Suite, Later, or even Google Sheets to automate posts and stay consistent (Sign up below and get access to our free Google Sheet Planner).
Ignoring Video Content
Why It Doesn’t Work
Static images alone don’t perform as well as they used to. Video content is what’s dominating social media, and if you’re not using it, you’re missing out.
The Fix
Start incorporating videos into your strategy. Short-form videos (like Instagram Reels, TikToks, and Facebook Stories) get far better engagement than static posts. Try:
Quick kitchen tour showing how your signature dish is made
“Day in the Life” of your chef or team
Customers reacting to their first bite of your best-selling dish
Time-lapse of a busy Friday night service
Videos help bring your restaurant to life and make it more relatable and engaging.
Not Engaging With Your Audience
Why It Doesn’t Work
Social media isn’t just about posting—it’s about engaging. If you’re ignoring comments, not responding to DMs, and never interacting with your followers, you’re missing opportunities to build real relationships.
The Fix
Make engagement a priority:
Respond to every comment (yes, every single one!)
Like and comment on posts from local businesses and customers
Ask questions in your captions to encourage conversation
Run polls and Q&A sessions in Stories
The more you engage, the more the algorithm will favor your content, increasing visibility.
Not Leveraging User-Generated Content
Why It Doesn’t Work
People trust other people more than they trust businesses. If your social media is all about you and not your customers, you’re missing a powerful marketing opportunity.
The Fix
Encourage guests to tag your restaurant in their posts.
Repost their content and give them a shoutout.
Run a contest to share their best meal pics for a chance to win a free appetizer.
When potential customers see real people enjoying your food, you get more credibility.
Not Showcasing Your Restaurant’s Personality
Why It Doesn’t Work
If your social media feels generic, people won’t connect with it. Customers want to know the people behind the business.
The Fix:
Showcase your team, your culture, and what makes your restaurant unique. Share:
Staff spotlights and just being themselves
Stories about your restaurant’s history or what makes it special
Funny, relatable, or interesting content that fits your brand’s personality
Be authentic. Let your social media feel like an extension of your restaurant’s atmosphere.
Not Tracking What Works
Why It Doesn’t Work
If you’re not analyzing your performance, you’re wasting time on things that might not even be working.
The Fix
Regularly review your social media analytics. Check:
Which posts get the most engagement
What times/days your audience is most active
What types of content drive website clicks and reservations
Use this data to refine your strategy and double down on what’s working.
The Bottom Line
Social media isn’t just a place to dump food pics—it’s a marketing tool that, when used strategically, can bring in real customers and revenue. If your social media game has been weak, it’s time to shift gears and get serious about strategy.
Plan your content
Post engaging, varied content
Use video
Engage with your audience
Track results and refine your approach
If you commit to these changes, you’ll stop wasting time on ineffective posts and start seeing real impact. The big chains have marketing teams—you have Restaurant Rebellion. Now go take control of your social media and make it work for you, not against you.
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