Social media marketing for restaurants

As of January 2024, social media platforms have 5.4 billion users scrolling through endless content feeds. To put it into perspective, that’s 62% of the world’s population – liking, sharing and engaging with one another online.

When it comes to the hospitality industry, social media marketing (SMM) is an incredibly powerful tool that helps businesses be “seen” by potential guests, and stay in touch with those who have already visited. A recent Dineplan survey shows that 36% of South African diners discover restaurants through social media.

Keep reading to discover the benefits of social media marketing and six quick tips on how to maximise your online presence using social media.

Four benefits of social media marketing

There are many benefits when it comes to social media, especially for businesses looking to reach a wider audience that might not have been accessible before the dawn (and rise) of social platforms.

Before a diner even sits down at a table, their experience begins online.

Keep these benefits in mind as you navigate social media marketing for your restaurant, hotel, bar or winery:

1. Easy access to information: Keep your pages updated regularly to help potential diners and regular guests find important information about your business. Use Instagram’s link-in-bio function to make it easy for guests to book, find opening times, see new menus, and discover specials.
2. Increases brand awareness: SMM helps put eyes on your business, whether it’s locals or tourists, without them having to physically be there. Take advantage of the “borderless” world of social media by creating content that stands out from your competitors to reach a large audience.
3. Adds professionalism: Potential customers will often go online to decide where to spend their hard-earned money. Whether it’s through reviews, your restaurant website or social media, having an active and engaged online presence adds to the credibility of your business.
4. Social proof and shared experiences: Anyone who steps into your venue is bound to snap a couple of “pics” for their feeds and stories. Ultimately, this is the best form of “word-of-mouth” marketing – and it’s free! Make sure to check that your geo-tag is correct and your social handles are visible somewhere in the venue.

Six tips for a successful social media marketing

Now that you’re convinced of the benefits, let’s dive into how to get it right.

1. Define your goals: What do you hope to achieve with SMM? Whether it’s increasing awareness to entice new guests, keep existing customers coming back, or using it to engage with your community, the list is endless. Do some research and develop a solid social media marketing strategy.
2. Get creative with content: The saying “we eat with our eyes” rings especially true when it comes to SMM. Take the time to create appetising, on-brand and engaging content. The content possibilities are endless, so get creative while staying authentic to your brand.
3. Be consistent: Post regularly with a consistent “voice”. The more consistent you are on social media, the wider your reach will grow. Try to avoid changing it up too often, as your followers chose your page for a reason.
4. Interact: Create a direct line of communication with your audience. Respond promptly to questions, provide information and maintain a good relationship with your guests.
5. Use hashtags: Invest time researching your area and target market to see what hashtags are being used. Keep it to a minimum of 5 and a maximum of 15 hashtags per post.

Tip: Create your own hashtags. This is an excellent way to increase brand awareness and spark a conversation! For example, we use #Dineplan.

6. Run giveaways: This is a great way to drive page engagement while drumming up some excitement about your business. This tactic also helps in growing your follower count too!

Social media is ever-changing and, in the highly competitive world of restaurants, bars and hospitality, it’s an invaluable tool. Just remember to be patient, get creative, and most importantly, have fun with it! #DineplanBlog