The restaurant industry has always been an evolving landscape, but in 2024, the catalyst for much of that change is undeniably social media. Platforms like Instagram and TikTok aren’t just influencing where we eat; they’re transforming how restaurants operate, market, and engage with customers. From viral food trends to influencer collaborations, social media has reshaped the way the industry connects with its audience.
This blog explores the powerful role social media plays in shaping dining trends and why restaurants need to embrace this digital evolution.
1. Why You Should Be On Instagram
Instagram has firmly established itself as a key player in the food and dining space. In 2024, it continues to thrive as the go-to platform for diners looking for visual inspiration, as well as for restaurants trying to showcase their culinary creations.
Mouth-Watering Food Pics
For many consumers, a dish’s visual appeal can be as important as its flavor. Instagram’s focus on visuals allows restaurants to capitalize on this by presenting food as art. Dishes that are colorful, unique, or aesthetically pleasing tend to attract more attention on the platform. The term “Instagrammable” has become a common part of restaurant marketing strategies, with establishments designing dishes specifically to be shared by their customers online.
These user-generated posts act as organic advertising, encouraging potential customers to visit and experience the food for themselves. In 2024, restaurants that understand the value of visual presentation are winning more customers through shareable content.
Using Instagram Stories and Reels
Instagram’s Stories and Reels have emerged as game-changers for restaurants. These short-form video features offer a dynamic way for restaurants to share behind-the-scenes moments, special promotions, or customer testimonials. With Stories, restaurants can create a sense of immediacy by featuring limited-time offers or countdowns to special events. Meanwhile, Reels offer a way to create trendy, bite-sized video content that can quickly gain traction.
For instance, a Reel of a signature dish being plated in real-time or a quick kitchen tour can go viral, drawing in viewers who may have never heard of the restaurant before. Reels’ algorithm also favors high-engagement content, making it easier for well-crafted videos to reach broader audiences.
2. TikTok At The Top Next To Instagram
While Instagram has long been a cornerstone of restaurant marketing, TikTok has emerged as a fast-rising star. With its focus on short, catchy videos, TikTok offers restaurants an innovative platform to reach younger, tech-savvy diners.
Viral Food Trends on TikTok
In 2024, TikTok remains the birthplace of countless food trends. From whipped Dalgona coffee to cloud bread, viral food trends originating on TikTok have the power to elevate a restaurant’s menu item to global fame. Restaurants that keep a pulse on TikTok trends can ride the wave of popularity by incorporating trending ingredients or techniques into their offerings. Those that creatively interpret these trends can stand out even further, attracting both diners and online attention.
TikTok’s ability to create viral sensations in days or even hours can make or break a dish’s success. Restaurants need to be agile in their offerings, ready to adapt to or capitalize on viral trends before they fade.
Authenticity and Personality Shine on TikTok
Unlike Instagram’s more polished aesthetic, TikTok thrives on authenticity. Restaurant owners and staff can share behind-the-scenes moments that feel genuine and relatable. This could include quirky kitchen mishaps, prep work for signature dishes, or even humorous interactions between staff and customers. In 2024, restaurants that embrace this authenticity and personality tend to foster stronger connections with their audience.
For example, a behind-the-scenes video of a chef creating a new dish, or a candid moment of staff having fun, can resonate with viewers who crave authenticity. This transparency builds trust and makes the restaurant feel more approachable.
3. The Power of Collaborating With Influencers
In both Instagram and TikTok worlds, influencers wield significant power. Partnering with influencers, whether they’re macro-influencers with millions of followers or micro-influencers with a niche, engaged audience, has become a crucial marketing strategy for restaurants.
Local Influencers Drive Foot Traffic
In 2024, local influencers have become one of the most effective tools for restaurants looking to boost foot traffic. By partnering with influencers who have an established local following, restaurants can reach potential customers in their area through a trusted voice. These influencers are often seen as more genuine and relatable, making their recommendations feel more authentic.
A simple Instagram post or TikTok video from an influencer, showcasing a restaurant’s ambiance or highlighting a must-try dish, can drive new customers to visit and experience it for themselves. In exchange, restaurants gain exposure to a wider audience without having to invest heavily in traditional advertising.
Co-creating Content with Influencers
Restaurants are increasingly collaborating with influencers to create exclusive events or dishes that generate buzz. In these collaborations, influencers not only promote the restaurant but actively participate in creating content around it. For example, an influencer might co-host a themed night at the restaurant or participate in a cooking challenge alongside the chef, bringing their audience into the experience.
This co-creation model strengthens the influencer’s connection to the restaurant and makes their promotion feel more organic. It’s no longer just an endorsement—it’s a genuine partnership.
Read More: Why Foodie Influencers Are Only Going to Get More Popular
4. Engaging Directly with Customers
Social media offers restaurants an unparalleled opportunity to engage directly with their customers in real-time. From responding to comments on Instagram posts to sharing user-generated content, restaurants that foster an active, engaged online community build lasting relationships with their customers.
User-Generated Content as Free Marketing
One of the most effective forms of engagement in 2024 is reposting user-generated content. Customers who share photos of their meals or leave positive reviews are essentially doing the restaurant’s marketing for them. By engaging with this content—whether through reposts, likes, or comments—restaurants can show appreciation while also leveraging it for brand promotion.
This not only builds goodwill among existing customers but also encourages others to share their experiences, knowing the restaurant values their content.
Interactive Campaigns and Giveaways
Interactive campaigns, such as contests or giveaways, have become popular ways for restaurants to generate engagement. For instance, a restaurant might ask followers to share photos of their meals using a specific hashtag for a chance to win a free meal. These types of campaigns create excitement around the brand and encourage users to engage more actively.
5. The Future of Social Media in Dining
As social media platforms evolve, so too will their impact on the restaurant industry. New features like augmented reality menus or AI-driven personalized recommendations are just around the corner. In 2024, forward-thinking restaurants are already exploring these innovations to enhance the customer experience.
By incorporating social media into their core business strategy, restaurants can stay relevant and competitive in a rapidly changing industry.
Unlock the Power of Social Media for Your Restaurant
Social media is no longer just a tool for promoting specials; it’s an essential part of running a successful restaurant in 2024. Whether you’re looking to drive foot traffic through Instagram or leverage the viral power of TikTok, a strong social media presence is critical for staying competitive.
Ready To Get More Diners With Social Media?