In the world of hospitality, few things have reshaped guest behaviour quite like social media. What started as a tool to share polished food photos is now a dynamic, fast-moving space where diners discover venues, build trust with brands, and decide where to eat.
If you’ve worked in hospitality or restaurant marketing, you’ve likely felt that shift too. What worked last year might already feel outdated today.
So, what should restaurants expect in 2025? In this article, we’ll break down the key social media shifts to watch, and how your venue can stay one step ahead.
Why social media matters more than ever in 2025
First things first. If you’re still treating social media like an afterthought or just a pretty feed of specials and flat lays, it’s time to rethink.
Consumer behaviour has changed
Today’s diners, especially younger ones, are discovering venues on TikTok and Instagram before they ever turn to Google. In fact, Google revealed that nearly 40% of Gen Z use social media platforms as their primary search engine for food, travel, and experiences.
That behaviour extends beyond Gen Z. A recent survey found that 72% of people use social media to research restaurants, and 68% check a venue’s social media presence before deciding to visit.
Trust lives in real-time content
It’s no longer about how polished your posts are, it’s about how authentic they feel. Guests trust behind-the-scenes footage, customer reviews, and UGC (user-generated content) more than ads or stylised photoshoots. A shaky iPhone video of your chef plating a dish might do more for your brand than a perfectly staged still ever could.
Visibility = Local success
Social media doesn’t just help you go viral, it helps you get discovered. Location tags, local hashtags, and consistent content boost your visibility on platforms like Instagram, TikTok, Google Maps, and even TripAdvisor. That visibility translates into foot traffic, especially when guests are actively searching nearby.
Key social media trends restaurants should watch in 2025
So, what does this all mean in practice? Let’s break down the most impactful trends shaping restaurant marketing in 2025, and how venues like yours can tap into them.
1. The rise of short-form, story-driven video
We used to obsess over long-form content calendars, but these days, the best-performing posts are short-form, raw, and real.
We’re seeing restaurants grow their audience and bookings by posting 15-second clips on Instagram Reels, TikTok, and YouTube Shorts. It’s not about cinematic quality; it’s about telling a quick story or sparking an emotion.
Why it works:
- It’s quick, digestible, and perfect for on-the-go scrolling
- Algorithms love video, especially when it sparks emotion or tells a story
- Viewers connect more with moments, not just polished promos
How to make it work for your venue:
Skip the salesy stuff. Instead, think mini-stories:
- The sizzle of a pan during dinner prep
- A customer’s first bite of your signature dish
- Your chef sharing what’s fresh on the menu this week
Pro tip: Start with one “day in the life” clip each week and build from there. You don’t need a production team, just a steady hand and a good sense of your brand vibe.
2. Raw, relatable, and unfiltered is winning
Perfectly plated shots still have a place. But in 2025, diners want more than pretty pictures, they want personality.
That means pulling back the curtain a little:
- Introduce your team (yes, even the shy ones)
- Share behind-the-scenes bloopers
- Highlight your venue’s vibe during service
People want to see the humans behind the hospitality—the laughs, the hustle, the little imperfect moments that make your place feel alive.
One of our favourite examples is a Melbourne café that went viral simply by introducing their baristas in a TikTok series. They didn’t script it. They just let them be themselves, and the comments were filled with people saying, “Can’t wait to come in and meet them!”
3. Smarter content creation with AI and automation
Between shift schedules, supplier emails, team check-ins, and the 50 other things that need doing, social media often falls to the bottom of the list. We get it. But the good news? AI and automation tools are finally making it easier for restaurants to stay visible without burning out.
Many of the venues we work with have been leaning on tools like ChatGPT to spark ideas, Canva to create on-brand visuals, and Later to schedule content across platforms. For most, it’s not just about saving time, it’s been the key to staying consistent week after week.
Here’s what we’ve learned (from experience and observation):
- AI is brilliant for brainstorming, planning, and repurposing content
- But in hospitality, tone and nuance matter—it still needs your voice
- Scheduling ahead saves you from that 5pm “oh no, we haven’t posted today” panic
Tip from the trenches: Always give AI-generated content a once-over before it goes live. We’ve seen captions misfire thanks to cultural references or local slang that just didn’t land. A quick human review can make all the difference.
And it’s not just social—AI is streamlining the guest experience too. Tools like our Sadie, the AI Receptionist, help venues handle enquiries and bookings automatically, freeing up your team while making sure guests are looked after around the clock.
4. Owned communities over algorithm chasing
It’s no secret that social media is becoming more pay-to-play. Organic reach? Not what it used to be. That’s why more restaurants are investing in owned channels like:
- Email newsletters
- SMS marketing
- Subscriber-only perks or private groups
These platforms give you direct access to your community, without relying on unpredictable algorithms. You’re not just renting space on social media, you’re building a loyal base that actually sees your updates.
Pro tip: Use social media to funnel people into your owned channels. Offer a freebie, exclusive menu sneak peek, or early access booking to grow your list.
5. Local influence & micro-collaborations
Big-name influencers might bring views, but local creators bring customers. In 2025, the smartest venues are teaming up with:
- Local foodies with smaller, highly engaged audiences
- Neighbourhood creators or culture pages
- Nearby businesses for joint promos or events
It’s all about hyperlocal trust. Not only does it build community, but it also boosts your local SEO (especially when your collaborators tag your location or mention your suburb or city).
Try this:
- Partner with a nearby wine bar for a dinner series
- Invite a local lifestyle creator to share a day in your venue
- Use hashtags like #MelbourneEats, #TorontoRestaurants, or #LondonFoodie to boost discovery
What restaurant owners should do to stay ahead
We know marketing can fall to the bottom of the to-do list, especially when the fridge goes down, the dinner rush kicks in, and your sous chef calls in sick.
But from what we’ve seen, the venues that are growing their presence and guest base in 2025 have a few things in common.
1. Pick your platforms and go deep, not wide
You don’t need to be on five platforms to make an impact. Choose one or two—usually Instagram and TikTok for visual appeal and reach—and go deep instead of wide. The goal isn’t to chase every trend; it’s to show up consistently where your audience is already hanging out.
2. Plan weekly content in advance
Use a flexible content calendar to map out what’s coming up: specials, events, staff spotlights, behind-the-scenes prep. Planning ahead doesn’t mean being rigid, it means freeing yourself up during the week to focus on service, not scrambling for a caption at 5pm.
3. Empower your staff to create
This is one of our favourite parts of the job: seeing staff shine. Some of the most engaging content we’ve seen came from line cooks filming behind-the-scenes prep, or baristas introducing themselves in one-take videos.
Our take? Don’t underestimate how much people love the real people behind your venue.
4. Batch-create and schedule
Use tools like Canva, ChatGPT, and Later to create and queue up a week or two of posts in one sitting. It’s way more efficient than starting from scratch every day. Some of our partner venues even schedule a 2-hour “content sprint” each fortnight—smart and sustainable.
5. Measure what actually matters
Forget vanity metrics. Instead, track:
- Engagement (comments, shares)
- Reach (how many people saw it)
- Conversions (clicks to booking links, loyalty signups, etc.)
If a video only gets 300 views but leads to 10 bookings—that’s a win.
How this fits Into broader restaurant marketing trends
Let’s zoom out. Social media is important—but it works best when connected to your other systems. As a restaurant tech company, we get especially excited when venues connect their marketing efforts to real guest data.
Here’s where social fits into smarter restaurant marketing in 2025:
Loyalty programs
Promote your loyalty rewards through Stories and posts. Give followers a reason to come back and tie social campaigns into exclusive perks for loyal fans.
Review strategy
Social is the perfect place to amplify glowing reviews and encourage others to leave their own. We’ve even seen venues screenshot Google reviews and use them as weekly posts—it’s simple social proof that works.
Pro tip: Pair reviews with user-generated content for double the impact.
POS-linked targeting
If your POS integrates with marketing tools, you can segment guests and retarget them with content that matches their behaviour (like re-promoting a dish they’ve ordered or inviting them back after a long break). This makes your social media more personalised and more powerful.
Some platforms, like Now Book It, offer marketing features that integrate with your POS, helping you connect bookings, orders, and revenue in one place. That kind of visibility makes it easier to understand your guests and run more targeted, high-impact campaigns without adding to your workload.
Email + SMS strategy
Use social to grow your email and SMS lists, then use those channels to deliver offers and updates directly to your audience. It’s a smart way to own your guest relationships instead of relying solely on algorithm-driven reach.
With Now Book It, you can take this even further by sending automated booking reminders, sharing promos, and building guest loyalty with customisable templates. No extra tools or platforms needed—just smarter, more seamless communication.
Omnichannel presence
Some guests discover you on Instagram. Others book through Google. Some only respond to email or text. The venues winning in 2025 are the ones that show up seamlessly across platforms, both online and in-person.
So, where do you go from here?
The truth is, you don’t need to do it all—you just need to do what works for your venue. The most effective restaurant marketing in 2025 is intentional, consistent, and integrated. Social media works best when it’s connected to the bigger picture—bookings, loyalty, reviews, guest data, and direct comms like email and SMS.
That’s where a smart system like Now Book It comes in. It helps you bring all the moving parts together so your marketing doesn’t just look good, it actually drives result
