1. Track the right signals

Vanity likes don’t grow businesses. Focus on shares, saves, DMs and profile clicks – these are what drive real-world bookings.

2. Optimise for local search

Instagram is increasingly a discovery engine. Be sure to include your location and cuisine in your bio, tag your area in every post, and use simple keywords like ‘dog-friendly bar in Camden’.

3. Start conversations in DMs

Instagram’s algorithm now rewards content that drives DMs and shares. Use polls and questions in Stories (“Which Sunday roast wins?”) or DM-only offers (“Message us ‘PINT’ for today’s deal”) to encourage replies that boost your reach and fill seats.

4. Collaborate locally

Many venues are moving away from influencer campaigns to reach new, engaged audiences, with 40% of businesses looking to invest in brand collaborations. Partner up with a nearby brewery or bakery for cross-tagged posts and shared audiences.

5. Go big on Reels

Instagram prioritises Reels, and they deliver engagement rates of around 2.2% – much higher than static posts. Showcase your atmosphere in 10 to 20-second clips: think cocktails being shaken, plates landing on tables or your team in action.

Sources: SideDish Media, Seven Rooms, 2025 UK Restaurant Industry Trends report; Emplifi 2025

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