A restaurant on Instagram works when it consistently shows what really happens: the dishes, the kitchen, the dining room, the people and what’s new. You don’t need to post every day: you need a regular calendar, well-shot phone footage and a profile that says right away where you are, when you’re open and how to book.
First of all, the profile.
- Name and photo that are recognisable and match your sign.
- In the bio: what kind of food you serve, where you are, hours or closing days.
- The link to your website, digital menu or booking page.
- Story highlights with the menu, the dining room, directions.
Your profile doesn’t replace a website: we explain why you need both in Do I need a website if I already have Instagram?.
What to post: ten ideas.
- The dish of the day or of the season, filmed as it leaves the kitchen.
- A preparation from start to finish, in a few seconds.
- The ingredients and where they come from.
- The dining room getting ready before service.
- The staff, if they wish.
- A special night, an event, something new on the menu.
- The questions customers always ask, with the answer.
- Seasonal changes and dishes that come back.
- Your best reviews, only if real.
- How to book or how to get there.
Good footage with your phone.
- Natural light, near a window, no flash.
- Phone held vertically and steady, propped up or held with two hands.
- A few seconds per clip: many short clips are better than one long video.
- A clean lens: it sounds trivial, but it changes everything.
How often to post.
Consistency matters more than quantity: a few polished, regular posts are better than lots of rushed ones. A monthly calendar, prepared in advance, keeps you from running out of ideas on the busiest days.
Which numbers to watch.
Not just followers: look at how many people you reach, which content works best and, above all, how many requests and bookings come from the profile. That’s where you see whether Instagram is working for your venue.
If you don’t have time.
With Aleryc’s social media manager service for restaurants, we handle the calendar, scripts, editing and posting: you send us a few clips following our directions; we don’t shoot footage for you. On request, once only, we shoot the first videos together in a training session in Italy, based on a quote.