Social Media Marketing 101 for Restaurants: Facebook

Updated: Feb 27

Given that 89 percent of U.S. diners are now on social media and 42 percent have interacted with restaurants on at least one social media platform, a golden marketing opportunity exists online for your restaurant.

Instagram is a prime place for restaurants to post food photography, outranking any other social media platform when it comes to user interaction. Since the brain processes visuals 60,000 times faster than text, your tantalizing foodporn can go a long way (especially for a hungry consumer around lunchtime).

However, it’s also important for your restaurant to have a strong presence, or at the very least a respectable looking page with positive reviews, on Facebook. A study published in Social Media Monthly in 2019 found that 75 percent of consumers have, at least once in the past, used Facebook to decide between restaurants.


66 percent of U.S. diners who have interacted with restaurant content on social media say that they are now more likely to visit that restaurant. However, as a business page, you should follow this rule of thumb: No more than 20 percent of your posts should be blatantly self-promotional.

So then, what kind of content should you post, you ask? Statistics point to videos, which only represent 3 percent of all content despite the fact that they generate the highest amount of engagement. Make sure your videos are optimized for mobile view, because 75 percent of all Facebook video views happen on mobile devices. These videos (better yet – live videos! – which users watch 3 times longer compared to regular videos) can include behind-the-scenes insights, interviews or interesting anecdotes from staff or customers, or simple recordings of the ambiance.

Video content is followed closely by image posts and then text posts. As a general rule, your text should be as short as possible. No one wants to read an essay from Timmy’s Tacos.

According to Hubspot, the best windows for Facebook posts are Wednesdays at 3:00pm, Saturdays and Sundays between 12:00pm and 1:00pm, and Thursdays and Fridays between 1:00pm and 4:00pm. Don’t post more than twice per day or your followers will stop interacting with your content altogether. Pages that post only once or twice per day receive 32% more likes and 73% more comments than those that post more.

Lastly, you can increase your page likes by offering incentives and discounts. According to Forbes, most people (79 percent) like pages precisely for that reason.

BrainPickings: Stay tuned for the next article in our Social Media 101 for Restaurants series: Instagram! In the meantime, read these “Top 5 Online Marketing Tips for Restaurant Owners”!