These days, whether at home or on the go, people are continuously typing, swiping, and scrolling on their screens. This reality underscores the importance of social media for connecting people and driving business growth. For restaurants, establishing a dynamic online presence is not just a trend – it’s a necessity.
The effectiveness of social media marketing lies in its power to expand your reach, boost brand awareness, and convert interest into sales. The real challenge lies in finding the most suitable digital channels to engage your audience in meaningful ways. Have you considered launching a TikTok account or creating a Viber business page?
Discover how to harness the power of social media to elevate your food brand with insights from industry experts Bianca Magtoto, former brand manager of the Mothership F&B Group, and Maita Quesada, Group Public Relations Head of The Moment Group (Manam, 8Cuts, and Ooma).
1. Social Media Provides Access to Millions of Potential Customers
The numbers speak for themselves: 86.75 million Filipinos are active on social media, representing 73.4% of the population. Among those aged 16 to 64, the average social media usage is 3 hours and 34 minutes daily.
On top of that, users engage with an average of 8 different social platforms each month. The top channels, according to media monitoring company Meltwater, are Facebook, Messenger, TikTok, Instagram, X, Telegram, Pinterest, and WhatsApp.
The data proves that you have millions of opportunities to connect with potential customers without ever leaving your restaurant. That’s the powerful impact of social media on business!
2. Filipinos Rely on Social Media to Share and Discover Food
From Instagram feeds filled with food photos to TikTok videos showcasing top trends, Filipinos are eager to share their dining experiences and explore new flavors. So, take this chance to engage and position your business as an innovator.
Stay on top of the dialogue with a strong presence on various digital platforms. Use social media to showcase your dishes, connect with food lovers, and unlock profit-boosting opportunities with your market.
3. Social Media Offers High Returns with Minimal Investment
“Creating a social media account is one of the easiest and cheapest ways to market your restaurant,” says Quesada. “Platforms like Facebook, Instagram, and X offer free account setup and essential business tools.”
For those ready to invest a bit more, there are affordable third-party tools like Hootsuite for monitoring and various content editing platforms that won’t strain your budget. AI tools can also streamline your social media strategy, content creation, and publishing schedule.
Additionally, social media is an excellent resource for recruiting talent (thanks to networks like LinkedIn) and connecting with other businesses and suppliers.
4. You Can Connect With Followers in Real Time
Another benefit of social media marketing is the ability to engage with your followers instantly. When you post important announcements, you can quickly reach a large portion of your audience.
Meanwhile, features like Instagram Stories and Facebook Live take this further by offering a more intimate connection. They allow you to give followers exclusive glimpses into your restaurant and respond to their queries in real-time.
According to Magtoto and Quesada, sharing live, behind-the-scenes moments adds an authentic touch to your business, making it more personal and relatable. “We believe this approach has added more character to our brand,” explains Magtoto. “That behind a restaurant that serves good food, there’s a whole team dedicated with the same goal or passion.”
5. Tailored Content Boosts Engagement and Social Media Effectiveness
Tools like Facebook Page and Instagram Insights help monitor your restaurant’s social media presence. These platforms provide valuable data on your audience and reveal which posts generate the most engagement.
“[With] traditional marketing, it’s really hard to track direct conversions,” shares Magtoto. “[But] when you place an online advertisement, you can check how many people have viewed or interacted with your ad.”
By understanding your audience, you can tailor your content (and menu!) to match their interests and preferences. Social media platforms also allow you to target your posts based on criteria such as gender, age, and location, ensuring your content reaches the right people.
6. Social Media Empowers Your Customers to Promote Your Brand
Social media is a powerful platform for your customers to influence their networks. “People tend to believe or get influenced by other people,” shares Magtoto. “Of course, they believe what customers are saying about the brand rather than the brand’s self-promotion”
When customers share photos and experiences from your restaurant with their social circles, they become your brand ambassadors. This organic word-of-mouth marketing extends your reach and enhances your visibility and appeal.
7. You Engage With Customers in a More Authentic Way
Social media uniquely offers the opportunity for two-way conversations, which sets it apart from traditional marketing. This allows you to interact with customers in a more personal manner.
Try writing captions in the form of dialogues or questions, like “Come, we’re open today!” or “Have you tried our new specials?” This approach showcases your brand's personality and makes your restaurant feel more relatable and approachable.
“The more organic the post feels, the more post engagement – shares, likes, and comments – it gets,” says Magtoto. “[It’s] important for the post to feel less of an advertisement and more like a genuine interaction that evokes emotions from viewers.”
Why is social media important for business? Because it helps you form lasting relationships with your audience. On top of making them feel heard, it provides customers an avenue to leave feedback, helping you improve your menu and service.
The effectiveness of social media marketing also hinges on its ability to foster a sense of community. As social creatures, people crave connection and belonging. Leverage your digital presence to make your customers feel part of your restaurant’s heart. After all, who can deny the importance of social media in achieving this today? If you’re looking to strengthen this aspect of your business, download the free restaurant marketing plan from UFS today.
