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10 Tips To Improve Your Social Media

Social media is a must for any business that wants to not just survive but thrive. There are 45 million users in the UK, which is over 60% of the population. And 98.8% of these access through mobile phones. So if your business doesn’t use social media, you could be missing out on reaching a big chunk of potential customers. 

For those in the hospitality business, the three leading social media platforms to be active on include Facebook, Instagram, and Twitter – though if you’re a chef who loves sharing recipes, YouTube and even the latest video phenomenon, TikTok, could be the way to go.

Facebook is the largest social media platform, with 2.18 billion global users. And whilst it’s true that people aged 65+ are the fastest-growing demographic on the platform, 61.3% of global Facebook users are still under 35. According to Facebook, you can reach 36% of the global population over the age of 13 with ads.

As of January 2021, there were 31 million Instagram users in the UK. And according to the platform, some 53% of the UK population can be reached with advertising, with a gender split of 54% female and 46% male.

So, if you don’t have a social media presence, or are not actively using it, now’s the time to start. Posts can generally be quite similar across the platforms. The other thing to consider is the number of characters you can use: Twitter has a limit of 280, whereas Facebook and Instagram are far longer, but don’t get carried away with long posts!

Aside from posts and stories, another way to share content is by making a Reel, a short video that Instagram introduced in 2021. Many people use this to share recipes, but for those in the hospitality industry, this could also be a great way to show dishes from a new menu, give a sneak peek inside the restaurant or hotel, or share customer feedback. The possibilities are endless, you just need to get creative.

Once your social media page is up and running, you want to direct people to it using adverts. Social media advertising is actually one of the cheaper methods of advertising. You can reach specific audiences using segmentation. And of course, you can reach a huge network of people.


1. Create a social media strategy, or speak to someone who can create one for you. This will take into account how often you post and the type of content you’re pushing out on each platform, as well as how many adverts should be posted and when (time is important too).

2. Make sure any adverts, images or videos you post are optimised for mobile phones, as this is the most common device customers will use to view your content.

3. Use Twitter to post about informative content or business wins: coverage in a magazine or newspaper, new team hires, shoutouts etc.

4. Make sure your contact details and location is readily available.

5. Make sure you are posting regularly – 2 to 5 times a week. But make sure the content is pure and entertaining. 

6. Make sure the images, videos or adverts you’re posting are high quality. Photographers do really well on Instagram because their images are brilliant. It’s well worth investing in having professional photographs taken. There’s nothing worse than a poorly shot image of food, and your engagement will show this.

7. Don’t just post for the sake of it. If you’re short of time, try using social media scheduling platforms like Hootsuite and Buffer.

8. Make sure someone is monitoring your social media pages regularly. People will use direct messenger to contact you, if you know you can’t respond quickly, you can set up an automatic response asking them to email you on a specific address. Remember, social media is another layer of customer service.

8. Consider using local social media influencers to help boost your reach. Some will charge a fee, others will be happy with a free meal, drink or hotel stay, in exchange for posting about your business – this is all part of the social media strategy mentioned above.

male and female chefs using laptop at restaurant kitchen

10. Probably the most valuable piece of advice is just to start. Start and refine along the way. You can look at what your competitors and other brands are posting and get some inspiration there. Don’t get too hooked on post analytics as many factors influence the success of a post. Over time you will be able to see what is working and do more of that. Nothing will happen until you start!