Photo: Los Muertos Crew / Pexels (photo page on Pexels, opens in a new tab)
Every venue knows it "should be doing more on socials". Then service starts, the person who was going to post is on the pass, and the last update was three weeks ago. Here's the thing: you don't need a content team. You need a simple system and a team that knows what's worth filming.
Why bother?
When people are deciding where to eat or drink, plenty of them check a venue's social accounts to see what it's actually like: the room, the food, the vibe, whether it's open. An account that's clearly alive tells them you're open and worth the trip. One that went quiet in spring tells them something else.
You're not trying to go viral. You're trying to make sure that when someone looks you up, they like what they see and book.
What to post: real beats polished
The posts that tend to work best for venues aren't glossy. They're the stuff only you can show:
- The making of things. Pasta being rolled, a cocktail being built, bread coming out of the oven. Hands, steam, sound.
- The people. The bar team, the KP who's been there ten years, the new commis on their first service. (Ask first, every time.)
- What's new or limited. This week's special, a guest beer, the first asparagus of the season.
- The room at its best. The golden hour light on a Friday, candles lit, the garden ready to go.
- Useful stuff. Opening hours, bank holiday changes, how to book, where to park.
You're not trying to go viral. You're trying to make sure that when someone looks you up, they book.
A plan you can actually stick to
Three posts a week, done well, beats a flurry followed by silence. Here's a simple rhythm:
Share the login sensibly: one or two people with access to post, everyone else sends clips to them. That keeps the voice consistent and stops anything being posted in a hurry.
The 15-second filming checklist
Phones are brilliant. Most bad food clips are bad for the same few reasons.
- Light. Turn off the overhead heat lamp, find a window or a clean surface under good light.
- Clean the frame. Wipe the plate rim, clear the clutter, hide the blue roll.
- Hold it steady. Lean on the pass. Or use a small tripod kept behind the bar.
- Get close. Sauce going on, a knife through a pie, a pint settling.
- Shoot vertical for stories and short video.
- Sound on. Sizzle, pour, crackle. It's half the appeal.
- Under 15 seconds. Start with the best bit.
Write like a person
Captions don't need to be clever. Write the way you'd talk to a regular across the bar: what it is, why it's good, and what to do next. "Wild garlic's in. Gnocchi with brown butter and wild garlic on from tonight, while it lasts. Book via the link in bio." Done.
Reply to comments and messages like you'd greet someone at the door. Quickly, warmly, and by name if you can. If someone's unhappy, take it to a private message and sort it out. Don't argue in public.
The rules that keep you out of trouble
Social media is marketing, and marketing has rules. Your own posts promoting your venue can fall within the Advertising Standards Authority's remit, so:
- Be accurate. Don't post a dish or deal you're not actually offering. Prices and offers must be honest.
- Label paid or gifted content. If you invite an influencer and give them a free meal or pay them, their posts about you need to be clearly marked as ads. The ASA expects a clear, upfront label such as "Ad", not something buried in a pile of hashtags.
- Take care with alcohol. Drinks posts must not be aimed at or particularly appeal to under-18s, and shouldn't link drinking with things like social success or being daring. The ASA's guidance on alcohol is worth a read before you post that shots video.
- Ask permission. Get the OK from staff and guests before posting anything where they can be identified. Children especially.
- Allergen claims. Don't call something "gluten-free" or "nut-free" casually in a caption. Those words carry legal weight.
Measure the thing that matters
Followers and likes are nice. Bookings are better. Once a month, check:
- How many bookings came via the link in your profile (most booking systems can track this)
- Which three posts got the most saves, shares and profile visits
- Which questions people keep asking in messages, and whether your posts answer them
Then do more of what worked.
Watch
How to Make Mr Lyan's Cocktails at Home with Ryan Chetiyawardana
Lush Life Manual on YouTube (opens in a new tab) ·
Why watch: Ryan Chetiyawardana on cocktails. Notice how the story behind a drink is more interesting than the finished glass. Good inspiration for captions.
