Social media isn’t just about showing off your newest menu item anymore… it’s your booking funnel, word-of-mouth engine and community builder rolled into one. For restaurants, cafes and bars across Australia, staying active and strategic online isn’t optional, it’s essential.

With changes to consumer behaviour, platform algorithms and the cost of paid reach, here’s what venues need to know to stay visible and competitive in 2025.

Optimised visual content strategy for restaurants and bars to increase bookings and stay competitive online.

Where the industry is at

According to Hootsuite’s 2024 benchmarks, hospitality brands that post consistently on Instagram and Facebook experience 2.5%–5% monthly follower growth, with the top-performing accounts seeing upwards of 7% during peak campaign periods.

But growth alone isn’t the full picture; real success comes from converting that attention into foot traffic, bookings and repeat visits. That’s why content must be built with clear outcomes in mind: awareness, engagement, loyalty or conversion.

The rise of story-driven content

Feeds are still important for first impressions, but the real connection happens in Stories and DMs. Users are overwhelmed by content and turning to ephemeral, personal formats (meaning your Stories need to work just as hard as your Reels).

Behind-the-scenes moments, community shoutouts and “what’s on” updates give guests more reason to keep tapping. Think less “polished promo”, more “authentic personality”.

Video is non-negotiable

From TikTok to Reels, short-form video content continues to dominate. In 2025, venues not using video are already behind. That doesn’t mean you need to go viral every week… It means having a regular rhythm of creative video content that reflects your vibe and drives action.

User-generated content, chef spotlights, drink pours and time-lapse setups are easy wins for capturing attention fast.

Meta ads: still worth it—but smarter

Organic reach is declining and boosting is no longer a bonus - it’s baked into visibility. But wasting budget on poorly targeted ads is out. Instead, venues need smart paid strategies with tight audience segmentation, geo-targeting and compelling creative.

Expect to spend around $1,500–$3,500 per month on Meta ads during promotional periods, depending on your goals and region.

SEO and discoverability are changing

Instagram’s recent move to make posts indexable by Google Search means your captions, keywords and location tags matter more than ever. Hashtags are becoming less relevant - so focus on clear, searchable language in your bios and posts.

Having your social content work as a secondary website is a huge opportunity; especially for diners searching “best lunch in Surry Hills” or “romantic dinner Gold Coast”.

So, what should venues be doing now?

Show up consistently with content that reflects your space, menu and experience
Invest in short-form video that’s optimised for Reels, TikTok and Stories
Get strategic with paid ads—targeted, seasonal and well-paced
Update your bios and captions for searchability and clarity
Engage in DMs and comments like you would in person—with warmth and personality
Measure what matters—bookings, website clicks and repeat customers

Final thought

Social media in 2025 isn’t about chasing trends… it’s about building trust, showing up with intention, and turning online buzz into in-venue results. For Australian venues, the time to get sharper and more strategic is now.

Need help cutting through the noise? Let’s chat.

Serving more than food: what Aussie venues need to know about social media in 2025