Hospitality team featured on venue Instagram page to build trust and engagement with local diners

Why your team should be the face of your feed

In a digital world where diners are spoilt for choice, the key to standing out isn’t just what’s on the plate - it’s who’s behind it. Your team is more than just staff - they’re storytellers, brand ambassadors and the human connection that keeps people coming back.

If you're not showcasing your chefs, bartenders or floor staff on socials, you're missing out on one of the most powerful (and underused) tools in hospitality marketing right now.

here’s why…

people connect with people

We know that authentic, people-first content consistently outperforms polished promos. According to Sprout Social, 72% of people say they feel more connected to a brand when its employees are active and visible on social media.

Whether it’s your barista sharing their favourite roast, your head chef plating up the special, or your waitstaff getting silly during a quiet moment; this is the content that builds familiarity and trust. It makes your venue feel real, warm and relatable.

human content drives performance

Content that features real people in action - especially when it’s short-form and video-led - is consistently among the top-performing formats on Instagram and TikTok.

Meta has reported that Reels with people in them get up to 30% more reach, while TikTok’s algorithm heavily prioritises relatable faces over polished brand assets.

When your team becomes part of your storytelling, your content doesn’t just get seen - it gets shared, saved and remembered.

it's great for staff morale and culture

There’s also a powerful internal impact to involving your team in social content. It makes them feel valued, connected to the brand, and proud of what they do. This is especially important in an industry battling high turnover rates.

When staff feel seen and celebrated, they’re more likely to become vocal brand advocates (on and off the clock).

how to make it work…

You don’t always need professional shoots or complex scripts. Keep it simple, keep it human:

Capture snippets of your team in action: prepping, pouring, plating, or just having a laugh
Share mini-interviews, staff picks or "a day in the life" content
Turn UGC into gold; encourage your team to post and reshare from their POV
Use Stories and Reels to introduce new team members or celebrate milestones

the bottom line

If you want to build real connection, drive engagement and stand out in a saturated space - put your people front and centre. Your staff aren’t just part of your team - they’re part of your brand. And they deserve to be seen.

Want more engagement? Start with your staff.