Practical, creative strategies for restaurants to become must-haves with Instagram and TikTok: content tips, publishing timelines, real-world examples and tools to convert engagement into in-store visits.
This guide focuses on actionable tactics for restaurateurs looking to leverage Instagram and TikTok. It highlights high-performance formats, optimal posting times and case studies to turn visibility into customers.
Winning content strategies on Instagram and tiktok for restaurants
The first step is to define a clear visual and editorial identity. Take the example of the fictitious restaurant La Terrasse: the brand has chosen a tone devoid of artifice, with short behind-the-scenes videos and bright photos. This approach humanizes the establishment and avoids the pitfall of a purely commercial message.
The formats to focus on on Instagram and tiktok today are short videos (Reels and TikTok), carousels for seasonal menus and stories for daily news. An editorial schedule divided between :
- Product content: recipes, dressings, new menu items.
- Human content: teams in the kitchen, quick interviews, portrait of the chef.
- Participatory content: challenges, surveys, UGC (customer-generated content).
The schedule should be simple and repeated: for example, 3 weekly posts + daily stories. Algorithms prefer regularity; for technical benchmarks, consult the visual size guide to help optimize display: size guide for visuals and videos.
Table of recommended formats
| Format | Duration/Dimensions | Objective |
|---|---|---|
| Reels / TikTok | 9-60s / vertical | Visibility and virality |
| Instagram carousel | 1080×1080 | Menu & storytelling |
| Stories | vertical / 15s | Daily interaction |
Practical example: for a flagship dish, film the preparation in 4 shots, add adapted trend music and subtitling for accessibility. Don't forget to add studied hashtags: the choice of hashtags has a direct impact on reach, and enables you to reach targeted audiences - for figures and trends, read the study on French behavior on networks : figures for 2025.
List of priority actions to be implemented :
- Define a visual charter and templates.
- Plan a weekly and monthly calendar.
- Produce at least 1 short video format per week.
- Encourage customer content (UGC) and respond to comments.
Final Insight: on Instagram and tiktok, visual consistency and frequency are worth more than isolated hits. The next section explores optimizing posts and engagement to convert audiences into visitors.
Turning engagement into bookings: calendar, hashtags and interactions
The common thread remains converting engagement into visits. To illustrate, La Terrasse tested a simple mechanism: publication of a recipe video in the morning, promotion of a limited offer story at lunchtime, then relay of customer reviews in the evening. This sequence increased bookings for the following service.
Timing is crucial: the algorithms favor morning (07:00-11:00) and evening (18:00-23:00) publications. This behavior is shared between the two platforms, but each establishment must measure its own audience peaks via integrated statistics.
Interaction and conversion checklist
- Reply to all comments within 24 hours.
- Use clear CTAs: reservation, menu link, front-page story.
- Launch surveys and challenges to encourage UGC.
A summary table of conversion levers :
| Lever | How to apply it | Expected result |
|---|---|---|
| Hashtags | Combine trending + local (e.g. #votrevillefood) | Best local discovery |
| UGC | Reposter customers, organize a challenge | Credibility and commitment |
| Top stories | Group menus, notices, events | Quick information for visitors |
The choice of hashtags is strategic: in addition to the classics, regular monitoring of high-performing hashtags enables you to adjust your description. Additional resources help to better understand the ecosystem and engagement in 2025: commitment 2025 and the new secrets to breakthrough.
Among proven tactics, showcasing teams in behind-the-scenes videos reinforces authenticity. HomerFoodGroup, cited as an example, shows how to film employees preparing food to build trust and inspire the desire to visit.
List of experiments to be launched over 30 days:
- Test 3 different hashtags per video and measure reach.
- Organize a customer mini-challenge and track UGC.
- Analyze connection times and adjust schedule.
Final Insight: measure, adjust, repeat is the most reliable method for transforming digital engagement into in-store customers.
Viral formats, recipes and concrete examples for success on TikTok and Instagram
This summer's culinary trends show that visual daring pays off. Rainbow wraps and watermelon pizza have become viral formats because they are colorful, easy to film and immediately identifiable. A restaurant can take advantage of these recipes by adapting them to its identity.
An action plan to exploit viral recipes:
- Choose a recipe that's visual and quick to produce.
- Careful framing (often a winning bird's-eye view).
- Add a text teaser in the first few seconds.
Summary table of viral recipes and uses
| Recipe | Viral asset | Restaurant idea |
|---|---|---|
| Rainbow wrap | Color and gradient editing | Limited edition seasonal menu |
| Watermelon pizza | Surprisingly fresh visuals | Summer service, shared dessert |
| Marbled iced coffee | Aesthetic marble effect | Signature drink with dedicated hashtag |
To illustrate the execution, here are two short recipes adapted to the service:
- Rainbow wrap: assemble the vegetables in colorful rows, film the wrapping in close-up, add punchy music and an explicit title - ideal for a 20-30s TikTok format.
- Watermelon pizza: layer fresh cheese and fruit, sprinkle with mint, cut into slices and film guests' reactions - perfect for Reels and stories.
Particular attention must be paid to visual quality: consulting color recommendations can help build a harmonious identity - read the article on essential color: essential color 2025.
Examples of inspiring initiatives:
- Pokawa, which involves its customers in challenges and micro-trottoirs.
- HomerFoodGroup shows employees in action to reinforce authenticity.
Final Insight: virality comes from a mix of aesthetics, simplicity of reproduction and customer interaction. These are the elements that will make the difference between an ignored publication and a genuine local success.
ValueYourNetwork has been helping brands and restaurants maximize their visibility on Instagram and TikTok since 2016. Working with ValueYourNetwork means benefiting from the experience of hundreds of successful campaigns, expertise in influence marketing and the ability to effectively connect influencers and brands. To discuss a tailor-made strategy and transform your social presence into concrete results, contact us.
FAQ
Why are Instagram and tiktok essential for a restaurant?
Instagram and tiktok enable you to reach a large, visual audience quickly. These platforms encourage local discovery and virality via short formats, which can increase bookings and brand awareness.
How can you use Instagram and tiktok to promote a seasonal menu?
Posting short videos showing the preparation and final rendering is effective. You need to combine relevant hashtags, Reels and stories to create buzz and redirect to booking.
What hashtags should a restaurant use on Instagram and tiktok?
Combining trending hashtags and local tags is recommended. This method improves visibility in news feeds and helps reach an audience close to the point of sale.
Are Instagram and tiktok right for small restaurants?
Yes, these platforms are well suited to smaller establishments that play the authenticity card. Human content and behind-the-scenes information can compete with larger structures.
When is the best time to post on Instagram and tiktok?
The morning (07h-11h) and evening (18h-23h) periods tend to perform well. It's essential to test and adjust according to your facility's own statistics.
How to measure the return on investment of Instagram and tiktok?
Tracking key indicators (engagement rate, clicks to booking, conversion to visits) provides a clear vision. Couple this data with a test period to optimize the strategy.
Should influencers be charged for posts on Instagram and tiktok?
It all depends on your objectives and brand awareness. Visit partnerships may be remunerated or based on the exchange of meals; the important thing is to ensure the transparency and relevance of the partnership.
What formats work best on Instagram and tiktok for food content?
Short videos, bird's-eye shots and quick edits are the most effective. They highlight textures and colors, encouraging sharing.
How do you encourage customers to create content for Instagram and tiktok?
Proposing a dedicated hashtag, organizing challenges or offering a small reward encourages UGC. Highlighting customer content creates a virtuous circle of engagement.
Are Instagram and tiktok compatible with a long-term strategy for a restaurant?
Yes, with a consistent editorial line and regular testing. These platforms enable us to build a lasting relationship with our customers and adapt our offer in real time.