Instagram is where your customers are discovering restaurants. A restaurant with 5,000 engaged followers generates more bookings than one with 50,000 inactive followers. The difference? Strategic, consistent content. In this guide, you’ll discover 50 proven Instagram content ideas specifically designed for restaurants—from behind-the-scenes footage to customer testimonials—that drive engagement and fill your reservation calendar.
Visual Content That Stops the Scroll
The first three seconds determine whether a customer keeps scrolling or stops. For restaurants, this means jaw-dropping food photography and videography. Flat-lay shots of your signature dishes work well: photograph dishes from directly above with props like utensils, napkins, or wine glasses. Use natural lighting and avoid harsh shadows. Close-up shots of textures (melting cheese, crusty bread, flowing chocolate sauce) trigger cravings. Post at least one high-quality food photo daily.
Food videos perform exceptionally well. Film yourself plating a dish, showcase the sizzle of meat hitting a hot pan, or show cheese stretching on pizza. These 3-5 second clips should be short enough to watch on mute (since most Instagram users watch with sound off) but compelling enough to stop scrollers. Use captions to explain what you’re showing. Post these as Reels, which Instagram prioritizes in the algorithm more than traditional posts.
Behind-the-Scenes Content That Humanizes Your Brand
People connect with people, not logos. Behind-the-scenes content shows the humans behind your restaurant and builds loyalty. Film your kitchen during service—the organized chaos of your team working together. Introduce staff members: “Meet [Name], our head chef. Today he’s preparing [dish].” Show prep work: washing vegetables, making pasta dough, prepping sauces. These human moments make your restaurant feel authentic.
Post stories of team meetings, jokes between staff members, or team meals. Stories feel more intimate than polished feed posts—use them as your “raw footage.” Post stories daily if possible. Show real moments: a staff member tasting a new sauce, a quiet moment before service, celebrating a milestone. The goal is to make followers feel like part of your restaurant family, not just customers.
Reels That Align with Trending Audio
Instagram Reels receive 67% more reach than traditional posts. The algorithm loves Reels, especially those using trending audio. Find audio trending in your niche (audio library is on the Reels tab), and create content that fits the vibe. For restaurants, this might be: trendy background music with a quick video of plating, service, or table setup.
Short-form videos perform best: 15-30 seconds maximum. Hook viewers in the first second with a question (“Can you guess what sauce this is?”) or a visual that demands attention (a flame igniting, food sizzling, a beautiful presentation). Use text overlays to guide the viewer and add context. Captions are essential since most viewers watch without sound.
User-Generated Content and Customer Testimonials
Your customers’ photos are your best marketing tool. Create a branded hashtag specific to your restaurant and encourage customers to tag it. Repost customer photos to your feed with credit. This serves multiple purposes: it’s free content, it builds community, and it’s authentic social proof.
Host monthly or quarterly giveaways: “Tag a friend and use #[YourHashtag] for a chance to win [prize].” This encourages user-generated content and engagement. When customers see their photos on your feed, they feel valued and often share your posts with their friends, expanding your reach. Additionally, create a “Testimonial Reel” quarterly: compile short video clips of customers talking about their favorite dishes or experiences at your restaurant. 30 seconds per customer is perfect.
Instagram Stories for Daily Connection
Stories disappear after 24 hours, which means followers expect more casual, unpolished content. This is your space to be authentic. Post 3-5 stories daily: morning coffee and prep work, lunch service highlights, happy hour specials, customer shout-outs, polls asking followers what menu item they’d order, or “This or That” stickers comparing dishes.
Use story features strategically: Polls increase engagement. Questions prompt direct messages, giving you permission to respond with booking links or menu info. Countdowns build anticipation for menu launches or special events. Stickers like “Shop” (if linked to ordering platforms), “Location,” and “Music” add interactivity. Stories are where you can be playful and build a more personal connection with followers.
FAQs
Q1: What’s the best time to post on Instagram for restaurants? Peak restaurant browsing times are typically 12-1 PM (lunch planning) and 6-8 PM (dinner planning). Post Reels during these windows for maximum reach. However, Instagram’s algorithm prioritizes consistency over timing—post regularly, even if timing isn’t perfect.
Q2: How often should I post? Aim for one feed post every 2-3 days and 3-5 stories daily. Consistency matters more than frequency. It’s better to post three quality photos per week than seven mediocre ones.
Q3: How do I convert Instagram followers into restaurant reservations? Use the Link in Bio strategy. Place your reservation link in your Instagram bio. In captions, include CTAs like “Link in bio to reserve your table” or “DM us for bookings.” Create a dedicated landing page linking to OpenTable, Resy, or your booking system.
Q4: Which hashtags should restaurants use? Use a mix: branded (#YourRestaurantName), location-based (#MontrealEats, #PlateauRestaurants), cuisine-specific (#ItalianFood, #Poutine), and trending (#FoodBlogger, #InstaFood). Use 15-25 hashtags per post, placing them in the first comment instead of the caption to keep your caption clean.
Q5: How long does it take to grow an Instagram following? Expect to gain 50-100 followers per month with consistent, quality content. After 3-6 months of regular posting, you’ll see accelerated growth. It’s a slow burn initially but compounds over time.
Q6: Should restaurants respond to every Instagram comment? Yes. Respond within 24 hours to every comment and DM. Instagram’s algorithm prioritizes accounts with high engagement. More importantly, responding builds community and shows customers you care.
CTA Section
Instagram content for restaurants doesn’t require expensive equipment or professional videographers. You need consistency, authenticity, and a willingness to show the real story behind your food. Start this week: pick three content ideas from this list and commit to posting them. Track which content types get the most saves and shares—those are signals of what your audience wants to see more of.
If you’re ready to scale your Instagram presence and turn followers into customers, PopNest Media creates Instagram strategies specifically for restaurants. We manage your content calendar, create Reels, and optimize your profile for bookings. Explore our Social Media Management Services or book a strategy call.
