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In short: for a restaurant or hotel, social media works when there’s a strategy behind it, high-quality original content and consistent posting. What doesn’t work is posting for the sake of it: rushed photos, with no goal and no recognisable style.
Before booking a table or a room, almost everyone checks Instagram. They look at the photos, the reels and the comments, and form an impression in a matter of seconds. For a hospitality business, the Instagram profile is the new shopfront: if it doesn’t invite people in, they keep scrolling.
We manage social media for restaurants, cafés and hotels, and we almost always come across the same problems at the start. And the same things that work when they’re done well.
Why social media doesn’t work for so many businesses
Posting for the sake of it
It’s the most common mistake. People post because ‘it’s time to’, without knowing what each post is meant to achieve. The result is a profile full of content that leads nowhere: no more bookings, no more visits and no clearer picture of the business.
Poor-quality content
A dark photo of a dish, a video shot in a hurry in the middle of service or a poster knocked together in five minutes say a lot about a venue, even if the food is excellent. In hospitality, people buy with their eyes, and on social media even more so.
Zero strategy
Without a strategy, there’s no way of knowing what to say, who to say it to or whether it’s working. Every month starts from scratch and the social media depends on the inspiration of whoever happens to be running it that day.
What works for restaurants
- Quality product shots: photos and videos that make you crave the dish. It’s the foundation for everything else.
- The people: who cooks, who serves, who’s behind the project. People go back to places where they feel well looked after, and you can show that too.
- Reels that tell a story: how a dish is made, the atmosphere on a Friday night, the produce arriving. More story, less advert.
- A recognisable style: a post should be identifiable as yours before anyone reads the name. This is where brand identity really shows.
- Replying: comments and messages are part of the service. A profile that replies says the venue looks after its customers.
What works for hotels
A hotel doesn’t sell a room, it sells an experience. The social media that works best shows the place, the surroundings and the little moments guests will enjoy, not just beds and bathrooms. That’s what we aim for with hotels such as Hotel Negresco and Finca Banyols, whose social media we also manage.
And there’s a detail that often gets forgotten: social media inspires, but the booking happens on the website. If the two don’t tell the same story, or the website isn’t up to scratch, some of that interest gets lost along the way.
A real case: Malandra Pizza & Co
Malandra is an Argentinian pizzeria in the centre of Palma with a very distinctive character. We designed its logo and its entire brand image, from the menus to the pizza boxes, and we’ve also run its social media from day one.
We started from scratch, with no existing profile. With a clear strategy, original content that carries that same character over to the digital world and consistent posting, the account passed 4,000 followers within a year. It’s not just a number: it’s a community of people who know the place before they walk through the door.
It’s not about posting more. It’s about communicating better.
Àncar Studio
What if your business isn’t in hospitality?
The principles are the same for any business: know what you want to achieve, take care over the quality of what you post and keep up a steady rhythm. What changes is the channel and the type of content.
| Network | Who it’s for | What works |
|---|---|---|
| Restaurants, hotels, local shops and consumer brands. | Reels, product and venue photography, day-to-day stories. | |
| The same audience as Instagram, often a little older. | Adapted Instagram content, events and Meta Ads campaigns. | |
| Businesses that sell to other businesses. | Projects, the team, industry knowledge and client case studies. |
Instagram and Facebook are managed together through Meta’s tools, so it’s usual to run them side by side and make the most of the same content. LinkedIn calls for a different tone and a different kind of post, more measured and professional.
Do it yourself or hand it over?
If you have the time, a good eye and consistency, you can run your social media yourself. But if it’s always left until the end of the day, if you post in fits and starts or if you feel it doesn’t convey what your business is about, it’s probably worth handing it over to a team that takes care of the strategy, production and management.
The important thing is to understand that results don’t come in two weeks. The first few months are about setting the strategy, the style and the posting rhythm. From there, clear trends emerge and you can fine-tune with data.
Frequently asked questions
How often should you post?
More than a number, what matters is consistency and that every post is good quality. It’s better to post less and post well than to post a lot without any thought.
Do you need to make reels?
On Instagram, video is currently what gets the most reach, especially among people who don’t follow you yet. You don’t need to dance or follow trends: showing your product, your space and your team well is enough.
Do I need to invest in advertising?
It’s not essential, but it helps. Meta Ads campaigns let you reach more people in your area, promote something specific or drive bookings. They work best when your organic content is already in good shape.
When do you start to see results?
It depends on the starting point, but the first few months are about building. That’s why we work with an initial three-month commitment: it’s the time the strategy, planning and launch need.
At Àncar we create and manage social media for brands that want to grow, with our own strategy, photography and video. If you want your social media to work for your business, take a look at our social media management in Mallorca service or tell us about your project.
