Social Media Statistics for Restaurants You Need to Know Right Now

Trends 12 minute read 15 June 2020

Of all industries, social media marketing appears to be uniquely tailored towards the restaurant business.

Let’s think about why that’s the case:

Put simply, if you’re running a restaurant but don’t put adequate time into your social media presence, you’re missing out on arguably the most important marketing channel you have.

Before you get started with your own social media strategy, check out our handy guide to social media KPIs:

Beambox guide: The Most Important Social Media KPIs in Hospitality

Let’s look at some restaurant social media statistics that should provide the impetus needed to get started.

Is the social media landscape changing?

If we take a look at Statcounter’s global stats for social media activity worldwide, it appears to paint a rather clear picture.

As of May 2020, the top 5 list is as follows:

  1. Facebook (60%)
  2. Twitter (15%)
  3. Pinterest (10%
  4. Instagram (9%)
  5. YouTube (4.2%)

However, if we look at the number of active users, the list changes somewhat:

Facebook active users (millions)

  1. Facebook (2,498)
  2. YouTube (2,000)
  3. WhatsApp (2,000)
  4. Facebook Messenger (1,300)
  5. WeChat (1,300)

Whether or not you agree with WhatsApp and Facebook Messenger being defined as social networks, it’s clear that the battle for engagement on these platforms is intensifying. This is demonstrated by the inclusion of TikTok, Reddit and Snapchat in the same list of total active users.

It’s close at the top, and reports have long suggested that Facebook is losing its share of users to the likes of YourTube, Twitter and Pinterest.

For instance, in 2019, it was reported that Facebook’s market share dropped to 66%, while Pinterest revealed itself as the second most used social media app in the USA and Europe.

That begs one very important question...

Which social media platforms should my restaurant be on?

best social media platform for restaurants

Deciding which social media sites to focus your efforts on as a restaurateur isn’t easy, but it’s hard to argue against the importance of being on the ‘big 4’.

Let’s take a look at statistics for those big players. We’ve picked out what we believe to be the most important stats for restaurant social media marketing.

Facebook

(source)

Twitter

(source)

Instagram

(source)

YouTube

(source)

10 restaurant social media stats to whet your appetite

social media stats for restaurants

We’ve scoured the web and found the stats which prove restaurant marketing through social media is worth it.

  1. 57% of social media mentions about restaurants were about quick service venues. (Source)
  2. 71% of customers are more likely to recommend a restaurant if they’re responded to quickly on social media. (Source)
  3. 99% of Gen Z and millennials are more likely to use social media to choose restaurants than baby boomers. (Source)
  4. Restaurant guests are more likely to leave high ratings on Facebook than anywhere else. (Source)
  5. Food and drink brands are mentioned the most on Twitter. (Source)
  6. Fast food brands perform better on Instagram than other social channels. (Source)
  7. Include images on Tweets and you'll get 150% more retweets. (Source)
  8. Nearly half of diners say they’ve tried a restaurant for the first time because of a social media post. (Source)
  9. Client spend increased by 40% or more for restaurant brands who engaged with followers on social media. (Source)
  10. The best time to post on Instagram if you’re a restaurant is when people are eating and looking at their phone (9am, between noon and 1pm, and 8pm). (Source)

Most popular hashtags

popular hashtags for restaurants

Hashtags play a hugely important role in social media marketing and can place your content in front of the right audiences at the right time.

Here are the most popular restaurant hashtags as of May, 2020 (and don't be surprised by how simple they are):

Source

Where you should focus your social media efforts

When it comes to social media marketing, research suggests that the following types of content are the most engaging:

So, pretty evenly spread, but just as clear that restaurants need to be creative with their social media content and not fall into the trap of only producing one form.

Related reads

We’re obsessed with the importance of social media in hospitality. And that explains why we write about it so much!

Check out these Beambox guides and blog posts to increase your restaurant’s performance and influence on social media.

2020 Restaurant Marketing Ideas and Trends

2020 Guide: How To Handle Bad TripAdvisor Reviews

How to Create Great In-House Video Marketing for Your Restaurant

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