Tips for Social Media Marketing for Restaurants in Melbourne

In today’s digital age, social media has become an indispensable tool for marketing businesses, and restaurants in Melbourne are no exception. With the vibrant culinary scene in Melbourne, standing out amidst the competition requires strategic social media marketing. Given the latest survey available, in Australia there are about 21.2 million active social media users (Log in at least once in a month) in 2022.

This is about 82.7 % of the addressable demographics. Also, Throughout 2021 to 2022, the number of users has grown 4.6%. In this article, we’ll explore some valuable tips to help restaurants in Melbourne leverage social media effectively to attract customers, enhance engagement, and boost their brand presence.

Most Used Social Media Platforms in Australia

According to Meltwater Social Media Research,

60% of Australians use Facebook

50% of Australians uses Facebook daily

40% of Australians use Tick Tok

30% of Australians use Instagram

As we can see, Facebook, Instagram, and TikTok stand out as the most prominent social media platforms, especially in the context of restaurant marketing in Melbourne. Each platform offers distinct advantages and functionalities that restaurants can capitalise on to elevate their digital presence and connect with their target audience effectively.

Let’s explore how restaurants can harness the power of these platforms to maximise their marketing efforts and achieve their business goals in Melbourne’s dynamic culinary landscape.

Most Used Social Media Platforms in Australia

Maximising Social Media Marketing for Restaurants in Melbourne: A Guide for Facebook, Instagram, and TikTok

Facebook: Engaging Customers and Promotions

Utilise Facebook Business Page: Create and maintain a Facebook Business Page for your restaurant. Ensure that all necessary information such as address, contact details, opening hours, and menu are up-to-date.

Engage with Followers: Regularly post engaging content such as photos of dishes, special events, behind-the-scenes glimpses, and customer testimonials. Respond promptly to comments, messages, and reviews to foster positive interactions.

Run Targeted Ads: Take advantage of Facebook’s robust advertising platform to run targeted ads promoting special offers, events, and new menu items. Use targeting options to reach users based on location, interests, and demographics.

Leverage Facebook Groups: Join and actively participate in local food-related Facebook Groups to connect with potential customers and share relevant content about your restaurant.

Utilise Facebook Events: Create and promote events such as tasting nights, live music performances, or seasonal menus using Facebook Events. Encourage followers to RSVP and share the event with their networks.

Instagram: Visual Storytelling and Engagement

Create Visually Appealing Content: Instagram is a visually-driven platform, so focus on sharing high-quality photos and videos of your restaurant, dishes, and ambiance. Invest in professional photography or utilise smartphone cameras effectively.

Utilise Instagram Stories and Reels: Take advantage of Instagram’s ephemeral content features like Stories and Reels to showcase daily specials, behind-the-scenes moments, cooking tutorials, and entertaining content that resonates with your audience.

Engage with Hashtags: Research and use relevant hashtags related to Melbourne’s dining scene, cuisine types, and local events to increase the discoverability of your posts. Create branded hashtags specific to your restaurant to encourage user-generated content.

Collaborate with Influencers: Partner with local food influencers and bloggers to amplify your restaurant’s reach and credibility. Invite them for tastings or offer special discounts in exchange for social media coverage.

Run Instagram Ads: Consider running targeted ads on Instagram to promote your restaurant to a broader audience. Utilise Instagram’s ad targeting options to reach users based on interests, location, and demographics.

TikTok:Creative Content and Trending Moments

Create Entertaining Content: TikTok thrives on short-form, entertaining content. Get creative with videos showcasing your restaurant’s unique dishes, quirky staff, and fun atmosphere. Participate in trending challenges and memes to increase visibility.

Showcase Behind-the-Scenes Moments: Give followers a peek behind the curtain by sharing behind-the-scenes moments from the kitchen, interactions with customers, and staff highlights. Authenticity and personality resonate well on TikTok.

Engage with Trends: Stay updated on trending topics and challenges within the TikTok community. Incorporate popular music, effects, and hashtags into your content to increase engagement and reach a wider audience.

Encourage User-Generated Content: Encourage customers to create and share their TikTok videos featuring your restaurant. Offer incentives such as discounts or freebies for users who tag your restaurant in their posts.

Interact with Your Audience: Respond to comments, messages, and mentions on TikTok to foster a sense of community and build rapport with your audience. Encourage dialogue and participation to keep followers engaged.

By implementing these strategies tailored to each platform, restaurants in Melbourne can effectively leverage Facebook, Instagram, and TikTok to enhance their online presence, attract customers, and thrive in the competitive culinary landscape.

Social media stats

Mastering Social Media Platforms: Actionable Strategies for Restaurant Success

As restaurants navigate the dynamic landscape of social media marketing, understanding how to effectively utilise platforms like Facebook, Instagram, and TikTok is paramount. These platforms offer unique opportunities to engage with customers, showcase culinary offerings, and drive business growth. In this section, we’ll outline practical steps for restaurants in Melbourne to maximise their marketing efforts on each of these platforms.

From crafting captivating content to fostering community engagement and leveraging innovative features, let’s explore how restaurants can translate social media presence into tangible success.

Content Quality:

  • Invest in professional photography equipment or hire a photographer to capture high-quality images of your dishes, restaurant interior, and staff.
  • Ensure that the photos showcase the presentation, colours, and textures of the food in an appetising manner.
  • Experiment with different angles, lighting techniques, and compositions to create visually stunning images that stand out on social media feeds.

Engagement with Followers:

  • Dedicate time each day to respond to comments, messages, and reviews on your social media platforms.
  • Use personalised responses to show appreciation for feedback and address any concerns promptly and professionally.
  • Encourage dialogue by asking questions, seeking opinions, and inviting followers to share their experiences and favourite dishes.


  • Create a content calendar outlining the types of posts you’ll share and when you’ll share them. Aim for a consistent posting frequency that keeps your audience engaged without overwhelming them.
  • Experiment with different types of content such as food photos, behind-the-scenes shots, customer testimonials, and promotions to keep your feed diverse and interesting.


  • Share authentic stories and anecdotes about your restaurant’s history, chef’s inspiration, sourcing philosophy, and community involvement.
  • Showcase the personalities of your staff members and highlight their contributions to the dining experience.
  • Avoid overly polished or staged content that may come across as inauthentic or insincere to your audience.

Strategic Use of Features:

  • Utilise Instagram Stories to provide real-time updates, share limited-time promotions, and take followers behind the scenes of your restaurant.
  • Create Facebook Events for special occasions such as menu launches, wine tastings, or holiday celebrations, and encourage followers to RSVP and invite their friends.
  • Experiment with TikTok challenges, trends, and music to create engaging and shareable content that resonates with the platform’s audience.

Interactive Elements:

  • Host Instagram polls or quizzes to solicit feedback on potential menu items or gather insights into customer preferences.
  • Launch user-generated content campaigns encouraging customers to share photos of their dining experiences using a branded hashtag.
  • Respond to user-generated content by reposting, commenting, or sharing stories to show appreciation for your customers’ support and engagement.

Community Engagement:

  • Join local foodie groups on Facebook and participate in discussions, share relevant content, and collaborate with other businesses to cross-promote each other.
  • Identify and reach out to local food influencers or bloggers who align with your restaurant’s values and invite them for a complimentary meal in exchange for social media coverage.
  • Support community events, fundraisers, and initiatives to demonstrate your restaurant’s commitment to giving back to the local community.

Timely Promotions:

  • Use social media to announce and promote limited-time offers, seasonal menus, and themed events such as brunch specials, happy hours, or holiday promotions.
  • Create eye-catching graphics or videos to accompany your promotions and leverage Facebook and Instagram advertising tools to target specific demographics or geographic locations.
  • Encourage followers to share your promotions with their friends and family by offering incentives such as discounts or freebies for referrals or social media shares.

By implementing these actions, restaurants can effectively leverage the beauty of their photos as part of a comprehensive social media marketing strategy that drives engagement, fosters loyalty, and ultimately, boosts sales and revenue.

image of burger in mobile phone

8 Tips for High-Quality Food Photography with Mobile Devices for Restaurants

No budget and no high-end camera? No worries! Even with limited resources, your restaurant can still capture enticing photos for Facebook using these simple tips.

  1. Natural Lighting: Whenever possible, utilise natural light by positioning the dish near a window or outdoors. Natural light provides even illumination and enhances the colours and textures of the food, resulting in more appealing photos.
  1. Stabilisation: To avoid blurry photos, stabilise your phone by using a tripod or resting it on a steady surface. Alternatively, hold your phone with both hands and steady your elbows against your body to minimise camera shake.
  1. Composition: Pay attention to composition when framing your shots. Experiment with different angles, perspectives, and arrangements to highlight the most visually appealing aspects of the dish. Consider the rule of thirds and avoid cluttered backgrounds.
  1. Focus and Exposure: Tap on the focal point of the dish on your phone screen to ensure it’s in focus. Adjust the exposure if necessary by tapping and dragging the exposure slider until the image is properly exposed. Many camera apps also offer manual focus and exposure controls for more precise adjustments.
  1. Clean Background: Choose a clean and neutral background to make the dish the focal point of the photo. Avoid distracting elements and clutter that can detract from the presentation of the food.
  1. Depth of Field: Experiment with the depth of field by adjusting the aperture or using portrait mode (available on many smartphones) to create a shallow depth of field and blur the background, drawing attention to the main subject.
  1. Editing: Use photo editing apps to enhance the overall quality of your photos. Adjust parameters such as brightness, contrast, saturation, and sharpness to fine-tune the image and make it more visually appealing. Be mindful not to over-edit, as this can result in unnatural-looking photos.
  1. Consistency: Maintain a consistent editing style and aesthetic across your photos to create a cohesive and professional-looking feed on your social media platforms. Consistency helps reinforce your brand identity and makes your restaurant more recognizable to followers.

Free Apps to Take a Great Food Photos for Restaurant Dishes

  1. Snapseed: Developed by Google, Snapseed offers a wide range of editing tools and filters to enhance your photos. It includes features such as selective editing, brushes, and advanced adjustments for brightness, contrast, and saturation.
  1. Adobe Lightroom: Adobe Lightroom is a powerful photo editing app that offers professional-level editing tools and presets. It allows you to adjust colours, exposure, and detail settings, as well as apply creative effects and filters.
  1. VSCO: VSCO is known for its stylish presets and film-inspired filters that give photos a unique and artistic look. It also offers basic editing tools for adjusting exposure, contrast, and colour balance.
  1. Foodie: Designed specifically for food photography, Foodie offers a variety of filters and editing tools tailored to enhance food photos. It includes features such as smart guides for composition, vignette effects, and customizable presets.
  1. Afterlight: Afterlight is a user-friendly photo editing app with a wide range of tools for adjusting brightness, contrast, saturation, and other parameters. It also offers creative filters, textures, and overlays to add artistic flair to your photos.

These apps provide convenient and accessible options for editing photos directly on your mobile device, allowing you to enhance the quality of your restaurant’s photos for sharing on Facebook and other social media platforms.

By following these tips and techniques, even restaurants with only a mobile device can capture high-quality photos of their dishes that showcase their culinary offerings in the best possible light on social media.

Image of coffee in mobile device

The Power of Social Media for Restaurant Success

Utilising social media is essential for the success of restaurants today. Platforms like Facebook, Instagram, and TikTok provide unique opportunities to engage with customers, showcase culinary offerings, and drive sales.

By maintaining an active presence, restaurants can connect with their audience, promote special offers, and foster loyalty. Social media’s visual nature also allows restaurants to showcase their creativity and attract new customers. In a competitive market, effective social media utilisation can be the key to standing out and thriving.

Do you need help for social media marketing? Contact Us

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