Social media guide
Reels and TikTok for restaurants: what really makes the difference
In short
A short vertical video, that hooks from the first second, with on-screen text, geolocated to your town and published at a regular pace.
The format
Reels and TikTok videos are watched on a phone held vertically. So film vertically, in 9:16, from the shoot. A horizontal video cropped afterwards loses quality and often cuts out the essential part of the dish. Keep your videos short. The viewer scrolls fast, and a video that drags gets skipped. Go to the essentials: a gesture, a dish, a reaction. Also think about the areas of the screen covered by the interface, at the top and bottom, where the account name, caption and buttons appear. Place the dish and the text in the centre. Take care of the light: natural light from a window often renders better than room lighting. Finally, stabilise the image. A shaky shot gives an amateurish impression that harms your brand, especially for a restaurant selling desire and quality.
Hooking the first seconds
Everything is decided at the start. If the first seconds do not stop the thumb, the rest will never be seen. So start with the strongest moment, not with an introduction. The stretching cheese, the knife slicing a burger, the sauce poured over a dish, the final plate revealed: show right away what makes people hungry. Avoid animated logos, shopfront shots or introductions at the opening. They have their place later, or not at all. A written question on screen can also work as a hook, provided you answer it in the video. Movement helps: a shot that starts already in action holds attention better than a static one. Test several hooks on the same subject and watch which ones keep the most viewers. Reworking the beginning, more than the rest, is often what improves your videos' results.
On-screen text and sound
A large share of videos is watched without sound, on transport or at work. On-screen text lets people understand your message even in silence. Add a short sentence at the start of the video saying what it is about, then a few words at key moments: the name of the dish, the price, the day it is available. Choose a readable font, large enough, with good contrast. Do not overload the image. On the sound side, two approaches work. Trending sounds help the platform associate your video with a popular current. The real sounds of the kitchen, the sizzle, the crunch, the service getting going, create a feeling of authenticity. Check that you have the right to use a piece of music in a commercial setting. On a business account, some music is not available. The royalty-free sound libraries offered by the platforms are a safe option.
Geolocation and collaborations
A restaurant lives off its area. A video seen by thousands of people at the other end of the country brings you few customers. Systematically add your location to every post, and mention your town or neighbourhood in the caption. This helps platforms show your videos to people near you. Collaborations are another lever. On Instagram, a collaborative post appears on two accounts at once. You can use it with the manager's or the chef's personal account, often well followed. You can also collaborate with a local partner: a producer, a neighbouring shop, a sports club, a neighbourhood event. Each introduces the other to their community. Choose partners consistent with your image and your customers. A successful collaboration looks like a natural recommendation, not a forced advert.
Turning views into followers
A video can get many views without bringing you a single follower. Reach alone is not enough. For a viewer to subscribe, they need a reason to come back. That is where series are useful. A regular, recognisable appointment makes people want to see the next one. Say it clearly: on-screen text or a sentence at the end of the video inviting people to subscribe so they do not miss the next episode. Take care of your profile too, because that is where the viewer decides. A clear photo, a description that says what you are and where you are, a link to book or order, a consistent grid. Finally, be honest with yourself. Followers are not an end in themselves. What matters for a restaurant is customers walking through the door. A modest but local and engaged account is often worth more than a large, distant audience.
Frequently asked questions
What is the ideal length for a restaurant reel?
There is no magic length. Stay short and go to the essentials. A video should last the time it takes to show one idea, no more. If it drags, cut.
Should you publish the same video on Instagram and TikTok?
Yes, it is common practice and saves time. Remove one platform's watermarks before publishing on the other, and adapt the caption and sounds if needed.
Should you follow trends?
When they fit your restaurant, yes: they can increase reach. Do not force a trend that does not suit you. Your image and your brand consistency come first.
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