Published 4 November 2026 · Marketing Agency Brisbane
Quick answer: For most Brisbane cafes and restaurants, social media works best when you focus on Instagram and Facebook first, add TikTok only if you can keep up with video, and post short, real clips of your food, people and space on a steady weekly rhythm. Keep your bio, hours and booking link consistent everywhere, reply to every comment and review, run small, local paid campaigns around specific occasions, and if you serve alcohol, follow Queensland's liquor promotion rules.
Key takeaways
- Focus on Instagram and Facebook first
- Post real food, people and place on a steady weekly rhythm
- Follow Queensland's rules when promoting alcohol
Why social media matters for Brisbane venues
People choosing where to eat often check a venue's Instagram or Facebook before they book, to see the food, the room and whether it's still open. Social media won't replace a strong Google Business Profile for "near me" searches, but it's where you show personality and give people a reason to pick you over the place next door.
Be easy to find
Keep your Google Business Profile, Instagram bio and Facebook page showing the same hours, address, menu link and booking link.
Show the real thing
Phone-shot video of your food, team and room usually beats polished stock graphics.
Post on a rhythm
A simple weekly plan you can stick to beats bursts of posting followed by silence.
Promote alcohol responsibly
Queensland has specific rules on advertising drink prices and free or discounted drinks outside your venue.
Which platforms should a cafe or restaurant use?
Two platforms done well beats four done badly. A sensible starting point for most venues:
- Instagram: your shop window. Reels, photos of dishes and a clear bio with your booking or menu link.
- Facebook: events, opening hours, community groups and older local audiences. It also runs your Meta ads.
- TikTok: worth it if your audience skews younger and you or a staff member enjoy making video. Skip it if it will be abandoned in a month.
- LinkedIn: only really useful for catering and corporate functions, for example if you cater for offices in the CBD.
What to post (a simple weekly plan)
You don't need a content team. You need a routine. A weekly plan many venues can manage looks like this:
- One "hero dish" or drink: a short close-up clip, ideally in natural light near a window.
- One behind-the-scenes post: the morning bake, the chef plating, the delivery from a local supplier.
- One people post: introduce a staff member or a regular (with their permission).
- One "what's on" post: new menu items, weekend hours, live music or an event.
- Stories most days: quick, unpolished updates like the specials board or a sold-out sign.
Batch it. Spend an hour during a quiet afternoon filming a week's worth of clips, then schedule them using Meta Business Suite, which is free.
Make it feel like Brisbane
Local detail is what makes a post feel like yours rather than any cafe anywhere. Show your street, the view, the morning light, the suppliers you use from South East Queensland, and tie posts to what's happening nearby. A Fortitude Valley bar might post around gigs and events, while a South Brisbane or West End cafe might post around the markets, South Bank and pre-theatre dining. Tag your suburb and location so locals and visitors searching the area can find you.
Paid social: small, local and specific
Boosting a random post rarely achieves much. Better results usually come from small campaigns in Meta Ads Manager with one clear goal, such as:
- Bookings for a new menu launch, Mother's Day or Christmas functions.
- Awareness among people who live or work within a few kilometres of your venue.
- Retargeting people who've visited your website or engaged with your Instagram.
Keep the targeting tight to the area you can realistically draw from, run the ad for a set period, and judge it on bookings, calls or enquiries, not just likes.
Reviews and comments
Reply to comments, messages and reviews quickly and politely, including the negative ones. It shows people reading later that you care. Never write, buy or arrange fake reviews, and don't offer rewards only for positive ones. The ACCC's guidance on online reviews explains what's against the law, including selectively removing genuine negative reviews and incentives that aren't disclosed.
Promoting alcohol in Queensland
This is the part many venues miss. Business Queensland explains that licensees must not advertise outside their premises the sale price of liquor for consumption on the premises, or the availability of free liquor or multiple quantities of liquor, and must not run promotions likely to encourage rapid or excessive drinking. Social media counts as advertising outside your venue, so posts like "$5 cocktails all night" or "2-for-1 drinks" can get you in trouble. Promote the experience, the food, the music and the atmosphere instead, and check the current guidance before any drinks-related post or ad.
Common mistakes we see
- Opening hours that differ between Google, Instagram and Facebook.
- No booking or menu link in the Instagram bio.
- Posting heavily for a fortnight, then nothing for months.
- Using stock photos instead of your own food and space.
- Ignoring direct messages, which is often where bookings and function enquiries arrive.
- Drink price promotions that break Queensland's liquor rules.
Want a hand?
If you'd rather focus on the kitchen and the floor, our social media marketing service can plan, shoot and schedule content and run your Meta ads, and our content marketing team can help with photography and video. Send an enquiry using the form. We'll organise an online meeting, or meet in person if you're based in South East Queensland. You can also call 0426 036 987.
Frequently asked questions
Is Instagram or Facebook better for a Brisbane restaurant?
Most venues benefit from both. Instagram is usually the main showcase for food and atmosphere, while Facebook helps with events, local community reach and running Meta ads for both platforms.
How often should a cafe post on social media?
Consistency matters more than volume. Three or four good posts a week, plus quick Stories on most days, is a realistic target for many small venues.
Can I advertise drink specials on Instagram in Queensland?
Be careful. Business Queensland says licensees must not advertise outside their premises the price of liquor for consumption on the premises, or free or multiple drinks. Social media counts, so check the current guidance before posting.
Should I pay influencers to promote my venue?
It can work with local creators whose followers match your customers. Any paid or gifted arrangement should be clearly disclosed in the post.
Do I need professional photos?
Good phone photos and video in natural light are fine for most posts. A professional shoot is worth it for your menu, website and hero images.