At the National Restaurant Association Show, Chicago restaurant content creator and social media strategist Hifsah Ahmed shared tips to transform digital engagement in a session titled “How to Turn Followers Into Guests in the New Era of Social Media Marketing.”

The way that diners discover restaurants has fundamentally changed, and operators need to get with the picture. Ahmed, who runs @SippinginChicago on Instagram and TikTok, focuses on using real-world traffic for restaurants, not just likes.

Here’s what she said restaurant operators should know about translating engagement online into real-world results:

Previously, diners might Google something like “the best steakhouse in Chicago” once they’re already in the city, but with social media, the chase starts before people even get there, because short-form video has become the primary engine of restaurant discovery. Consumers now decide where to eat based on what they see while scrolling through TikTok, Instagram Reels, or YouTube Shorts.

Brands’ social media profiles are now their digital storefronts – they communicate vibe, price point, crowd, and value proposition before a guest ever walks through the door. If a profile is outdated, inconsistent, or unclear, the restaurant is losing customers to competitors who show up more effectively in the feed.

Additionally, not all social media platforms are created equal. A silly video that generates views on TikTok may not perform similarly on a more serious, community-based platform like Facebook. Different platforms have different trends, and a video that capitalizes on a TikTok trends may flop somewhere like Instagram. Being able to differentiate what video fits where is important to showcase the best of a brand through each platform’s specific lens.

Creator-led content comes across as authentic recommendations, while brand-generated content establishes an identity and messaging. There are different types of creators that can achieve different things in a brand/influencer partnership, and brands should match creator type to their goals.

Nano creators (1,000-10,000 followers) build hyper-local trust and drive neighborhood traffic; micro creators (10,000-100,000 followers) can balance how far content reaches while remaining authentic; macro creators (100,000+ followers) deliver large-scale and major awareness, especially for menu launches or new locations.

When working with creators, hire for what fits, not just follower count. Choose creators whose audience and tone align with your goals, whether that be local diners or travelers. Trust the creator’s direction, as they know their audience best. It helps to give them key points and non-negotiables, but avoid scripting word-for-word as it comes across as inauthentic.

If you’re looking for practical actions to take now, start with an audit of your profile. Make sure that your address, hours, highlights, and contact info are visible and up-to-date. Consistency is key: Prioritize short-form video and aim for a consistent posting schedule you can sustain, such as three to five posts per week or two to three reels per week. Add clear calls to action by linking to reservations or your menu in your profile, tagging your location, and mentioning special events in captions.

Don’t plan content strategy around going viral, as it’s never predictable and rarely sustainable. Instead, track engagement as indicators or content reach and future discovery.

Your social presence should clearly communicate who you are, what to expect, and why someone should choose you, repeatedly and authentically.

Source: Ally MacConchie, Nations Restaurant News