The Complete Social Media Strategy Guide for Pubs in 2024

Your competitor down the street just posted a blurry photo of fish and chips with the caption "Food available." It got 3 likes – two from staff and one from his mum. Meanwhile, The Crafty Fox across town turned a simple quiz night announcement into 200 shares and a fully booked Tuesday. The difference? A proper social media strategy.

Social media isn't just about posting photos anymore. It's your most powerful tool for filling tables, building community, and competing with chains that have marketing budgets bigger than your annual turnover. This guide shows you exactly how to use it effectively.

Why Social Media Matters More Than Ever for Pubs

The numbers tell the story:

• 78% of people check a pub's social media before first visiting

• 64% make dining decisions based on Instagram posts

• Pubs with active social media see 23% more foot traffic

But here's what the statistics don't capture: social media levels the playing field. While Wetherspoons spends millions on TV ads, you can reach the same local audience for free with the right strategy.

The Foundation: Understanding Your Social Media Audience

Before posting anything, understand who you're talking to:

Your Core Pub Audiences on Social Media:

The Locals (25-55)

• Check Facebook daily for community news

• Share posts about local businesses

• Value familiarity and tradition

• Respond to personal touches

The Foodies (25-40)

• Instagram-first decision makers

• Seek unique experiences to share

• Influenced by visual presentation

• Will travel for the 'gram

The Event Seekers (21-35)

• Use social media to plan nights out

• Share experiences in real-time

• Respond to FOMO marketing

• Bring groups when engaged

The Sunday Crowd (35-65)

• Plan family gatherings via Facebook

• Share recommendations in local groups

• Book based on photos of roasts

• Value family-friendly messaging

Platform-Specific Strategies That Work

Facebook: Your Community Hub

Facebook remains king for pub marketing, especially for reaching locals and families.

What Works on Facebook:

• Live videos during events (300% more engagement)

• Local community involvement posts

• Behind-the-scenes content

• Event creation and promotion

• Menu updates and specials

• Customer testimonials and reviews

Facebook Best Practices:

1. Post 4-5 times per week

2. Use Facebook Events for everything

3. Respond to comments within 2 hours

4. Share in local community groups

5. Go live during peak events

6. Use location tags religiously

Example That Works:

a typical traditional pub in Camden posts a "Meet the Team Monday" every week, featuring a staff member's story and their favourite menu item. Engagement increased 450% and Monday footfall up 35%.

Instagram: Your Visual Showcase

Instagram sells the experience before customers walk through the door.

What Works on Instagram:

• High-quality food photography

• Stories for daily specials

• Reels for events and atmosphere

• User-generated content reposts

• Behind-the-scenes content

• Cocktail-making videos

Instagram Best Practices:

1. Post to feed 3-4 times per week

2. Use Stories daily

3. Create 2-3 Reels weekly

4. Use 10-15 relevant hashtags

5. Tag location on everything

6. Respond to DMs as reservations

Content That Converts:

The Botanist in Manchester grew from 2K to 15K followers by posting 15-second Reels of cocktails being made. Table bookings increased 40% with customers asking for "the drinks from Instagram."

TikTok: The Growth Engine

Ignore TikTok at your peril – it's not just for teenagers anymore.

What Works on TikTok:

• Day-in-the-life content

• Kitchen reveals and chef skills

• Funny staff moments

• Trend participation with pub twists

• Quick venue tours

• Cocktail theatrics

TikTok Strategy:

1. Post 3-5 times per week

2. Jump on trends quickly

3. Keep videos under 30 seconds

4. Use trending sounds

5. Show personality over polish

6. Collaborate with local creators

Industry Example:

a typical riverside pub in Brighton went viral with a "rating customer chat-up lines" series. One video hit 2M views, resulting in queue around the block for three weeks.

Twitter/X: Real-Time Engagement

Perfect for announcements and banter with locals.

What Works on Twitter:

• Live sports commentary

• Quick updates and announcements

• Witty responses to customers

• Local news engagement

• Last-minute availability

• Weather-related content

Twitter Best Practices:

1. Tweet 2-3 times daily

2. Use relevant hashtags sparingly

3. Engage with local businesses

4. Share others' content

5. Post during events

6. Keep it conversational

Content Calendar: Your Monthly Roadmap

Week 1: Community Focus

• Monday: Staff spotlight

• Tuesday: Local supplier feature

• Wednesday: Customer story

• Thursday: History/heritage post

• Friday: Weekend event preview

• Saturday: Live event coverage

• Sunday: Sunday roast showcase

Week 2: Food & Drink Focus

• Monday: New menu item reveal

• Tuesday: Chef's special

• Wednesday: Cocktail of the week

• Thursday: Behind the kitchen scenes

• Friday: Weekend offers

• Saturday: Customer food photos

• Sunday: Traditional Sunday lunch

Week 3: Entertainment Focus

• Monday: Quiz night highlights

• Tuesday: Upcoming events

• Wednesday: Live music preview

• Thursday: Sports fixtures

• Friday: Weekend entertainment

• Saturday: Event live coverage

• Sunday: Family activities

Week 4: Engagement Focus

• Monday: Poll/question post

• Tuesday: Competition launch

• Wednesday: User-generated content

• Thursday: Local collaboration

• Friday: Weekend question

• Saturday: Share customer posts

• Sunday: Week in review

Content Creation Tips That Save Time

Batch Creation Strategy:

1. Dedicate 2 hours monthly for planning

2. Shoot multiple pieces in one session

3. Use scheduling tools (Later, Buffer, Hootsuite)

4. Create templates for regular posts

5. Build a photo library

6. Repurpose content across platforms

Quick Content Ideas:

• Before/after renovation photos

• Time-lapse of busy service

• Staff favourite menu items

• Customer testimonials

• Delivery/preparation process

• Local area appreciation posts

• Seasonal decoration updates

• Special dietary option highlights

Engagement Tactics That Build Community

The Response Rule:

• Reply to comments within 2 hours

• Address complaints publicly, resolve privately

• Thank every compliment

• Encourage user-generated content

• Share customer posts

• Create conversation, not broadcasts

Community Building Strategies:

Create Exclusive Groups:

The Queen's Head created a "Queen's VIP" Facebook group for regulars. Members get first dibs on event tickets and special offers. Result: 85% increase at The Anchor in midweek visits from group members.

User-Generated Content Campaigns:

The Anchor runs monthly photo contests with themes like "Best Pub Dog" or "Messiest Wings Eater." Winners get bar tabs, pub gets free content.

Local Influencer Partnerships:

Partner with micro-influencers (1K-10K followers) in your area. Offer them a unique experience in exchange for posts. More effective and affordable than paid ads.

Measuring Success: Metrics That Matter

Vanity Metrics vs Value Metrics:

Vanity Metrics (less important):

• Follower count

• Likes on posts

• Generic comments

Value Metrics (focus on these):

• Foot traffic from social

• Reservations via social

• Event attendance

• Share rate

• Saves on Instagram

• Click-through to website

• Direct messages

• Tags and mentions

Tracking Tools:

• Facebook/Instagram Insights

• Google Analytics for website traffic

• Reservation system source tracking

• Simple "How did you hear about us?" at point of sale

• QR codes for specific campaigns

Advanced Strategies for Growth

a typical neighborhood pub SEO Connection:

• Consistent NAP (Name, Address, Phone) across platforms

• Regular Google My Business posts

• Encourage check-ins and reviews

• Respond to all reviews

• Use location tags religiously

• Create location-specific content

Paid Social That Works:

When organic reach isn't enough, smart paid promotion can multiply results:

Facebook/Instagram Ads That Convert:

• Boost event posts to local radius

• Retarget website visitors

• Create lookalike audiences from customer emails

• Promote special offers to competitors' followers

• Use video ads for better engagement

Budget Guide:

• Start with £5-10 per day

• Test different audiences

• Focus on 3-mile radius

• Promote midweek offers

• Track cost per reservation

Common Mistakes to Avoid

The "Set and Forget" Syndrome:

Creating profiles then abandoning them is worse than having no social media. Inactive accounts suggest an inactive pub.

Over-Promotion:

Follow the 80/20 rule: 80% valuable/entertaining content, 20% promotional. Nobody follows accounts that only sell.

Ignoring Negative Feedback:

Address complaints quickly and professionally. Future customers judge you on how you handle problems, not whether you have them.

Buying Followers:

Fake followers kill engagement rates and damage credibility. 100 real local followers beat 10,000 bots.

Inconsistent Branding:

Use the same profile pictures, colours, and voice across platforms. Confusion kills trust.

Your 30-Day Quick Start Plan

Week 1: Foundation

• Audit current social presence

• Complete all profile sections

• Create content calendar

• Take initial photo library

• Set up scheduling tool

Week 2: Content Creation

• Post daily on main platform

• Create first video content

• Share behind-the-scenes content

• Feature staff members

• Highlight signature dishes

Week 3: Engagement Focus

• Respond to all comments

• Share customer content

• Run first poll/question

• Go live during busy service

• Collaborate with local business

Week 4: Analysis and Optimization

• Review metrics

• Identify top-performing content

• Survey customers about social preferences

• Refine strategy

• Plan next month's calendar

Making Social Media Sustainable

The biggest challenge isn't starting – it's maintaining momentum. Here's how to make it sustainable:

Delegate and Collaborate:

• Assign platform ownership to team members

• Create content during quiet periods

• Encourage staff to contribute ideas

• Reward social media successes

• Make it part of team meetings

Use Time-Saving Tools:

• Later or Buffer for scheduling

• Canva for quick graphics

• Unfold for story templates

• Reels templates for consistency

• Google Photos for organization

Real Results from Real Pubs

The Kings Arms, Yorkshire:

Implemented daily Instagram Stories showing chef's specials. Result: 45% increase at The Anchor in weekday lunch covers, Instagram following grew from 500 to 3,500 in six months.

The Ship & Anchor, Bristol:

Created TikTok series "Bartender Battles" featuring staff cocktail competitions. Result: 2M total views, 25% increase at The Anchor in cocktail sales, regularly full on previously quiet Wednesdays.

a typical market town pub, London:

Used Facebook Events for all activities, from quiz nights to wine tastings. Result: Average event attendance up 60%, advance bookings increased 80%.

Your Social Media Success Starts Now

Social media isn't just another task on your to-do list – it's your direct line to customers, your competitive advantage, and your community building tool. While chains rely on corporate marketing, you can create authentic connections that turn followers into regulars and regulars into advocates.

Start small, be consistent, and remember: perfect is the enemy of good. That slightly shaky video of your chef explaining tonight's special will outperform a polished stock photo every time.

Your community is already on social media, talking about where to go tonight. Make sure they're talking about you.

Related Resources

• [Local Pub Marketing: The Complete Guide](/blog/local-pub-marketing)

• [Why Is My Pub Empty? A Diagnostic Guide](/blog/why-is-my-pub-empty)

• [Fill Empty Tables: Strategic Capacity Management](/blog/fill-empty-pub-tables)

• [Compete with Wetherspoons: David vs Goliath Strategies](/blog/compete-with-wetherspoons)

Ready to transform your pub's social media presence? Join thousands of publicans in our free Facebook group "Pub Marketing Masters" for daily tips, feedback, and support from fellow pub owners making social media work.

Frequently Asked Questions

How often should pubs post on social media?

Post daily on Facebook and Instagram. Share opening times, daily specials, events, and customer photos. The Anchor achieves 60,000-70,000 monthly views with consistent daily posting.

Which social media platform is best for pubs?

Facebook remains most effective for pubs, especially for the 35+ demographic. Instagram works well for food photos and younger customers. Focus on one platform properly rather than spreading efforts thin.

How quickly will I see results?

Most strategies show initial results within 2-4 weeks. Quiz nights attract regulars immediately, social media engagement grows within days, and operational improvements like GP optimization show impact in the first month. Full transformation typically takes 3-6 months of consistent implementation.

How much will this cost to implement?

Implementation costs vary by strategy. Many improvements like social media optimization and operational changes cost nothing beyond time. Events may require £50-200 initial investment. Professional support is available at £62.50 per hour plus VAT.

Can this work for my type of pub?

Yes, these strategies are proven across wet-led, food-led, and hybrid pubs. The key is adapting the approach to your specific circumstances, customer base, and local market. All strategies come from real-world success at The Anchor.