The Restaurant & Hospitality Video Content Playbook

Nobody chooses a restaurant from a paragraph. They choose from a few seconds of a plate coming together, a room that looks like a good night, a face they half recognise. Hospitality is a visual product, and video is the only format that lets someone experience it before they walk in.

This is the system we run for restaurant and venue clients: what to film, how often to publish, where it goes, and how to tell whether it is working.

The five pillars

A restaurant posting whatever it thought of that morning runs out of ideas by week three. Five recurring pillars solve that, and one shoot day feeds all of them.

—**The food.** The plate, the pour, the pull-apart. People want to see what they are going to eat and to know it is good. This should be the largest share of what you publish.

—**The people.** The face behind the kitchen and the face at the front of house. Guests want to recognise someone. It is what makes a restaurant feel like a local place they could walk into rather than a business.

—**The room.** The space, the light, the patio at the right hour. Before anyone books they are trying to picture being there, and this is the only pillar that answers it.

—**The moments.** Events, parties, live music, a holiday menu — the ways the place comes to life beyond a normal dinner service. This is what sells private dining and gives regulars a reason to come back this week rather than eventually.

—**The social proof.** Guests in the room, reviews, comments, people posting their own stories and tagging you. Other people making the argument is worth more than you making it.

Rotate the five and the feed stays varied without ever feeling random, because every post is still doing a job.

How often to publish

Three to five posts a week on the feed. Restaurants and hospitality sit at the top of that range — this is a category where staying top of mind genuinely matters, because the decision people are making is "where are we eating on Friday" and they make it constantly.

Resist going further. Posting several times a day is a creator's strategy, not a restaurant's, and in our experience audiences tire of a business that is permanently in their feed talking about itself. Engagement drops even as the volume climbs.

Stories are the exception, and there you should be present most days. That is where a restaurant can be casual and immediate — the special, the delivery that just came in, the room filling up — without it having to be polished.