How can pubs use social media to attract new customers? 

Most pubs already have a presence on social media. There’s a Facebook page, an Instagram account, maybe even a TikTok profile. But here’s the reality – simply being on social media isn’t the same as using it well. 

Too often, pub operators post sporadically, rely on low-quality images, or treat social media as a last-minute task rather than a strategic channel. The result? Flat engagement, limited reach, and missed opportunities to bring new customers through the door. 

The good news is that social media remains one of the most cost-effective ways for pubs to attract new audiences. When used properly, it can showcase your offer, build community, and drive real footfall – without requiring a huge budget. 

We’re here to break down how pubs can use social media to attract new customers – what actually works, what to avoid, and how to approach social media in a way that’s sustainable and effective for pub teams. 

Article summary 

• What social media platforms should pubs focus on? 
• What kind of content works? 
• Social media for pubs: What not to do 
• The role of influencers and content creators in pub marketing 
• How to stay consistent without burning out your team 

What social media platforms should pubs focus on? 

For most pubs, success on social media doesn’t come from being everywhere – it comes from focusing on the platforms that actually drive results. 

Facebook and Instagram (Meta) 

Meta platforms are still the backbone of pub social media. They offer strong local reach, event promotion tools, and the ability to engage with a broad demographic. 

• Facebook works well for events, updates, menus, and community engagement 
• Instagram is ideal for visual storytelling – food, drinks, atmosphere, and short-form video 

These platforms are also relatively easy to manage together, making them a practical choice for busy operators. 

TikTok 

TikTok has become a powerful discovery platform, especially for hospitality. As discovered in our 2026 Pints & Profits report, TikTok delivers around 10x more engagement than other platforms. 

That doesn’t mean every pub needs to go all-in – but it does mean it’s worth testing. 

TikTok works best for: 

• Short, engaging videos 
• Behind-the-scenes moments 
• Personality-driven content 
• Trends adapted to your pub’s style 

The key is realism. You don’t need high production value – you need content that feels natural and human. 

Keep it manageable 

If you’re a small team, it’s better to focus on Instagram and Facebook first, then layer in TikTok when you have the capacity. Consistency matters far more than platform coverage. 

What kind of content works? 

One of the biggest misconceptions in pub marketing is that content needs to be polished to perform. In reality, authentic, slightly imperfect content often delivers better results than overly staged visuals. 

Here are the content types that consistently work for pubs: 

Food and drink photography 

High-quality images of your food and drinks are still essential. They’re often the first impression potential customers will have of your offer. 

Focus on: 

• Natural lighting 
• Real portions 
• Honest presentation 
• Showing people enjoying the food or holding a drink 

Avoid over-editing – people want to see what they’ll actually get. 

Behind-the-scenes and everyday moments 

Content that shows the people behind the pub builds trust and connection. 

Examples include: 

• Kitchen prep 
• Staff introductions 
• Setting up for service 
• Day-to-day moments 

This kind of content humanises your brand and makes customers feel more connected before they even visit. Take a look at our guide to getting staff involved in social media if your team isn’t keen on being the star of your social feed. 

Events and experiences 

Events are one of the strongest drivers of engagement and footfall. 

Promote: 

• Quiz nights 
• Live music 
• Seasonal menus 
• Special events 

Use a mix of posts, Stories, and video to build anticipation and remind people to attend. 

User-generated content (UGC) 

Your customers are already creating content – you just need to use it. 

Reposting tagged photos or videos: 

• Builds credibility 
• Expands your reach 
• Saves time on content creation 

It also reinforces a sense of community around your pub. Remember to ask permission to share if you’re not using the platform’s native sharing tools. 

Short-form video (Reels and TikTok) 

Short video is currently the highest-performing format across platforms. 

Focus on: 

• Quick, engaging clips 
• Clear hooks in the first few seconds 
• Simple storytelling 

You don’t need professional editing – consistency and creativity matter more. 

Community-focused posts 

Pubs are community spaces, and your content should reflect that. 

This could include: 

• Supporting local events 
• Highlighting regular customers 
• Sharing local news or partnerships 

This type of content strengthens your position as a local hub, not just a venue. 

For a real-world example of how pubs can create high-quality, scalable content without huge budgets, take a look at how we created buzz around The Engine Room on a modest budget. 

Social media for pubs: What not to do 

Many pubs struggle on social media not because they’re doing nothing, but because they’re making avoidable mistakes. The key is to recognise these and fix them early. 

Posting inconsistently 

Posting once every few weeks won’t build momentum and social platform algorithms reward consistency. 

Fix: Create a simple schedule – even two to three posts per week is enough if you stick to it. 

Using low-quality images 

Dark, blurry, or poorly framed images can undermine even a great offer. 

Fix: Use natural light, clean backgrounds, and a steady hand; a modern smartphone is more than enough. 

Ignoring comments and messages 

Social media is a two-way channel. Ignoring engagement sends the wrong message. 

Fix: Respond promptly, even if it’s just a quick acknowledgement. 

Only posting promotions 

If every post is “2-for-1 cocktails tonight”, people will tune out. 

Fix: Follow a balance – roughly 70% engaging or entertaining content, 30% promotional. 

Copying content across platforms 

What works on Instagram won’t necessarily work on TikTok. 

Fix: Adapt your content to suit each platform’s style and audience. 

Not having a strategy 

Posting without a clear goal leads to inconsistent results. 

Fix: Define what you want to achieve – more bookings, more event attendance, or general awareness – and create content that supports that goal. 

If you’re unsure when to post for maximum impact, read our guide on the best time to post on social media for hospitality. 

The role of influencers and content creators in pub marketing 

Influencer marketing isn’t just for big brands. For pubs, especially independents, it can be a practical and cost-effective way to reach new audiences. 

Why it works 

Local influencers and content creators already have engaged audiences who trust their recommendations. When they visit your pub and share their experience, you’re effectively being introduced to a new customer base. 

What it looks like in practice 

This doesn’t need to involve large budgets. 

Many smaller creators are happy to collaborate in exchange for: 

• A complimentary meal 
• Drinks 
• A hosted experience 

The key is to choose creators who align with your pub’s style and audience. 

What to expect 

A good collaboration should: 

• Generate high-quality content 

• Increase your reach 

• Drive curiosity and visits 

For an award-winning example of how influencer-led campaigns can deliver strong results, read our influencer-led campaign case study. 

This campaign went on to win Best Influencer Campaign at the 2026 National Digital Awards – showing the impact this approach can have when done well. 

How to stay consistent without burning out your team 

One of the biggest challenges for pubs is maintaining consistency without a dedicated marketing team. The solution isn’t to do more – it’s to work smarter. 

Plan ahead 

A simple content plan can make a huge difference. Map out: 

• Key events 
• Seasonal moments 
• Weekly content themes 

This reduces last-minute stress and ensures you always have something to post. 

For guidance on creating your social media plan, take a peek at our guide on how to create an effective content plan. 

Batch your content 

Instead of creating content daily, set aside time once a week to: 

• Take photos 
• Film videos 
• Schedule posts 

This is far more efficient and less disruptive to service. 

Get your team involved 

Your staff are one of your biggest assets when it comes to content. 

Encourage them to: 

• Share ideas 
• Appear in videos 
• Capture moments during shifts 

This not only reduces the workload, but also makes your content more authentic. 

Keep it realistic 

You don’t need to post every day. A consistent, achievable rhythm – such as three posts per week – is far more effective than bursts of activity followed by silence. 

Nailing social media for pubs 

Social media doesn’t need to be overwhelming or expensive to be effective. 

For pubs, the formula is simple: 

• Be consistent 
• Be authentic 
• Be strategic 

Focus on the platforms that matter, create content that reflects your pub’s personality, and avoid common mistakes. Over time, this approach will build awareness, engagement, and – most importantly – footfall. 

Social media for pubs: FAQs