As the internet continues to evolve, there is a place for every platform and a platform for every place. Additionally, each social media platform has its preferences and with each set of preferences come a new set of challenges. Here’s how restaurant brands are faring on each social media platform so far.

Of all the platforms, Instagram remains a viable platform for organic engagement, with a tight correlation between engagement and community size. Salad brand sweetgreen offers a model for earning organic engagement with high-quality photos driving customers to place orders at its local restaurants. However, many brands are under-utilizing the platform when it comes to engaging with audiences via Instagram Stories. In fact, only 52% of brands active on the platform use the feature, according to Gartner L2’s Digital IQ Index: Restaurants. By opting to simply link to product content, these brands miss out on a hot opportunity to push customers down the path to purchase.

On Twitter, customers value speed above all else. However, the majority of dedicated restaurant customer service handles churn out responses slowly, with only a few brands able to match the speed of customer service leaders like Chili’s. On Facebook, users value seeing exactly what they want—and nothing else. Though it comes at a high cost, Arby’s manages to successfully court a narrow Facebook audience with video game and anime posts, but still heavily promotes posts to earn engagement.

Although social media platforms are far from perfect, they still provide ample opportunity for brands of all industries to promote themselves efficiently and charismatically to customers. By diving deeper into the features of each platform, brands can connect with audiences, both existing and prospective.



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