For restaurants and cafés in Berlin, Instagram and the Google Business Profile are the most important channels, plus TikTok for a young audience. A realistic rhythm is three Reels or posts a week plus daily Stories. Short, real videos from the kitchen, bar and dining room work best – and the menu, opening hours and reservations must be one click away online.
Below you'll find the key figures, a channel overview, 15 content ideas and the most common mistakes.
Why is social media worth it for restaurants?
A representative Bitkom survey of 1,005 people aged 16+ in Germany shows how much guests research online:
| Finding | Share |
|---|---|
| Have visited a café or restaurant after seeing it on social media | 42% (ages 16–29: 57%) |
| Expect an online presence with photos of dishes and rooms | 69% (ages 16–29: 80%) |
| Check the menu online before visiting | 53% (ages 16–29: 65%) |
| Prefer to book a table online | 47% |
| Online reviews are the most important selection criterion | 30% |
In Berlin, with so much choice, the phone often decides where people eat.
Which channels matter for restaurants and cafés?
| Channel | What for | Starting rhythm |
|---|---|---|
| Google Business Profile | Being found for "café near me", reviews, opening hours, photos | 1 post a week, refresh photos monthly |
| Atmosphere, dishes, team, Stories for daily specials | 3 Reels/posts a week + daily Stories | |
| TikTok | Reach among younger guests | 2–3 videos a week |
| Older regulars, events | Mirror posts from Instagram |
Short on time? Start with the Google profile and Instagram.
15 content ideas for restaurants and cafés
- The first move of the morning: oven on, coffee machine, first rolls.
- A dish in 15 seconds: from raw ingredient to plate.
- Latte art or a cocktail in slow motion.
- Who's behind the counter? A short team portrait.
- Visiting suppliers: baker, roastery, market.
- New menu / seasonal dish with price.
- Daily special in Stories, same time every day.
- Behind the scenes: prep, cleaning, deliveries.
- Answer a common guest question: vegan? gluten-free? dogs allowed?
- A regular's moment (with consent only).
- Neighbourhood angle: the walk to the venue, the Kiez, street events.
- Recipe teaser: reveal one detail, not everything.
- Events: brunch, quiz night, live music, holidays.
- Before and after: empty room, full room.
- Review of the month as a graphic or video with thanks.
More ideas for local businesses: 7 video ideas for local businesses. How to turn them into a monthly plan: How to create a social media content plan.
Photos or videos?
Both – but video first. Reels and TikToks bring more reach; you need photos for the Google profile, menu and website. One production day a month delivers both. How to prepare it: Shoot day preparation checklist. For spontaneous content, a smartphone is enough: 12 smartphone video tips.
Reviews and the Google profile
- Complete the profile: opening hours (including holidays), menu, booking link, current photos.
- Reply to every review, including negative ones – factual, friendly, with your name.
- Actively ask guests for reviews, e.g. with a QR code on the bill. Don't offer anything in return.
Is advertising worth it for restaurants?
For openings, new offers and quiet weekdays, yes: Meta ads within a few kilometres are possible on a small budget. Measure bookings, not likes. How to read the numbers: Meta Ads metrics explained.
Checklist for restaurants on social media
- Google profile complete and current.
- Menu online as text, not only as a PDF.
- Booking link in profile and bio.
- Instagram bio with address, opening hours, link.
- Three content pillars set (e.g. dishes, team, neighbourhood).
- A fixed weekly plan for Reels and Stories.
- One shoot day a month planned.
- Consent from team and guests in shot.
- Replies to reviews and messages within 48 hours.
- A monthly look at bookings and enquiries.
Common mistakes
- Only posting ads. Guests want to see people and atmosphere.
- Outdated opening hours. Nothing annoys more than a locked door.
- Menu only as a PDF. Hard to read on a phone and for search engines.
- Ignoring reviews. Other guests are reading.
- Posting irregularly. Three busy weeks, then two months of silence.
- Unlicensed music in ads.
How we work at Digimark
Digimark is an agency for video, social media and ads at District One in Berlin-Schöneberg. We work in German, English and Turkish and look after cafés, restaurants and retail in Berlin.
- Shoot day at your venue: usually five to ten hours, ideally outside peak times, with material for a month.
- Content plan: Reels, Stories and posts in a calendar you approve in advance.
- Editing: the first videos are usually ready one to two working days after the shoot.
- Community and Google profile: we reply to comments and maintain your profile – as agreed.
- Local ads: Meta and Google ads in your area on request.
More about our Social Media Management.
Next step: Want more guests through social media? Book a free strategy call
Frequently asked questions
Which social media channels matter most for restaurants?
For most venues, the Google Business Profile and Instagram. TikTok pays off with a young audience; Facebook for older regulars and events.
How often should a café post on Instagram?
A realistic start is three Reels or posts a week plus daily Stories, for example for the daily special.
Do restaurants really win guests through social media?
According to a Bitkom survey, 42 percent of Germans aged 16+ have visited a café or restaurant after seeing it on social media, and 57 percent of 16- to 29-year-olds.
What should a restaurant post on Instagram?
Short videos from the kitchen and bar, new dishes, team portraits, suppliers, daily specials in Stories, events and answers to common guest questions.
How important are online reviews for restaurants?
Very: according to Bitkom, online reviews are the most important criterion for 30 percent when choosing a new restaurant or café. Reply to every review.
Do guests in a video need to give consent?
Yes, recognisable guests should consent beforehand. Alternatively, film so they can't be recognised.
