Your guests are sharing their dining experiences online. Those Instagram posts and glowing reviews are called user-generated content (UGC), and when used effectively, restaurants can use UGC to help fill more tables and attract new diners. But how do you make the most of the great things people might be saying about your restaurant?
We look at why UGC matters and how to use it to drive more bookings.
What is user-generated content?
User-generated content (UGC) is any content created by your guests about your restaurant. It’s the photos of your dishes on Instagram, the reviews on OpenTable, and the TikTok videos showcasing your atmosphere. When diners share their experiences, they’re creating authentic content that speaks to other potential guests.
- UGC comes in many forms:
- Photos and videos of meals
- Written reviews and ratings
- Social media check-ins and location tags
- Blog posts about dining experiences
- Mentions in social media stories
This content is valuable because it’s genuine and relatable. It shows your restaurant through your guests’ eyes, giving potential diners a real look at what to expect.
Why implement user-generated content?
UGC builds trust in a way traditional marketing can’t match. When potential guests see real diners enjoying your food and atmosphere, it creates authentic social proof that influences their decision to visit. Plus, UGC is cost-effective—your guests are essentially creating free marketing materials for your restaurant.
Research shows that people trust recommendations from other diners far more than they trust branded content. For example, consumers find UGC 9.8x more impactful than influencer content, which itself is one of the most trusted forms of marketing. Whether it’s an Instagram photo of your signature dish or a review, UGC helps potential diners picture themselves at your restaurant and gives them confidence in their choice to dine with you.
Where does user-generated content live?
UGC lives across various online platforms, and you’ll find it everywhere from social media channels to review sites and beyond.
Social media
Instagram, Facebook, and TikTok are all hotspots for food photos and dining experiences. The numbers prove it: 39% of Instagram users engage with food content, with 27% actively sharing food-related videos and photos. Guests love sharing their meals and tagging your location.
Review sites
Approximately 19% of consumers—representing about 49 million individuals—have posted online reviews about their dining experiences. Platforms like Yelp, Google Reviews, TripAdvisor, and OpenTable host these written reviews and ratings from diners. Since inception, the OpenTable diner network has contributed more than 136 million restaurant reviews globally.
Blogs
Food bloggers and local influencers often write about their restaurant experiences on personal or professional blogs.
Video platforms
Over the years, video reviews have gained prominence, with platforms like YouTube and TikTok becoming central to sharing dining experiences. It’s evident that food-related content thrives on these platforms. For instance, the hashtag #RestaurantReview features over 125,000 times on TikTok. These platforms feature a range of content, from comprehensive dining experiences to quick food hacks, highlighting the growing importance of video reviews in the restaurant industry.
Location-based apps
Platforms like Foursquare and Facebook allow users to check in at your restaurant, often adding the option to post photos or quick reviews.
Your own channels
When you repost UGC (with permission), it lives on your restaurant’s social media profiles, website, and even in-store displays.
UGC isn’t just online—guests might share photos or reviews in private messages or face-to-face conversations. But online UGC is what you can track and leverage for your restaurant’s benefit.
How to inspire guests to create UGC for your restaurant?
Here’s how you can inspire your guests to share their experiences and spread the word about your restaurant.
- Create a photo-worthy spot. Install a mural or eye-catching sign as a backdrop for photos. Include your social media handles and hashtag nearby so guests know how to tag you. This makes it easy to find and repost their content.
- Develop a consistent visual style. Choose a theme for your restaurant’s look and feel. When your aesthetic is cohesive, customer photos will naturally fit with your professional shots.
- Offer incentives for sharing. Give guests a reason to post. Offer a free appetizer or dessert for anyone who shares a photo and tags your restaurant. Consider running a monthly contest for the best photo, with prizes like a free meal.
- Build loyalty through UGC. Reward regulars who frequently post about your restaurant. Invite them to exclusive tastings or offer a loyalty program with perks. Their continued posts can create a steady stream of authentic content for your marketing.
- Make sharing seamless with technology. Place QR codes on menus or table tents that link directly to your social media profiles. Consider adding digital displays showing a live feed of tagged photos, encouraging real-time sharing. This immediate visibility can inspire other guests to participate.
Make sharing feel natural and rewarding for your guests. When you do, you’ll have a wealth of UGC at your fingertips.
What are the legalities of reposting UGC?
Using guest content isn’t quite as simple as reposting. You should always get explicit permission before sharing a diner’s content. A like or comment isn’t enough either. Instead, reach out directly to the creator. When you get the green light, save that permission for your records.
Credit the creator when sharing their content. It’s good manners but may also be a legal requirement. You should also be cautious with photos featuring people. You may need additional consent to use these, especially if they’re prominently featured.
Don’t alter UGC without permission. Stick to sharing as-is unless you’ve been given the ok to edit. Each social platform has its own rules, so familiarize yourself with their terms of service. When in doubt, consult a legal professional.
Other things to consider when using UGC
While UGC has plenty of benefits, it needs monitoring and management. Even the most successful UGC campaigns can face challenges, from inappropriate content to brand reputation issues.
Keep an eye out for content that could harm your restaurant’s image, including hostile comments, explicit content, or posts that promote excessive drinking or unhealthy eating habits. Have clear guidelines about what you will and won’t share, and be consistent with them.
Regularly monitor comments and tags, especially during promotions or contests when engagement spikes. While both positive and negative feedback can build trust with potential guests, remove content that’s intentionally harmful, includes hate speech, or mentions competitors.
UGC monitoring is about maintaining the quality and authenticity that make user-generated content valuable in the first place. Building a positive online community around your restaurant takes active management and clear boundaries.
Ideas for using UGC at your restaurant
There’s every chance your guests are creating content about your restaurant every day—make sure to put it to good use. Here are some creative ways to use UGC that can help enhance your visibility and attract new diners.
Showcase it on social media
Repost the best guest photos and videos on your Instagram, Facebook, and TikTok accounts. Not only does this fill your feed with authentic content but also encourages more guests to share in hopes of being featured. Create a weekly “Guest Pic of the Week” series to keep engagement high and show appreciation for your customers.
Create a UGC wall in your restaurant
Bring online content into your physical space. Dedicate a wall to printing and displaying guest photos. Update it regularly to keep things fresh. You’ll be creating a talking point for diners and encouraging more sharing. Plus, it’s a great way to showcase your restaurant’s atmosphere and popular dishes.
Incorporate into your menu
Use guest photos or quotes to highlight popular dishes on your menu. It adds a personal touch and serves as social proof for new diners. Just be sure to get permission and credit the creators.
Feature in email marketing
Sprinkle UGC throughout your email campaigns. Use guest photos to showcase new menu items or highlight positive reviews when promoting special events. You’ll add authenticity to your messages and likely increase click-through rates.
Add to your website
Create a gallery on your website featuring the best and give potential guests a real look at what to expect. Consider adding a feed of your latest Instagram posts to keep your site fresh and encourage more followers.
Use in paid advertising
Incorporate UGC into your social media ads, Google display ads, or any other type of paid marketing. Authentic guest content often outperforms professional shots in ad performance. In fact, 84% of consumers are more likely to trust a brand’s marketing campaign if it features UGC. Test different guest photos and reviews to see what resonates best with your audience.
Make it user-generated
When guests share their experiences at your restaurant online, they’re potentially helping bring new diners through your door. By encouraging photos, engaging with reviews, and managing the content your guests create, you can turn their enthusiasm into marketing campaigns. Start implementing these UGC strategies today to build trust and fill more tables.
