Introduction
If you’re a restaurant owner trying to grow your brand on social media, you’ve probably asked yourself: “Should I focus on TikTok or Instagram?”
The answer? It’s not either-or. It’s understanding how each platform works—and how to use both effectively to drive attention, foot traffic, and orders.
In this post, we’ll break down the key differences between TikTok and Instagram, when to use each, and how to get the most bang for your content buck.
1. Understand the Core Difference: Discovery vs. Connection
TikTok is a discovery platform. Most users find your content through the For You page, not by following you.
Instagram is a connection platform. It’s where existing fans stay engaged and where relationships are deepened.
Think of TikTok as your attention magnet—and Instagram as your digital loyalty program.
Real-world example:
- TikTok is where a video of your flaming cocktail goes viral.
- Instagram is where people DM you asking how to reserve a table.
🛠 Pro Tip: Always include location and a clear CTA in your TikTok bio so new viewers know where to find you.
2. Know the Algorithm Behavior on Each Platform
TikTok favors: Short-form, vertical video with high watch time, trending audio, and strong hooks.
Instagram favors: Engagement (likes, saves, shares, comments) from your existing audience and optimized hashtags.
📊 Stat to Know: TikTok users are 1.5x more likely to immediately make a purchase after discovering a brand compared to other social platforms (source: TikTok Marketing Science study, 2022).
🛠 Pro Tip: On TikTok, post 3–5x/week and follow trends early. On Instagram, 3–4 high-quality posts plus Stories/Reels with clear captions and CTAs work well.
3. Match Your Content Strategy to Each Platform
Best content for TikTok:
- Behind-the-scenes prep with trending audio
- Food builds or signature dish close-ups
- Humorous takes on restaurant life
- Customer reactions or taste tests
- Local collabs with creators
Best content for Instagram:
- High-quality photos and curated Reels
- Staff spotlights and guest stories
- Menu updates, event promos, and behind-the-scenes Stories
- Swipe-through carousels of the space or specials
🛠 Pro Tip: Record once, repurpose for both—edit your long kitchen video into a punchy TikTok and a polished Instagram Reel.
4. Build Your Audience with Platform-Specific Tactics
Growing on TikTok:
- Use trending sounds early
- Comment on local content to get discovered in your area
- Engage with other creators and stitch/duet relevant videos
Growing on Instagram:
- Collaborate with influencers and tag guests
- Use geotags and niche hashtags
- Reply to every comment and story reply to boost the algorithm
🛠 Pro Tip: Add “As seen on TikTok” to your menu or signs in-store—it builds curiosity and cross-channel trust.
5. Keep It Real, Not Perfect
On TikTok, authenticity wins. Raw, real, and slightly chaotic content often outperforms polished video.
On Instagram, curation matters. Your feed should feel on-brand and consistent with your restaurant’s personality.
🛠 Pro Tip: Use Instagram for the vibe, and TikTok for the viral moments. Don’t overthink it—just start posting.
6. Action Plan: What to Do This Week
✅ Try this content cadence:
- Film a quick 15-second “day in the life” TikTok with trending audio.
- Turn that footage into a polished Instagram Reel with captions.
- Post a behind-the-scenes photo to Instagram Stories with a “This or That” poll.
- Film one customer reaction or chef feature and use it on both platforms.
🛠 Pro Tip: Create a “Content Day” once a week to film everything you need in 1–2 hours—batching is your best friend.
Conclusion: Two Platforms, One Goal—Growth
You don’t have to master TikTok or Instagram overnight. But by understanding how each one works and playing to their strengths, you’ll build brand awareness, grow your audience, and turn viewers into regulars.
Show up where your guests are—and give them a reason to follow, engage, and book a table.
Want Help Creating Content That Converts?
👉 Brand to Table helps restaurants grow their audience and drive traffic through scroll-stopping, strategy-first content.
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