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  • Writer's pictureJamie Evans

The Power of User-Generated Content in Restaurant Marketing

Updated: Mar 25

In the age of digital dining, where a single Instagram post can turn a hidden gem into a culinary hotspot overnight, the power of user-generated content (UGC) in restaurant marketing has never been more palpable. Across Australia, a staggering 60% of consumers admit to browsing social media for food inspiration at least once a week, underscoring the influence of UGC on dining decisions (Australian Food News, 2021). This shift towards digital endorsement has opened up a vast landscape for restaurants to not only showcase their offerings but to also build authentic connections with their clientele through the very content their customers create. From mouth-watering meal photos shared across Instagram to heartfelt reviews on Google, TripAdvisor, UGC has emerged as the cornerstone of effective restaurant marketing in the digital era. It's a trend that savvy Australian restaurateurs are keenly leveraging, transforming satisfied diners into brand ambassadors with just the click of a camera. In this comprehensive guide, we explore the ins and outs of harnessing UGC to its fullest potential, offering practical strategies for restaurants looking to amplify their online presence and foster a community of engaged and loyal customers.

Three screenshots of Instagram featuring user-generated content, including images and captions from various accounts.

Why user-generated content for restaurants?

The Rise of User-Generated Content (UGC)

In an era where social media reigns supreme for restaurants, User-Generated Content (UGC) has emerged as a goldmine for marketers across the food and beverage industries, especially in the restaurant sector. UGC encompasses the photos, reviews, videos and posts that customers share online or create for you, acting as personal endorsements of your brand. It's authentic, relatable, and, most importantly, highly trusted by consumers.

Definition of User-Generated Content and what it actually means.

Before we dive any deeper let’s make sure we understand what UGC actually means when it comes to content. UGC is any form of content, from a simple tweet to a mouth-watering Instagram post, that's created by the customers rather than the brand itself. It's crucial because it shifts the narrative control to the consumers, offering a raw, unfiltered view of your restaurant's experience.

Importance of UGC for Restaurants

For restaurants, tapping into UGC is not just beneficial; it's becoming essential. In a landscape where diners scroll through Instagram or TikTok for their next meal inspiration or rely on Google reviews before choosing a dining spot, leveraging original content created by your patrons can significantly amplify your marketing efforts and enhance your restaurant's appeal.

Patrons enjoying beers in a sunny courtyard at Auburn Hotel in Melbourne.

Why Restaurants Should Leverage UGC?

Cost-Effective Marketing

One of the major advantages of User-Generated Content (UGC) is its cost-effectiveness: it's either relatively inexpensive or entirely free. For small businesses and local restaurants working within tight budgets, UGC presents an opportunity to maintain active social media presence without incurring the significant expenses linked to professional video productions or high-priced influencer campaigns. By offering minor incentives to regular customers to generate and share content, or by compensating content creators with dining experiences or modest fees, businesses can leverage this content in numerous ways.

Building Trust and Authenticity

In the current marketplace, being authentic is invaluable. User-Generated Content (UGC) naturally possesses this authenticity, establishing a trust level with audiences that traditional marketing methods struggle to match. It effectively communicates to potential customers, "See what others are experiencing, not just what we claim." On social media, people often resist conventional ads, sensing a disconnect between the advertised narrative and reality. Conversely, content produced by customers themselves offers a relatable and genuine perspective. This authenticity enables viewers to connect more deeply with the content, as it reflects real experiences and aligns with their own emotions and preferences.

Creators enjoying food and drinks while creating UGC content at Studley Park Boathouse in Kew, Melbourne.

Types of User-Generated Content to Utilise

Visual Content That Performs: Photo and Video

High-quality images of your dishes are key to attracting customers, yet integrating these with genuine photos from satisfied patrons bridges the gap between your menu's reality and its desired perception. Motivating guests to capture and share their dining experiences leverages the visually-oriented nature of platforms like Instagram, a strategy many establishments have adopted. The real potential, however, lies in customers creating engaging videos that highlight their experiences and capture the unique personality of your restaurant. This approach not only showcases your offerings but also amplifies your venue's distinct character.

Reviews and Testimonials

Positive feedback on sites like Yelp or Google My Business plays a crucial role in shaping potential customers' choices. According to a Capterra survey, an astounding 98% of Australians consult online reviews before making a purchase, with 94% finding them reliable. Therefore, devising a Google Review Strategy to maintain positive Google Reviews is critical for success. Moreover, such reviews enhance your website's Search Engine Optimization (SEO), especially when customers use specific keywords in their feedback, like “best Italian restaurant” or “perfect function venue,” improving your visibility in search rankings. Additionally, showcasing these reviews on your social media, advertising materials, or website can significantly bolster your credibility and make guests more likely to reserve a table.

Social Media Posts and Hashtags

Developing a unique hashtag for your restaurant can streamline User-Generated Content (UGC) about your establishment into a single, easily searchable location, allowing potential customers to quickly gauge the excitement surrounding your offerings. To encourage patrons to use your hashtag in a natural way, we suggest implementing a subtle Call to Action (CTA), such as "Share your experience on social media and tag us with #italianrestaurantmelbourne for a chance to win," placed on menus, coasters, or receipts. This strategy not only motivates customers to share their dining experiences but also ensures they use the correct tag, enhancing the visibility and engagement of your brand.

Strategies for Encouraging User-Generated Content

Adding Social Features like Photo Areas

Incorporating a photo area tailored to your venue's style offers a fun and engaging means for guests to document and share their visits, seamlessly integrating your branding via logos or hashtags into their content. Whether it's an elaborately designed space with interactive elements, akin to what you might find at Fargo & Co in Richmond, or a simple red carpet backdrop adorned with your logo, the key is to provide an inviting setting for photos or videos. People enjoy showcasing their whereabouts, and by creating an environment that naturally encourages photography or videography, guests are more inclined to engage with the space and tag your venue in their posts.

Accepting Videos as Currency

Consider implementing promotions that incentivise customers to post their experiences online. A straightforward offer like "Share a video and receive a discount on your next visit" can significantly boost your organic online presence. For a more advanced approach, organising content creators (NOT influencers!) to produce experiential videos highlighting your venue's unique features in exchange for a dining experience is recommended. These videos are highly effective for paid social media campaigns due to their authenticity, ensuring optimal returns on your advertising spend. This strategy is particularly important for restaurants, which often operate with limited budgets for paid advertising.

Encouraging Reviews and Shares

Politely asking satisfied customers to leave a review or share their experience online can significantly increase your volume of UGC. Sometimes, all they need is a gentle nudge but what we found that works best is having a small business card with a QR code that goes directly to your google reviews. Have your venue or floor manager hand these directly to the tables that they know have had a good time and maybe buy them their last round. This direct request makes it feel more personal and they are usually more than obliged to leave a review, secondly to that if it is a larger table you usually find that the whole table leaves a review each which dramatically increases your google review score. Lastly, we always recommend a NPS score review system that automatically ensures only the happiest customers are leaving positive reviews and the negative ones are being dealt with directly from your management team.

Japanese BBQ table cooking Wagyu beef over hot coals at Wagyu Ya, South Yarra.

Best Practices for Promoting User-Generated Content

Acknowledgment and Appreciation of UGC

When reposting User-Generated Content (UGC), always acknowledge the original creator. This practice isn't just polite; it cultivates a community spirit and motivates more patrons to share their experiences. However, it's crucial to note that if the content was part of a paid partnership involving monetary compensation, the creator must disclose this in their social media post. Failure to do so could result in them being banned from the platform, as transparency about sponsored content is a requirement on most social media channels.

Consistency in Sharing UGC

To ensure your social media feed remains vibrant and appealing, adhere to a consistent schedule for posting User-Generated Content (UGC). This demonstrates your engagement and appreciation for customer contributions. We advise sharing at least one video and one image from user content weekly, interspersed with your professional photography. This strategy highlights the importance of actively promoting the creation of UGC for your venue, showcasing a dynamic and customer-centric online presence.

Legal Considerations and Ethical Practices

Before reposting User-Generated Content (UGC), it's crucial to confirm you have the legal authority to use it. Gaining clear consent from the content creator can prevent potential legal complications. This can range from keeping a screenshot of conversations that detail the agreement terms to drafting a comprehensive contract for paid collaborations, outlining the content's usage. We recommend the latter approach, especially with paid content creators, to ensure all parties are aware of and agree to how the content will be utilised.

Analysing the Impact of UGC on Restaurant Marketing

Measuring Engagement and Reach

Monitoring engagement metrics for posts featuring User-Generated Content (UGC) compared to traditional content is essential for optimising both organic and paid strategies. For organic reach, utilise the analytics tools provided by platforms like Meta or TikTok to assess performance and identify content that resonates most with your audience. This insight enables you to tailor your strategy more effectively, focusing on the types of content that drive engagement. In the realm of paid advertising, conducting A/B tests with various creatives is crucial. This approach helps determine which content variations perform best, offering valuable insights into preferences of an audience not yet familiar with your brand. By analysing these metrics, you can refine your marketing efforts to better align with audience interests and maximise your brand's impact.

Understanding Customer Feedback

User-Generated Content (UGC) from your guests is a goldmine of insights, revealing what patrons truly value about your restaurant. This direct feedback is crucial for refining your menu and services, ultimately enhancing the customer experience. Beyond merely identifying popular dishes or services, UGC uncovers trends and preferences that might not be immediately evident through traditional feedback mechanisms. For example, repeated mentions or visuals of a particular dish can signal its appeal and potential as a key offering.

Analytics report infographic highlighting engagement, audience growth, and content performance comparisons


In conclusion, the transformative power of user-generated content in the realm of restaurant marketing cannot be overstated. As we've navigated through the intricacies of UGC, from leveraging Instagrammable moments to encouraging the sharing of authentic dining experiences, it's clear that the engagement and trust fostered by this content are invaluable assets for any restaurant. The strategies outlined in this guide offer a roadmap for restaurateurs to tap into the authentic narratives shared by their patrons, effectively turning satisfied diners into a powerful marketing force. With the Australian dining scene becoming increasingly digitised, the importance of establishing a robust online presence through UGC has never been more critical. By embracing the principles of creativity, engagement, and appreciation, restaurants can not only enhance their visibility but also forge deeper connections with their audience, ultimately leading to a thriving community of loyal customers. In the age of digital endorsement, where a picture or review has the power to influence dining decisions, mastering the art of user-generated content is the key to unlocking unprecedented growth and success in the competitive culinary landscape.

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