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The Next Era of Social Media Marketing for Restaurants

Jay Bandy • December 25, 2021

Social media is an essential component of restaurant brand marketing plans.

Marketing strategy, marketing planning, graphic

Social media continues to be one of the best marketing channels of the century. Social media is an essential component of restaurant brands’ marketing strategies. 90% of marketers say that social media marketing has increased their business exposure.1 However, as technology continues to change rapidly, so do social media and digital marketing. Tactics that are being used now, may not generate the same results as they did a few months ago.

Brands and businesses need to realize that consumer behavior is constantly changing and there are always new social media platforms that are being made and current ones that frequently change their features. With that being said, marketers must adjust their tactics to better fit the frequent changes in social media platforms and consumer behavior to reach their target audience successfully.

User-generated content vs. Traditional advertisements

According to Jon Simpson, “digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day.”2 Traditional marketing isn’t the same as it used to be. Many consumers can tell when they’re being pushed to buy a product and they become very dismissive. However, with social media and digital marketing, people are a little more accepting of these advertisements thanks to cookies and the ability for brands and businesses to push the right ads to their target audience’s timelines.

User-generated content is the best way to increase brand awareness such as a video, GIF, or an intriguing picture that includes a link to the brand’s website.

Video content

Video content has been the most popular amongst consumers. Platforms such as YouTube, TikTok, Snapchat, and Triller are some common apps that brands use to promote their products and services. However, it’s important to note that each platform may have a different target audience from your brand’s target audience on Instagram and Facebook.
TikTok’s platform consists largely of Gen-Z and Millennials. Both generations have different needs, so it’s important to track what kinds of videos are doing well on your page and who is watching your videos.

Moreover, video content is very important in social media marketing in 2021 and will continue in 2022. According to many experts, video content increases brand engagement by a large percentage in recent years.

“84% of people say that they’ve been convinced to buy a product or service by watching a video content from a brand.”3

66% of people said that they prefer shorter videos and studies show that 54% of consumers want to see more videos from their favorite brands and businesses.4

According to Jordan Stella, “repurposing is the key to getting the most out of [a] video. From conception to shooting, we plan a strategy that multiple formats and versions will be made.”5 Video content is another good way to showcase your brand’s personality through video. This helps build a connection with your consumers and it will lead to conversation.

“Video marketing is a great way of increasing brand engagement through the compelling narration of your brand story, and it should be a strategy employed by all brands seeking to increase their visibility, as well as draw in more loyal customers.”6

Even so, video content doesn’t necessarily mean creating a professional video and posting it on your brand’s social media platform. Live videos such as Facebook Live, Instagram Live, and TikTok live are a great way to show your brand’s authenticity.

“81% of marketers who used Facebook Live found it to be an effective strategy.”7

Influencer Marketing

Influencer marketing, when it first started, was all about numbers and popularity. This isn’t the case anymore. People are looking for authenticity and honesty from the people they follow, which is why micro-influencers who have a highly engaged following are the most valuable form of influencer marketing. With their small following and high engagement, they have created a connection with their followers and have built trust.

Social media platforms and trends

According to Caroline Forsey, she predicts that there will be 10 trends marketers should look out for in the upcoming year with TikTok being the top trend to take off in the digital marketing world. TikTok is a relatively new platform that has dominated the social media space and will continue to do so in 2022. TikTok’s growth has skyrocketed with over 3 million global downloading in 2020 and 2021. Brands are taking advantage of the creative and humorous app to showcase their brand personality and reach a new audience.8 The app is dominated by Gen-Z and Millennials. Therefore, if your brand is looking to reach a younger, tech-savvy audience, TikTok is the best place to do so.

Social media isn’t only used for entertainment purposes anymore. “79% of people say that user-generated content on social media significantly impacts their purchasing decisions.”9 Apps such as Instagram, TikTok, and Facebook have a “shop” option available for business pages on their platforms. This allows consumers to shop directly on the app they’re on. These apps allow a feature for consumers to share the product or service with a friend on the app through direct messages as well. This will greatly benefit marketers in the upcoming year because it makes it easier to keep tabs on social analytics and help brands and businesses grow on different platforms.10

The Next Era

Technology is constantly changing, along with social media platforms, which means digital marketing must adjust to the rapid changes as well. Social media marketers should continue to research the trends popular on social media platforms such as Instagram, TikTok, Facebook, and Twitter. Gaining insight from these social media platforms has made it easier for marketers all around the world.

Goliath Consulting Group is a restaurant consultancy group based in Atlanta, Georgia. For more information on our services visit www.goliathconsulting.com or email us at getresults@goliathconsulting.com

References
1. https://www.forbes.com/sites/forbescommunicationscouncil/2020/11/10/the-next-era-of-social-media-mar...
2. https://www.forbes.com/sites/forbesagencycouncil/2017/08/25/finding-brand-success-in-the-digital-wor...
3. https://upcity.com/experts/video-increases-brand-engagement/
4. Ibid
5. Ibid
6. Jordan Stella, “How Video Increases Brand Engagement: According To The Experts,” UpCity, August 21, 2020, https://upcity.com/experts/video-increases-brand-engagement/
7. Jordan Stella, “How Video Increases Brand Engagement: According To The Experts,” https://upcity.com/experts/video-increases-brand-engagement/
8. https://blog.hubspot.com/marketing/social-media-predictions-2017
9. Caroline Forsey, “10 Social Media Trends Marketers Should Watch in 2022 [Data + Expert Tips],” HubSpot, November 30, 2021, https://blog.hubspot.com/marketing/social-media-predictions-2017
10. Caroline Forsey, “10 Social Media Trends Marketers Should Watch in 2022 [Data + Expert Tips],” https://blog.hubspot.com/marketing/social-media-predictions-2017

By Jay Bandy August 24, 2025
The Phenomenon From Baby Boomers to Gen Z: A Generational Divide The current decline in alcohol consumption is not a fleeting trend but an accelerating, long-term generational shift. A Gallup poll shows that the percentage of American adults who report drinking alcohol has fallen to 54%, the lowest point in three decades. This trend is particularly pronounced among the younger generation. According to research, the share of adults under age 35 who drink has dropped by 0 percentage points, from 72% in 2001-2003 to 62% in 2021-2023. This suggests that today’s young people are the least frequent drinkers in recent decades. These changes are starkly reflected in consumer spending data. In 2021, U.S. Gen Z consumers spent just over $2.2 billion on alcohol, the lowest amount compared to all other age groups. Further reports reveal that 21.5% of Gen Z abstains from alcohol entirely, while 39% consume it only on occasion. Additionally, Gen Z consumes about one-third less beer and wine than previous generations. These figures not only validate a bar owner’s concerns but also signal that the traditional “party-hard” model is becoming obsolete. This is not a temporary fad but a lasting trend that requires a fundamental business model adjustment. Taking a Different Path: The Unexpected Impact of Economic Factors When exploring the reasons for Gen Z’s reduced drinking, a commonly overlooked factor is the economy. While many attribute the shift to changing values, a senior beverage analyst at a drinks company put it bluntly: “Gen Z ain’t got no money”. Compared to previous generations, today’s young people have lower incomes, less stable employment, and many have yet to reach the legal drinking age. Their disposable income is naturally limited. Interestingly, data indicates that Gen Z spends the same proportion of their after-tax income on alcohol as Millennials did at the same age. This suggests that Gen Z isn’t inherently averse to drinking; rather, they simply have less money to spend. For bar owners, this means the challenge isn’t just about “selling alcohol” but about convincing consumers that, within a limited budget, “going out for a drink” is a worthwhile and high-value experience. This forces businesses to reconsider their value proposition: Are they selling a beverage or an unparalleled social experience?   The Drivers Health Above All: Prioritizing Physical and Mental Well-being Gen Z’s focus on physical and mental health is at an unprecedented level. They are more aware of alcohol’s negative effects than previous generations and see it as a potential health risk. A Gallup poll found that 53% of U.S. adults now believe moderate drinking is harmful to health, a view driven primarily by young people. Two-thirds of respondents aged 8 to 34 hold this view. Crucially, mental health awareness plays a central role in this trend. While Gen Z reports higher rates of anxiety and depression, they are also more willing to seek professional psychological help. They openly discuss their sobriety journeys on social media platforms to manage their emotions and cope with stress. For this generation, alcohol is no longer a tool for “relaxing” or “de-stressing.” Instead, it can be a stumbling block to emotional stability and quality sleep. In fact, 34% of Gen Z cite mental health as a reason for abstaining, and 46% say they are “simply not interested in drinking”. Therefore, bars can no longer position themselves solely as places of “indulgence” but must adapt to consumers’ pursuit of “self-care” and “wellness.” The Digital Footprint and the Desire for “Control” The digital age has fundamentally altered the rules of socializing for young people. The ubiquity of smartphones and social media creates a constant state of digital surveillance. In 1991, 64% of U.S. high school seniors had been drunk at least once, but by 2024, that figure had dropped to just 33%, with two-thirds of the decline occurring after 2012, the year smartphones became widespread. Today, the risk of leaving a “digital footprint” after getting drunk has evolved from a social faux pas into a permanent public record that is impossible to erase. This pushes Gen Z to be more cautious in social settings and to “maintain control and avoid embarrassing moments that might be documented online”. This desire for “control” stands in stark contrast to the “indulgence: mentality of previous generations. If bars continue to promote a “binge drinking” culture, they will be out of sync with Gen Z’s core values. Instead, creating an environment that encourages safe, mindful consumption and offers curated social experiences will meet their new demands. The Shift in Socializing: From “Drinking” to “Doing” Gen Z’s social life is being redefined. They prefer to socialize at home or at friends’ houses rather than at traditional bars and nightclubs. They are actively creating “activity-centered” social patterns, such as escape rooms, rock climbing, pottery classes, or immersive art exhibitions. In addition, “wellness-focused gatherings,” such as yoga classes and “sober raves,” are increasingly popular among Gen Z. These activities all provide an interactive environment for people to connect without relying on alcohol. The bar’s status as a social venue is facing unprecedented competition. It is no longer the only “place to go” and must now compete with a wide range of engaging activities. Successful bars need to transform their space from a simple drinking spot into a social hub that offers unique, non-alcohol-centric experiences. The business model must shift from selling beverages to selling a curated social experience. The Unexpected Impact of Demographics A subtle, but often overlooked, factor is a fundamental demographic shift. Traditionally, men, especially white men, have been the main drivers of alcohol consumption volume. However, their share of the drinking population is declining, being replaced by women and people of color—two groups that have historically consumed less alcohol. Today, women make up most alcohol consumers under the age of 25, and their average consumption is only half that of men. Furthermore, Gen Z is the most racially and ethnically diverse generation in U.S. history. This indicates that even if individual drinking habits within each demographic group remain unchanged, overall, per-capita alcohol consumption is bound to decline due to these population shifts. This is a structural, permanent challenge, not just a change in consumer sentiment. Key Drivers of the Sober Shift Health & Wellness Awareness of negative health effects; connection to anxiety and depression; viewing sobriety as a form of self-care. Economic Factors Lower disposable income; price sensitivity; a desire to save money. Digital Culture Fear of a permanent digital footprint; desire to maintain control; normalization of sober culture on social media. Social Norms & Demographics Shift to activity-centered socializing; rise of non-alcohol-centric events; a demographic shift towards groups who historically drink less (women, people of color).   The Strategy Rethinking the Product: Embracing the “No & Low” Menu Gen Z’s beverage choices reflect their preference for novel flavors and convenience. Studies show that spirits and Ready-to-Drink (RTD) products are the most popular categories among Gen Z, while traditional wine and beer have a mixed outlook. More than half of Gen Z drinkers “often or sometimes” choose non-alcoholic beers, mocktails, or low-ABV cocktails when socializing. Non-alcoholic beers like Heineken 0.0 and Guinness 0.0 are even considered “trendy” brands by Gen Z. Therefore, a bar’s inventory model must expand beyond traditional alcoholic beverages. Bars should position themselves as “beverage destinations,” not merely “alcohol providers.” Specific suggestions include: • Develop a premium mocktail program: Offer complex and visually appealing non-alcoholic cocktails to satisfy Gen Z’s desire for flavor exploration. • Curate a selection of non-alcoholic and low-ABV options: Create a diverse menu of non-alcoholic beers, spirits, and low-alcohol beverages. Highlight “better-for-you” qualities such as natural ingredients, organic fermentation, or functional ingredients like vitamins and adaptogens. By making non-alcoholic beverages a premium, core product line, a bar can directly meet Gen Z’s demand for health, self-care, and flavor innovation. Redefining the Venue: From “Intoxication” to “Experience” The shift in Gen Z’s social patterns requires bars to reimagine their reason for existence. If a bar is just a place for “drinking,” it will be unable to compete with at-home gatherings and new types of event venues. A bar must transform itself from a simple drinking spot into a place that offers a unique social experience. • Host activity-based social events: Organize regular weekly or monthly events centered around activities, such as trivia nights, board game nights, live music performances, or mixology workshops. • Cultivate a “third space” atmosphere: Create an environment that prioritizes community and genuine human connection. Make people feel comfortable and safe, whether they are drinking or not. This atmosphere provides a unique social experience that cannot be replicated at home, offering consumers a valuable reason to go out. Marketing Strategies for the Modern Drinker Traditional top-down advertising is largely ineffective for Gen Z, a generation of digital natives. They place greater trust in recommendations from friends, family, and relevant influencers. Successful marketing must be a two-way conversation that builds an authentic community around the brand. • Embrace a digital-first strategy: Invest heavily in social media platforms like TikTok, Instagram Reels, and YouTube. Produce short, shareable video content, such as 5-second cocktail recipes or fun behind-the-scenes clips. • Collaborate with micro-influencers: Partner with micro-influencers who have authentic niches in areas like mixology, wellness coaching, or food. • Encourage user-generated content (UGC): Create branded hashtags, filters, or remixable music to inspire users to post original content related to the brand. Use an authentic, creative, and inclusive tone, focusing on celebrating human connection and mindful drinking, and avoid outdated “party-hard” or “macho” imagery. The goal of a bar’s marketing should not be to convince Gen Z to drink but to show how the bar’s beverages and atmosphere can enhance the lifestyle they seek—one focused on health, fun, and authentic connection. Gen Z’s Preferred Drink Categories (Alcoholic and Non-Alcoholic) Preferred Categories Spirits (especially white spirits like tequila and flavored vodka), Ready-to-Drink (RTD) canned cocktails, hard seltzers, mocktails, non-alcoholic beers (e.g., Heineken 0.0), adaptogen-infused spritzers. Flavor variety, convenience, health consciousness, self-care, suits at-home socializing. Mixed or Declining Categories Traditional beer, red wine, heavy spirits. Lower consumption among women and people of color; does not align with “health” or “control” narratives; considered less novel in taste than spirits and RTDs. Goliath Consulting Group is a restaurant consultancy group based in Atlanta, Georgia. To learn more about our services including menu development, business strategy, marketing, and restaurant operations, contact us at http://www.goliathconsulting.com or email us at getresults@goliathconsulting.com
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