Modern consumers are increasingly relying on social media for purchase decisions. If in the past text reviews were the validation source, nowadays the goldmine is in visuals. In this article you will learn why social media images and videos are a key asset for food businesses like restaurants.
My latest marketing research observation
Last night, my girlfriend and I went out for dinner. We had a date at the best pizzeria in Spain and oh my goodness, that Truffle Bufalina was delicious. It was late but my marketer eye was still awake, constantly observing the behavior of other diners. Besides us, four friends in their 30s caught my attentions.
While deciding what to order, they were not reading the menu. They were scrolling through the Instagram feed of the pizzeria!
This morning, still flavoring those truffle flavors, I complied my marketing research in this article. After reading, you will have a practical guide on how to incorporate visuals into your restaurant marketing strategy. For happier customers and more profitability!
The shift towards visuals
Modern restaurant discovery and decision making are increasingly visual. Short videos, food images, and visuals on platforms like TikTok and Instagram are replacing long text reviews as the primary source of social proof for many diners.
Younger audiences in particular are using social content as a first filter when choosing where to eat. A 2025 survey found that a large share of Gen Z and younger millennials have visited a restaurant because of social media content, and for many social platforms are now the primary discovery tool (source: Business Insider).
The benefits are twofold. For consumers, seeing the actual appearance of a meal helps decrease uncertainty, reducing the decision-making efforts. As a result, brands can experience a faster ordering time and more sales.
Why visuals beat text for discovery and trust
Visuals convey context that text cannot. A thirty second video shows portion size, plating, table ambience, background noise, lighting and the energy of service. A photo of a dish can say more about flavor and texture than any textual description would.
“Tell me and I forget. Teach me and I remember. Involve me and I learn”.
Benjamin Franklin
Platforms built around short-form video and photos have become the new discovery engines! Research shows high conversion from platform exposure to visits. Many users report dining at restaurants after watching TikTok content, and a majority check social profiles before visiting. Visual-first discovery is also faster to process neurologically. When people scroll, an engaging image or moving food shot triggers attention and aspiration far more reliably than a paragraph of text (source: Cropink).
User generated content in the food industry matters
User generated content is perceived as more authentic. Multiple studies show consumers consider UGC more trustworthy than brand-created photos or videos. That trust gap matters because authenticity reduces perceived risk. When a real customer posts a close-up of melted cheese on pizza or a colorful salad, it will influence the decisions of prospect guests more than polished brand content (source: Bazaar Voice).
UGC images also provide social proof. A restaurant with a feed full of guest photos signals consistent quality and a strong customer base. Conversely, a strictly curated feed of brand photography (or even worse, AI-generated content) can look aspirational but hollow if there are few real diners supporting the claim. For younger audiences, authentic micro-influencers and everyday customers often matter more than celebrity endorsements!
How to include visuals strategically
Visual content does two jobs. First it attracts attention during discovery. Second it reduces friction at the point of decision. To serve both functions, visuals should be organized and distributed across three channels.
- Owned social profiles. Instagram and TikTok remain primary touchpoints. Create a content mix that shows popular dishes, behind the scenes, staff moments and reviews.
- Business profiles and search. Your Google Business Profile and local listings should contain a curated but realistic gallery. Google reports businesses with photos receive more requests for directions and more clicks to websites (source Respondelligent).
- Owned website. Visuals on the website convert. Include a rotating gallery of guest photos, short embedded social videos and a clear section for recent reviews with images. This gives users who arrive via search or referral the same visual reassurances they would get on social platforms.
Encouraging user generated content for restaurants
- Make the experience social friendly. Intentionally design a few Instagrammable moments: a well lit corner, a signature tile, interesting plating, or a neon sign with a short phrase relevant to the brand. For instance, the most popular Italian restaurant in my city serves a delicious, saucy truffle pasta from within a Parmesan wheel! And yes, I like truffle.
- Request UGC at the restaurant. Train staff to invite guests to tag the restaurant or add a small note on receipts or menus asking customers to share images. Another winning strategy that only few adopt is having a dedicated hashtag.
- Offer small incentives. Incentives do not need to be extravagant. Discounts on the next visit or a free coffee for a tagged photo, for example. But ensure you make the rules simple and transparent to avoid perceptions of paid reviews.
- Curate, do not fabricate. Repost and credit real guests. Also, display UGC in a gallery on your website and on screens in the dining room. This increases the perceived authenticity of your brand and encourages more posting. And don’t rely primarily on influencer push. Micro-influencers and everyday diners generate stronger social proof among local audiences.
Last tip: Avoid AI generated visuals
AI imagery is increasingly detectable and consumers are growing skeptical of inauthentic content. Using AI images risks eroding trust, especially for a category where sensory experience matters. A blurred line between real and synthetic content also creates reputational risk if consumers feel misled. If the goal is to convert visits and build loyalty, real images and videos from real customers produce better long-term value. And if they are not perfect, even better.
Conclusion
Visual content is now a primary driver of restaurant discovery and trust. Consumers rely on real images and videos to infer portion, quality, and atmosphere. In this environment, user generated content (UGC) outperforms branded content in authenticity and influence.
Here’s a recap of what you should prioritize:
- Invest in visuals that show the real experience.
- “Make it Instagrammable”! Make your venue and food easy to photograph.
- Encourage guests to contribute images and videos.
- Display those assets across Google, social profiles, and your website.
