As Mark Zuckerberg announced a new change to Facebookโs algorithm, restaurants are going to find that Facebook is an even harder beast to tame.
Promoting your restaurant with the new Facebook algorithm changes could be tough.
But donโt think that the time you have invested growing your restaurantโs following on Facebook is wasted. In this post, weโll show you how you can still use your Facebook page to promote your restaurant for free.
What the heck is the Facebook algorithm anyway?

Before we get carried away, there may be a few of you who still arenโt sure on exactly what Facebookโs algorithm is or what it does. No sweat, the rest of us still arenโt 100% sure. And the truth is, unless you work at Facebook, you will never know exactly how it works.
Facebookโs algorithm has changed dozens of times over the years. In the early days, it used just to show the most recent content, irrespective of who posted it. Naturally, this made it easy for businesses to spam content to ensure that they appear high in peopleโs newsfeeds.
Later, the algorithm became centered around engagement and shares. The content that was deemed the most engaging was pushed to the top of the feed, even if it wasnโt the most recent content.
In March, Mark Zuckerberg announced that Facebookโs algorithm would change once again to make sure that โthe time we all spend on Facebook is time well spent.โ What this meant, in plain language, was that content from businesses and brands wouldnโt get in the way of personal content anymore. The algorithm would shift to help users feel genuinely connected to their community and, therefore, more likely to stay on the site.
Of course, this will make it much harder for businesses to be seen organically in newsfeeds. Yes, it will be harder. But it wonโt be impossible. It still is and will be possible to promote your restaurant even with the new Facebook algorithm. And weโre going to show you exactly how to do so.
Read our post on 7 ways to increase Facebook Engagement for Restaurants
How to Promote your Restaurant Using Facebook’s New Algorithm
1. Use Facebook Live From Your Kitchen

A few years ago, Facebook was all about pictures. But now Facebook wants to become the biggest video platform in the world. To this end, it is making videos more prominent than ever in newsfeeds. If youโve already been posting videos on Facebook, you should have already noticed the increased reach they are receiving. Thatโs because they are actively rewarding companies that upload their videos to Facebook directly, rather than linking to YouTube.
If you want to make a bang with videos, make Facebook Live a key part of your strategy. Of all video formats, Facebook is giving Facebook Live the most reach. Not only will it appear high in newsfeeds (even after youโve stopped recording) it will also notify your followers that you are live. This makes Facebook Live so much more powerful than any other form of content. By directly pinging your followers when you go live, Facebook gives you the best chance of making an impact.
But what do you post a video of? One topic weโve seen our clients have success with is videos of your restaurantโs kitchen. Everyone wants to see behind closed doors, and so these videos can prove incredibly popular. Itโs also a great way to promote your dishes and show everyone how clean and tidy your kitchen is!
2. Bring Back Website Visitors with Retargetting Ads

One of the big privacy issues that were brought up when Zuckerberg was grilled before Congress was the retargeting ad function of Facebook that lets you target Facebook ads at people who have previously visited your website. This is a fantastic way to encourage repeat business or to give potential customers the nudge they need to make an order.
One way we suggest restaurants use this is when users fail to complete an online order. When you have the Facebook pixel installed on your website, its possible to serve a specific ad to every Facebook user who began placing an order but who never paid. Providing a discount and giving them an incentive to come back and try your food is a great way to secure a lifelong customer.
3. Up Your Instagram Game

Today, Facebook is much more than just Facebook. As well as owning social messaging service Whatsapp, Facebook also owns Instagram. As such, Instagram posts often receive an extra boost in reach from Facebook as the platform seeks to encourage cross-app usage.
If your restaurant isnโt already established on Instagram, now is time without any delay. Instagram is a restaurateurs dream and is the perfect way to promote your dishes and offers to hungry followers.
Use filters to make your posts pop or go all out and promote gift cards on Instagram. Whatever you do, make sure you have your Facebook and Instagram accounts set up to post Instagram posts to your Facebook page automatically.
4. Conversations and Discussions

One of the key reasons this algorithm change is taking place is because Zuckerberg is trying to make Facebook a more social place. That means if you want to have your restaurant make an impact, you need to get a conversation started with your followers. Thatโs why posting conversational, discussion-driven content is going to be key.
We recommend restaurants post socially powerful and emotionally driven content. Forget vapid, clickbait posts aimed at getting likes, and instead, post content aimed at getting a genuine response. Maybe there is a cause in your community that your restaurant could get behind, or you can spark a discussion on the environment and plastic waste.
Whatever it is, make sure you donโt cross the line between discussion and promotion. Nothing will be a bigger turn off to users than a business trying to jump on a charitable cause in order to self-promote.
5. Make it Visual

Even though Facebook is trying to become more video-based, images are still incredibly important and effective. Whether it is your dishes or your restaurantโs interior, make sure you use them in all of you Facebook posts. You really shouldnโt be posting anything that doesnโt also have a video or image to go with it.
If you havenโt got any photos yet, Canva is a great tool for making eye-catching images. If you want proof of how good it is, just take a look at this blog. All of the header images have been made on Canva without needing a degree in graphic design!
6. Grow Audience With Quality Facebook Ads

All of this isnโt to say that you should forget about Facebook ads or stop investing in them. Facebook still has one of the best advertising platforms in the entire worldโonly Google is a match when it comes to the reach you are able to achieve. You can bet your bottom dollar that your target customers are handing out on Facebook and Facebook ads are a great way to find them.
One of the ways to ensure your page remains relevant on Facebook is to keep growing your audience. Sure, organic content will help, but paid ads are one of the most effective ways to get your restaurant in front of new potential customers. Weโve talked before about how coupons, special offers, and image-rich ads can make your restaurant stand out from the crowd and weโre not going to stop banging on about it here.The most effective Facebook strategy in 2018 is one that combines paid ads and organic content.
Need Help?
It takes a lot of time, effort and experience to make Facebook work for your restaurant. But when it does, it is an incredibly powerful marketing tool. If you need help getting started or rebooting your Facebook page, reach out to us for a free consultation. We’re here to help!
Next Steps:
- Schedule a free 30-minute consultation with one of our marketing experts to develop a customized marketing strategy for your restaurant.
Don’t let your competitors claim a bigger slice of the market. Take action today and watch your restaurant’s success soar!
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