Stop Posting and Start Performing: Why Your Social Strategy Isn’t Working

We’ve all heard it before: “Just post consistently and the followers will come.”

That advice might have worked in 2017. But in 2025, it’s not enough to just show up—you have to show up strategically. At Billy Boy Studio, we’ve worked with bars, restaurants, and hotels all over NYC who post regularly… and still get zero traction.

The problem isn’t the algorithm. It’s your approach.

Here’s why your hospitality brand’s social media strategy isn’t working—and what to do instead.

1. You’re Posting Without a Plan

If your feed is a mix of random food shots, event flyers, and outdated promos, your audience has no idea what to expect from you—and neither do you.

Social media without strategy is just noise.

Fix it:

Create 4–6 content pillars and build around them. For example:

• Signature dishes or drinks

• Atmosphere and interiors

• Staff moments and stories

• Guest content and testimonials

• Events and specials

• Behind-the-scenes prep

We build this content framework for every BBS client, so every post plays a clear role in brand growth.

2. You’re Only Posting Photos

Instagram and TikTok are prioritizing video, and if you’re not playing the game, you’re invisible.

Static content isn’t dead—but it’s no longer the driver.

Fix it:

• Start with simple Reels: cocktail pours, crowd pans, menu walkthroughs

• Film vertical content during every shoot

• Use trending audio (strategically)

• Mix polished edits with quick behind-the-scenes footage

• Keep videos short, snackable, and on-brand

We handle all of this for our clients—from concept to shoot to edit. You don’t need to go viral. You just need to stay visible.

3. You’re Not Showing People

Too many hospitality brands only post photos of empty rooms or untouched food. The result? A feed with zero energy.

People don’t want perfection—they want personality.

Fix it:

• Feature your staff: bartenders, chefs, servers, hosts

• Capture guests (with permission) during great moments

• Highlight community and regulars

• Let your audience see themselves in your space

Faces build trust. Stories build connection.

4. You’re Not Using Branded Templates

If every flyer, story, and event post looks different, your brand loses recognition. Inconsistent visuals confuse people—and confused people scroll on.

Fix it:

• Use branded templates for events, specials, and announcements

• Stick to a clear color palette and font system

• Treat your Instagram like a mini-magazine, not a notice board

We create these templates for BBS clients so their feeds stay cohesive and on-brand, even between shoots.

5. Your Captions Are an Afterthought

Captions are where you build voice, tell stories, and drive action. If your captions are generic or rushed, you’re missing a huge opportunity.

Fix it:

• Write how you speak—witty, confident, clear

• Tell micro-stories (behind a drink, an event, a team member)

• End with a call to action (“Book now,” “Tag your crew,” “RSVP in bio”)

• Break up long text with line spacing and formatting

We offer caption strategy and copywriting support as part of our monthly content packages, because your voice matters just as much as your visuals.

6. You’re Ignoring Data

You can’t grow what you don’t track. If you’re not looking at what’s working, you’ll keep wasting time on content that doesn’t perform.

Fix it:

• Review your insights weekly or monthly

• Track engagement, reach, saves, and shares—not just likes

• Double down on content types and formats that drive action

• Learn from flops (they’re part of the process)

We provide performance reports to all BBS retainer clients so they always know what’s clicking and what’s not.

7. You’re Not Leveraging Stories or Highlights

Your feed gets you discovered. But Stories build loyalty—and Highlights keep it organized.

Fix it:

• Post Stories daily: behind the scenes, specials, polls, events

• Use stickers and interactive elements (polls, sliders, Q&As)

• Archive your best stories into branded Highlights (e.g., “Cocktails,” “Events,” “Menu”)

Stories are where casual browsers turn into followers—and Highlights give them a place to explore.

8. You’re Talking at People, Not With Them

Hospitality is about connection. Your content should feel like a conversation, not a broadcast.

Fix it:

• Respond to every comment and DM

• Ask questions in captions and polls

• Reshare UGC and guest tags

• Show appreciation for your regulars and team

We handle engagement for our clients as part of content management—because content without community is a missed opportunity.

Bottom Line: Stop Posting. Start Performing.

Posting for the sake of posting is a waste of time. The hospitality brands that win online are the ones treating social media like part of the guest experience—curated, intentional, and alive with personality.

At Billy Boy Studio, we turn bar, restaurant, and hotel social feeds into performance tools that drive real business. We plan it. We shoot it. We write it. We post it. And we make sure it works.

If you’re ready to trade chaos for clarity—and growth—let’s talk.

📩 Ditch the guessing. Build a strategy.

Visit www.billyboy.studio or DM us @BillyBoyStudio