When I first started my hospitality business way back in 1999, the world was a very different place. Yes, the internet existed, but it was a far cry from the fast-paced, all-encompassing digital landscape we know today. Back then, you had to plug your computer into the phone line, dial up, and wait for the screechy, grinding noise of the modem to connect you to the internet. And when you did finally get online, there wasn’t much to do other than send an email or search for a company – if you could find one. Websites were rudimentary, and social media simply didn’t exist.
I started my first venue, a small local café bar, in a converted butcher's shop that had sat empty for 10 years. It was tiny – only 20 seats to begin with. We served our local community and knew that our business depended entirely on them. Marketing was simple: word of mouth. We focused on delivering something exceptional. I had worked in fine dining environments and knew what ‘best in class’ service looked like. I was passionate about quality, exceptional customer service, and creating an environment where people felt valued, spoiled, and like they belonged.
The success of that first venue didn’t come from clever marketing or advertising; it came from purpose. We built a place that was an extension of ourselves – a place we wanted to be. From a cracking playlist to quirky touches like playing French tapes in the toilets, we gave people something to talk about. Our customers became our marketers. They told their friends, brought them in, and so the community grew. It was organic, authentic, and purpose-driven. We knew our customers because we saw them every day. They were our neighbours, our friends, our tribe.
Fast forward to today, and the world has changed beyond recognition. Social media is now the go-to for marketing, particularly in hospitality. When Facebook first arrived, it was revolutionary. Suddenly, we could talk to our customers even when they weren’t in our venues. We could show them what they were missing and tempt them back through our doors. It worked brilliantly. Businesses that understood how to use social media quickly built huge followings and reaped the rewards. But now? The game has changed again.
Why Social Media Isn’t Working
1. The Noise
Social media has become impossibly crowded. There are too many platforms, too many businesses, and too much content. Before you even decide what to post, you need to figure out where to post. Instagram, Facebook, TikTok, Twitter, LinkedIn – the list goes on. No hospitality business has the time, energy, or resources to be everywhere at once.
Even if you pick one or two platforms, you’re still competing in an endless sea of content. Photos of beautiful food and drinks? Everyone is doing it. A slick video of your team making cocktails? Every bar on the planet has one. The sheer volume of content means customers have become immune. They scroll past your post without really seeing it.
Platforms themselves are also overwhelming. Think about Instagram’s feed. It’s no longer just images of friends or your favourite brands. It’s ads, influencer content, reels, and stories – all demanding attention. In this chaotic landscape, how can a small hospitality business compete?
2. Lack of Relevance
Social media has created a disconnect between businesses and their customers. In the early days, it felt like a direct line to your audience. You could talk to your people. Now, algorithms decide who sees your posts, and even then, you’re competing for their attention against global brands, influencers, and viral trends.
Worse still, much of what customers see is irrelevant to them. That beautiful cocktail? It’s from a bar in New York. That mouthwatering burger? It’s in Australia. Social media bombards people with content that has nothing to do with their lives. So, they switch off.
The irony here is that social media, which began as a way to build connection, now often breaks it. If you’re not speaking directly to the people who matter most – your community – your message is lost in the noise.
3. Constant Change
The social media landscape moves too fast. Yesterday’s hot new platform is today’s ghost town. Algorithms change constantly, and what worked last month doesn’t work now. Businesses are stuck on a hamster wheel, trying to keep up with trends, create new content, and beat the competition. It’s exhausting, time-consuming, and often futile.
Consider how video content has become a priority. TikTok exploded in popularity, forcing businesses to pivot. Suddenly, images weren’t enough – you had to be creating short, engaging videos. Then Instagram introduced reels to compete, and now even YouTube is pushing its own short-form videos. The result? Hospitality businesses are investing more time and money into content creation, only to see diminishing returns.
4. Commodification
Social media has become a ‘must-do’, not a choice. Businesses feel they have to be on it, but it’s no longer delivering results. It’s just another cost – whether that’s your time, your team’s time, or the money you spend outsourcing to a social media manager.
Even when you get it right, the results are short-lived. That brilliant reel that went viral? It’s copied by 100 other businesses the next day. The creativity, effort, and money you put into it are quickly diluted. Viral content doesn’t guarantee long-term engagement, and it doesn’t necessarily bring people through your doors.
Worse, social media has shifted the focus from quality to quantity. Businesses feel pressured to post constantly to stay ‘visible’, but churning out mediocre content does more harm than good. It’s not just exhausting; it’s counterproductive.
The Real Problem
The fundamental issue is that social media has become a substitute for purpose. Businesses are so focused on chasing likes, shares, and followers that they’ve forgotten what really matters: their customers.
When I first opened my bar, I wasn’t thinking about how to ‘grow my following’. I was thinking about the people in my community. How could I serve them? How could I create a space where they felt valued, connected, and cared for? That purpose was at the heart of everything we did. It’s why people came, stayed, and brought their friends. It’s why that tiny bar became a thriving, award-winning business.
The Answer: Go Back to Basics
The businesses that are thriving today have one thing in common: they’ve gone back to basics. They’re not chasing trends or trying to beat the algorithm. They’re focused on their purpose, their people, and their community.
1. Find Your Purpose
Why does your business exist? What do you stand for? If the answer is ‘to make money’, you’ve missed the point. Your purpose is what sets you apart. It’s what makes people care. It’s why they’ll choose you over the place down the road.
Purpose-driven businesses are magnetic. People connect with them emotionally. They feel like they belong there. And when they feel that way, they’ll do your marketing for you. They’ll tell their friends, post about you, and bring people through your door.
2. Serve Your Community
Whether your community is local or niche, focus on serving them. Understand who they are, what they want, and how you can exceed their expectations. Make them feel valued, seen, and cared for. Your community will become your biggest advocates.
3. Deliver Excellence
In hospitality, the experience is everything. Be exceptional in what you do. Pay attention to the details. Create an environment where people want to spend time. Surprise and delight your customers. Give them stories to tell.
4. Let Word of Mouth Do the Work
The best marketing isn’t what you say about yourself; it’s what your customers say about you. Social media should be a tool for word-of-mouth promotion, not a replacement for it. Focus on creating experiences worth talking about, and your customers will do the rest.
Stop Chasing Social Media Trends
If you’re pouring time and money into social media and not seeing results, stop. Step off the hamster wheel. Stop looking at your competitors and start looking inward. Why are you doing what you’re doing? What makes your business special? What stories are you telling?
The businesses that are succeeding today aren’t the ones with the best social media strategy. They’re the ones with purpose, vision, and a deep understanding of their customers. They’re not trying to be the latest TikTok trend; they’re focused on being the best at what they do.
Are You a Purpose-Driven Business?
If you’re not sure where to start, take our quiz to find out if you’re a purpose-driven business. Discover what matters most to your customers, reconnect with your vision, and learn how to build a business that people love, remember, and talk about.
Stop trying to win at social media. Start winning at what really matters: serving your customers with care, excellence, and purpose.
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