The latest news featuring Markiserv's President Ryan Anderson diving into social media and hashtag use, while adding color on social media success in 2025.

A stunning 94% of the world's population uses social media today, making this article of prime importance for assisting businesses in their social success.

Article Summary

In the article, Ryan Anderson, president of Markiserv, provides guidance for restaurant owners on effectively using hashtags as part of their social media strategy. Key points include:

• Limit Hashtag Use: Avoid overusing hashtags (1–4 per post is ideal) and tailor them to each post’s content to avoid algorithmic penalties.
• Optimize Content: Use relevant keywords in post text and alt text to boost discoverability, as platforms scan these for relevance.
• Focus on Local Hashtags: Prioritize community-based, targeted hashtags over high-traffic ones to connect with the right audience.
• Leverage Niche Hashtags: Use hashtags specific to your target market’s interests to build awareness and engagement.
• Encourage User-Generated Content: Branded hashtags amplify visibility through customer posts, driving engagement via social proof.
• Monitor Platform Trends: Hashtag effectiveness varies by platform, with LinkedIn offering strong visibility, while X and others show declining hashtag performance.
• Engage Locally: Partner with local influencers, participate in community events, and use location-specific hashtags to enhance reach.

A Restaurant Owner’s Guide to Mastering Hashtags in 2025

As a restaurant owner, you’re likely juggling countless tasks, from perfecting your menu to managing staff. But in 2025, a smart social media strategy—especially one leveraging hashtags—can set your business apart in a crowded digital landscape. Hashtags, when used strategically, can amplify your restaurant’s visibility, connect you with local customers, and drive engagement. Drawing from expert insights and current trends, here’s a practical guide to using hashtags effectively to grow your restaurant’s brand.

Why Hashtags Still Matter for Restaurants

Hashtags remain a powerful tool for discoverability on platforms like Instagram, TikTok, and LinkedIn, helping your posts reach users interested in your content. However, as Ryan Anderson, president of Markiserv, notes, “Understanding how, when, and why to use hashtags can make all the difference between getting noticed and getting buried in the noise.” Misusing hashtags can lead to algorithmic penalties, reducing your posts’ visibility. Done right, they can connect you with your community and boost engagement.

1. Quality Over Quantity: Choose Hashtags Wisely

One of the biggest mistakes restaurant owners make is overloading posts with hashtags. Anderson advises using only 1–4 hashtags per post, tailored to the specific content. For example, if you’re posting about a new seasonal dish, use hashtags like #LocalEats or #CityNameFood rather than generic ones like #Food or #Yummy, which are oversaturated and less likely to reach your target audience.

Action Tip: Research hashtags relevant to your cuisine, location, or niche. For instance, a vegan restaurant in Austin might use #AustinVegan or #PlantBasedEats to attract local foodies. Rotate hashtags with each post to keep them fresh and avoid algorithmic penalties.

2. Go Local to Build Community Connections

High-traffic hashtags may seem tempting, but they often pit you against larger brands, making it hard to stand out. Instead, focus on local, community-based hashtags. Anderson emphasizes, “Stick to community-based, local, and highly targeted hashtags while promoting social proof.” For a restaurant in Denver, hashtags like #DenverEats or #MileHighFoodies can attract nearby customers more effectively than #Foodie.

If you operate multiple locations, tailor hashtags to each community. A pizzeria chain in Chicago and Miami could use #ChicagoPizza for one location and #MiamiEats for another, ensuring relevance to local audiences.

Action Tip: Search for location-specific hashtags by checking what local influencers or competing restaurants use. Tools like Instagram’s search function or platforms like Hashtagify can help identify trending local tags.

3. Optimize Beyond Hashtags

Hashtags are just one piece of the puzzle. Anderson highlights the importance of keywords in your post’s text and alt text for boosting discoverability. Social media platforms now scan captions and alt text to match content with user interests. For example, a post about your farm-to-table menu should include keywords like “fresh ingredients” or “locally sourced” in the caption and alt text.

Paying for premium accounts on platforms like X or Instagram can also increase your reach. Anderson notes, “A premium account grants you more post visibility as opposed to a non-paid account.” While exact pricing varies, check platforms like x.ai/grok or help.x.com for subscription details.

Action Tip: Write captions with clear, relevant keywords and add descriptive alt text (e.g., “Freshly baked pizza at [Restaurant Name] in [City]”) to improve accessibility and discoverability.

4. Harness the Power of User-Generated Content

User-generated content (UGC) is a game-changer for restaurants. When customers post about their dining experience and use your branded hashtag (e.g., #JoesBistroVibes), it amplifies your reach and builds trust. Anderson calls UGC “the gold standard” for social media success, as algorithms prioritize content shared by users’ networks.

Encourage UGC by creating a unique, memorable branded hashtag and promoting it in-store (e.g., on menus or table tents) and online. For example, Shake Shack’s #ShakeShack hashtag encourages customers to share their burger moments, boosting brand visibility.
Action Tip: Run a contest encouraging customers to post photos with your branded hashtag for a chance to win a free meal. Share their posts on your account to foster community and increase engagement.

5. Stay Platform-Savvy and Trend-Aware

Hashtag performance varies across platforms. Anderson notes that LinkedIn offers strong hashtag visibility, making it ideal for B2B connections or promoting catering services. On X, however, hashtag use is declining due to monetization changes, so focus on keywords and engaging content. Instagram and TikTok remain hashtag-friendly, but their effectiveness is waning compared to past years.

Additionally, tap into timely trends. If your city hosts a food festival or charity event, use event-specific hashtags (e.g., #NYCFoodFest2025) and consider sponsorship opportunities to boost visibility.

Action Tip: Monitor platform trends using tools like Sprout Social or Hootsuite to see which hashtags perform best. Experiment with platform-specific strategies, like short-form videos on TikTok or professional posts on LinkedIn.

6. Partner with Local Influencers and Events

Collaborating with local influencers and food bloggers can amplify your hashtag strategy. Anderson suggests pairing with “local influencers and foodies that are well followed” to expand your reach. Invite them for a tasting or special event, and encourage them to use your branded hashtag in their posts.

Similarly, engage with local events. Sponsor a community festival or charity drive, and promote your involvement with relevant hashtags. This not only boosts your social media presence but also strengthens your community ties.

Action Tip: Identify local influencers using tools like BuzzSumo or by searching location-specific hashtags on Instagram. Reach out with a personalized invite to collaborate.

Final Thoughts

In 2025, hashtags remain a vital tool for restaurant owners, but success lies in strategy, not volume. By focusing on local, relevant hashtags, optimizing post content, encouraging user-generated content, and staying attuned to platform trends, you can elevate your restaurant’s social media game. As Anderson advises, “Keep it local and personal.” Pair your hashtag strategy with community engagement—whether through influencer partnerships or event sponsorships—to build a loyal customer base and drive real-world results.

Ready to boost your restaurant’s social media presence? Start experimenting with these tips today, and watch your posts connect with the right audience in your community.