Let’s be honest—social media can feel like the worst part of modern marketing. Give me an old school billboard, a KEXP on-air ad, or a trip to the nearest print shop to poster UP. Endless algorithm changes, CONTENT goals, chasing trends (please don’t), and the constant pressure to “be original” can make even the most seasoned marketer hurf a little. For the food centric community, the struggle is real. You’re busy running kitchens, managing staff, growing your new CPG brand, collaborating—posting yet another Reel or TikTok isn’t exactly high on your priority list. But here’s the truth: social media isn’t going anywhere, and the brands that show up consistently are the real ones. Like it or not, you’re on the wheel, now energize.

Typically, your audience is on social media (we will address this in the next post, Mr. Devil’s Advocate). Whether you’re targeting diners looking for their next favorite brunch spot, travelers booking boutique stays, or busy shoppers scrolling for better snack options, platforms like Instagram, TikTok, and even LinkedIn are where decisions are made. Ignoring that reality means leaving money on the table—and customers out of the loop. Sure, the effort might feel thankless at times (hello, four likes on a reel that took hours), but the ROI is in the long game. The brands that stick with it—showcasing their personalities, sharing behind-the-scenes stories, and creating value—build relationships that turn into loyalty and sales.

The trick is to stop treating social media like a chore and start treating it like part of your strategy. Post content that is creative, inspires, or makes someone’s day just a little brighter. We aren’t scrolling for the bummer stuff. If you’re a restaurant, share stories of your farmers and purveyors, or post how many Detroit-style pizzas you sold end of year. Impressive numbers? Special skills? If you’re a CPG brand, share your product with it’s ideal customer. And if you’re in hospitality? Make potential guests feel what it’s like to stay at your space through stunning visuals and thoughtful captions, embodying the hospitality they would expect when they visit in person. Content doesn’t need to be perfect (far from it, in fact); it just needs to be consistent and authentic. That’s how you build a community that wants to be IRL, which is the point of this all, right?

At the end of the day, social media might suck - literally, your time - but it’s still one of the most effective ways to build a brand. And if you’re in culinary, hospitality, or CPG, your product is already inherently visual, emotional, and experiential—the perfect fuel for a strong social presence. Treat the daily socials like it’s your job, because it is. And if you don’t have time? Hire someone who can make it sing. Your brand—and your bottom line—will thank you.