Social media playbook for cafes and coffee shops
A cafe sells a feeling as much as a coffee: the morning ritual, the corner table, the pastry that sells out by ten. Social media keeps you in people's routine. Show the drinks, the bakes and the place, and post what's fresh today.
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What social media is for, for a cafe
Be part of people's routine: remind them you're there, and give them a reason to come today.
Where to post
Best first. You don't need every app; these earn their time.
Instagram
Drinks, bakes and the space. Where people look for a nice place to sit.
TikTok
Latte art, pouring and baking clips reach people nearby.
Pinterest
People save cafe spots and drink ideas. Good for seasonal drinks.
What to post
Four kinds of post, with ideas you could make this week.
Today's counter
What's fresh this morning. It gives a reason to come now.
- The counter at 8am
- Today's bake just out of the oven
- Last two cinnamon buns
The craft
Pouring, steaming, the beans and where they're from.
- Latte art in slow motion
- Meet our new single origin
- How we make our cold brew
The place
The corners, the light, the people who work there all day.
- The best seat for working
- Rainy day in the cafe
- Meet the barista who knows your order
Seasonal and new
New drinks, seasonal menus and events.
- Autumn drink is back
- Open mic Thursday
- New oat milk supplier
A simple week
One post a day. Share each one to the other platforms above.
- MondayFresh bake of the day
- TuesdayLatte art clip
- WednesdayMeet the barista
- ThursdayNew or seasonal drink
- FridayWeekend brunch preview
- SaturdaySaturday morning rush
- SundayQuiet Sunday corner
Opening lines that work
The first line of a reel or caption decides if people keep watching. Make them your own.
- This sells out by 10am.
- The drink our regulars won't tell you about.
- Watch the pour.
- The best seat in the house, if you're early.
- New on the counter today.
Mistakes to skip
- Only posting the logo or quotes. Show the food and drinks.
- Posting the pastry after it's sold out.
- No opening hours or address in the profile.
How to tell it's working
- People mentioning a post at the counter.
- Saves on drink and bake posts.
- Directions and website clicks from your profile.
Run this playbook without the daily work
- Makes daily posts and reels from your menu and website, in your cafe's look.
- You approve the week with a tap, or switch on autopilot (Growth and Pro).
- Answers 'are you dog friendly?' or 'is there wifi?' in comments on Growth and Pro.
- You approve each post with a tap, or switch on autopilot on Growth and Pro.
Questions people ask
How often should a cafe post?
Once a day is a good rhythm for a cafe, because what's on the counter changes daily. If that's too much, three or four times a week is fine.
What gets a cafe noticed on social media?
Something people can only get from you: a signature drink, a bake that sells out, a corner worth sitting in. Post it often.
See your own posts first.
Paste your cafe's website and Socialhand makes a reel, a carousel and posts for all 8 platforms, free. If you like them, plans start at $97 a month.