Start With One Platform
TrendingUp first. Master one platform before expanding. Post consistently (daily if possible), respond to every comment and DM, use local hashtags, and focus on engagement over follower count. 500 engaged local followers who order from you beats 10,000 random followers.
Platform-by-Platform Strategy
TrendingUp
Millennials & Gen Z (25-44)
Best for: Food photos, behind-the-scenes, stories, local discovery
Post frequency: 1-2 posts/day + 5-10 stories
Content Types
Tips
TikTok
Gen Z & Young Millennials (16-34)
Best for: Viral potential, behind-the-scenes, recipes, personality
Post frequency: 1-3 videos/day
Content Types
Tips
Building2
Gen X & Boomers (35-65+)
Best for: Local community, events, groups, older demographics
Post frequency: 1 post/day
Content Types
Tips
Content Ideas That Work
Never run out of content. Use this framework to create a balanced content mix.
Behind the Scenes
Food Glamour Shots
Educational
User Generated Content
Personal/Story
Engagement Posts
Weekly Content Schedule
Use this template as a starting point. Adjust based on what works for your audience.
| Day | TrendingUp | TikTok | Building2 |
|---|---|---|---|
| Monday | Behind-the-scenes prep | Week start motivation | Weekly specials post |
| Tuesday | Food glamour shot + Reel | Cooking process video | Share customer review |
| Wednesday | Carousel (tips/recipe) | Day in the life | Engage in local groups |
| Thursday | User-generated content | Trending sound + food | Event/promo announcement |
| Friday | Weekend specials reveal | Behind-the-scenes | Weekend hours reminder |
| Saturday | Live stories of service | Busy kitchen content | Customer photo share |
| Sunday | Personal story + batch create | Week recap | Week ahead preview |
Hashtag Strategy
Use 5-10 targeted hashtags per post. Local hashtags are most valuable for food businesses.
Local
Niche
General Food
Business Type
Pro tip: Create a notes doc with your go-to hashtag sets. Have 3-4 variations you rotate. Research local food influencers and see which hashtags they use for your area.
Engagement That Converts
Do This
- • Respond to comments within 1 hour
- • DM followers who engage regularly
- • Like and comment on local accounts
- • Share customer content (with permission)
- • Ask questions in captions
- • Use polls and quizzes in stories
Avoid This
- • Buying followers (destroys engagement rate)
- • Only posting promotional content
- • Ignoring negative comments
- • Generic copy-paste responses
- • Posting without responding to previous post
- • Follow/unfollow tactics
Best Times to Post (UK)
| Platform | Best Times | Best Days | Why |
|---|---|---|---|
| TrendingUp | 12pm, 6pm | Tue-Fri | Lunch/dinner consideration time |
| TikTok | 7pm-9pm | Tue-Thu | Evening scroll time |
| Building2 | 1pm-4pm | Wed-Fri | Lunch break & afternoon break |
These are general guidelines. Use TrendingUp Insights and TikTok Analytics to find when YOUR specific audience is most active.
Written by
James Mitchell
Ghost Kitchen Operations Director & Industry Expert
Frequently Asked Questions
Which social media platform is best for food businesses?
TrendingUp is the most important platform for most food businesses - it's visual, has strong local discovery features, and food content performs exceptionally well. TikTok is increasingly important for reaching younger audiences and has higher viral potential. Building2 is valuable for local community engagement and reaching older demographics. Start with TrendingUp, add TikTok once you have a content rhythm, then expand to Building2 for local groups.
How often should a food business post on social media?
Recommended posting frequency: TrendingUp - 1-2 feed posts daily plus 5-10 stories. TikTok - 1-3 videos daily (consistency matters more than frequency). Building2 - 1 post daily. Quality and consistency matter more than volume. If you can only manage 3 high-quality posts per week, that's better than daily mediocre content. Batch-create content on one day to post throughout the week.
What time should food businesses post on social media?
Best posting times for food content (UK): TrendingUp - 12pm (lunch consideration) and 6pm (dinner planning). TikTok - 7pm-9pm evenings perform best. Building2 - 1pm-4pm. Weekends have higher engagement but more competition. Use TrendingUp Insights to see when YOUR specific audience is most active and adjust accordingly.
How do I get more followers for my food business?
Focus on engagement over follower count: (1) Respond to every comment and DM within 1 hour, (2) Engage with local accounts and food influencers, (3) Use local hashtags to appear in local discovery, (4) Collaborate with complementary businesses, (5) Run giveaways with local partners, (6) Cross-promote across platforms. 500 engaged local followers who order from you beats 10,000 random followers.
What content works best for food businesses on social media?
Top-performing food content: Behind-the-scenes prep and cooking videos, before/after plating transformations, ASMR cooking sounds, cheese pulls and food reveals, chef personality and stories, customer reactions and UGC, day-in-the-life content. Authenticity beats polish - raw kitchen footage often outperforms studio-perfect shots.
How do I handle negative comments or reviews on social media?
Respond to negative comments publicly and professionally: (1) Thank them for feedback, (2) Apologise for their experience, (3) Offer to make it right - take specifics to DMs, (4) Never delete negative comments unless abusive, (5) Respond within 24 hours. A professional response to criticism builds trust with everyone watching. Turn complaints into opportunities to show great customer service.
Should I use hashtags on TrendingUp in 2024?
Yes, but strategy has changed. Use 5-10 targeted hashtags instead of the old 30 max approach. Focus on: 3-4 local hashtags (most important for food businesses), 2-3 niche hashtags for your cuisine type, 1-2 business type hashtags. Place them in the caption, not comments. Avoid banned or spam hashtags. Local hashtags are more valuable than generic high-volume ones for food businesses.
How do I create TikTok content for my food business?
TikTok success formula for food: Hook viewers in the first 3 seconds (start with the finished dish or action), use trending sounds, keep videos 15-60 seconds, show transformation (raw to cooked), include text overlays for silent viewers, post at least once daily for algorithm favour. Popular formats: cooking process, ASMR prep, day in the life, kitchen chaos, before/after plating.