Gone are the days where you could get the regulars through the door simply by snapping a picture of an apple pie and sharing on social media that you’re doing a two-for-one deal. With one-in-four customers engaging with brands on social media* and constantly being sold to, the result is that the novelty is wearing off.
At its best, social media doesn’t just advertise, it builds relationships. And in a market as people driven as hospitality, it’s surprising how few pubs are handing over the storytelling reins to the very people who know the venue best: the staff.
Authenticity Over Aesthetic
A branded post with a slick photo and polished caption might look nice, but it often lacks soul. Today’s audiences are craving realness. A staggering 100% of customers who follow a hospitality brand say it makes them feel more emotionally connected to that brand*. That kind of loyalty doesn’t come from a stock image; it comes from storytelling. Staff can offer that authenticity, using their own voice to talk about what’s happening on the ground, from pouring the perfect pint to prepping for quiz night.
What Audiences Want
Just over half (51%) of pub social media audiences prefer video content*, and 39% are more drawn to funny content*. Your team is already cracking jokes behind the bar, pulling pints on the fly, and bringing energy to your venue every day. Why not capture that? Short-form videos featuring staff being themselves, whether that’s introducing a new ale, joking with regulars, or walking viewers through a food special, hits exactly the kind of content audiences are more likely to engage with. Take a look at content you’ve already posted recently and see what was popular; this gives you great insight into what is resonating with your customers; and gives you a good place to start.
Behind the Scenes = Buy-Ins
When a bartender shares how they have created a new cocktail, or the kitchen team show a busy Friday night prep in action, it humanises your business. Customers start to root for your team; not just your menu. And this connection has real impact. People who feel emotionally tied to a brand are far more likely to return and recommend it to others.
Empowering Staff Builds Culture
Handing over the account doesn’t mean losing control, it means giving your team a voice. It’s a vote of confidence that says: “We trust you to represent us.” This often leads to higher morale, a stronger internal culture, and even helps with recruitment. If potential hires see a pub where the team is clearly valued and having fun, they’ll more likely want to be part of it.
From Followers to Fans
According to the State of Socials report from KAM, 26% of UK adults follow a pub, bar, or restaurant on social media**. That’s a big chunk of potential customers. When the content is relatable, human, and entertaining, those followers can quickly become superfans; advocates who tag their friends, share posts, and keep your pub in people’s minds when they’re making weekend plans.
As the staff and social stars at The Prince Albert in Battersea (@princealbertSW) put it: “We bring our unique personalities and voices to the platforms. It transforms a generic social media presence into something relatable and lively, reflecting the vibe of the pub. Who knows the pub better than the folks who are there every day?”
* KAM & BII 2025 Pub Roadmap: Creating Pub Superfans
** KAM 2025 State of Socials
