“Googling” has long been consumers’ go-to method for finding new coffee shops and cafes to try out… and for many, it still is.
SOCi’s 2024 Consumer Behavior Index Report found that 72% of consumers choose Google to look up info about local businesses, followed by 51% going straight to Google Maps.
But behind Google in third, fourth, fifth, and sixth place?
Social media apps.
Using social media to search for (or accidentally discover) new coffee shops and cafes is becoming increasingly popular, especially among Gen Z consumers.
So, in this blog, we’re talking about why coffee shop social media is worth paying attention to, from why people prefer social media searching (and what they like best about it) to how you can get discovered through your coffee shop’s social media.
Ready to get more social?
Why coffee shop social media is the future of discovery
As we said before, using social media as a search engine is becoming more and more popular.
But, while 8 in 10 consumers (of all ages!) search online for business info at least once a week, no demographic has a social-first mindset quite like Gen Z.
In SOCi’s 2024 CBI Report, Gen Z consumers named Instagram and TikTok as their top two search tools, with Google Search and Maps falling to third and fifth place, respectively. 48% of Gen Z consumers turn to social media for reviews, too, with Instagram and TikTok earning the title of “number one review source” for the 18-24 crowd.
So, there’s no denying that Gen Z and social media go together like a cappuccino and a croissant…
But why should coffee shops care so much about what Gen Z prefers?
Because, statistically, Gen Z is your coffee shop’s most frequent flyer.
TouchBistro’s 2025 US Diner Trends Report shared that 20% of Gen Z consumers go out for food and drink daily, with 64% ordering takeout or delivery at least once a week.
And, when asked if they had plans to decrease their eating out habits, the younger generation said “absolutely not.” TouchBistro reports that 50% of Gen Z respondents “plan to order takeout/delivery more often” this year!
Now, do you have to cater to Gen Z by amping up your coffee shop social media efforts? No.
But should you? Damian Rollison, Director of Market Insights at SOCi, says “yes.”
“The old guard of search engines is being challenged as younger shoppers turn to Instagram and TikTok for search and discovery,” says Rollison. “For businesses, a robust presence on these platforms isn’t just beneficial – it’s critical to winning market share with younger consumers.”
And here’s how you do it.
The best way to get your coffee shop’s social media discovered
There are a million different strategies to help your coffee shop’s social media get discovered, from writing top-tier captions and splurging on photos to using keywords and meticulously following algorithm rules.
However, recent social media stats suggest that one newer approach reigns supreme:
Short-form video content.
By definition, short-form video content is any super-short video of 60 seconds or less, but there’s no “rule” about the content itself.
Short-form video content could be anything from a 20-second Instagram Reel showing off your barista’s latte art to a 60-second TikTok on the difference between a cortado and a flat white.
Regardless of the kind of videos you make, the most important thing is that you’re actually making them, because short-form video content is what people want most right now.
According to a WyzOwl survey:
- 83% of consumers “want to see more videos from brands in 2025”
- 87% of consumers have been convinced to buy something after watching a video
- 78% of consumers say they’d prefer watching a video to learn about a product or service
(Plus, 93% of marketers say their video efforts have a strong return on investment, too.)
So, since short-form video content is where it’s at for coffee shop social media this year…
Let’s get this short-form video train rolling with our top three tips ‘n’ tricks!
Three coffee shop social media tips for short-form content
1 — Choose the best social media platform for what you need
TikTok, Instagram, and Facebook are the best platforms for short-form video… but the one that’ll work best for your coffee shop depends on your marketing goals.
| Platform | Is Best For… |
| TikTok | Reaching brand-new audiences Influencing purchases + increasing salesCollaborating with other brands + creators |
| Boosting local visibilityReaching an already-interested audience Building your brand image + online presence | |
| Cost-efficiency and ease of use Posting a variety of content typesReaching “wide, diverse [audiences]” |
So, which of the three platforms should you start with?
According to Deena McKinley, Managing Partner and Founder of Maverick Marketing Solutions, LLC, it doesn’t matter which one you start with — as long as you’re just starting with one.
“Coffee shop owners and operators often have limited time and resources for social media,” explains Deena. “That’s why I always suggest beginning with a single platform, developing a strategy and cadence that works for you, and then building from there.”
2 — Start posting your first short-form videos (with these ideas)
The best way to get started with short-form video content is to just get started!
Here are a few video ideas to help you get the ball rolling.
- Hop on a recent viral trend (i.e., “I Can Hear Just Fine”)
- Share a menu “hack” or secret Starbucks-inspired customization
- Share an exciting update, like announcing a new seasonal menu item
- Duet, stitch, or remix an existing video and/or user-generated content (UGC)
- Give folks a behind-the-scenes look at your coffee shop with a “Day in the Life” video
And remember:
Your coffee shop’s social media content doesn’t always need to be perfectly scripted or professionally filmed.
“There’s certainly a time and place for formal, scripted, and beautifully edited video marketing,” says Gabrielle Herrera, Community Growth Sr. Marketing Manager at HubSpot. “[But] don’t discount the value that UGC and peer-based perspectives can bring to your video marketing strategy!”
3 — Follow best practices to increase your chances of going viral
Unfortunately, we don’t have a magic formula to guarantee your short-form video goes viral…
But we do have a list of best practices that’ll help you make your videos the best they can be.
- Always add on-screen captions to your videos
- Not only are on-screen captions good for accessibility, but most folks watch short-form video content on mute, anyway. Adding them means everyone wins!
- Focus on consistency instead of perfection
- Consistently showing up on social media is how you build engagement and loyalty. Plus, nobody wants perfection online anymore; authenticity is in.
- Start with a hook to grab people’s attention
- If you want your audience to stop scrolling and watch your videos, grab their attention with a hook. Make your video impossible to scroll past!
- Encourage audience engagement (and respond!)
- Ask questions in the caption and encourage them to leave a response in the caption… but don’t forget to actually go back and respond to each one!
Where to Start with Coffee Shop Social Media Marketing
Ready to start marketing your coffee shop on social media, but don’t know where to begin?
Don’t worry — that’s what our Beginner’s Guide to Coffee Shop Social Media Marketing is for.
Developed in collaboration with Deena McKinley, this guide will take you through everything you need to start marketing your coffee shop on social media, including:
- The basics of social media marketing for restaurants
- High-level strategies to guide your social media marketing
- Best practices to follow with your restaurant’s social media marketing
- How to engage your audience and build community through social media marketing
…with pro tips, real-life examples, and tips ‘n’ tricks throughout.
Your coffee shop’s brand-new social media journey is just a few clicks away!
Grab your own copy of the Beginner’s Guide to Coffee Shop Social Media Marketing.
