Winning with social media at Christmas

December brings a surge in group occasions, after-work celebrations, and last-minute dining decisions, all of which are shaped increasingly by what consumers see online. McCains ‘Winning with Social Media at Christmas’ guide explores how operators can use simple, achievable techniques to showcase their festive offering effectively, boost engagement and convert online interest into real-world bookings.

For many pubs, bars and casual dining venues, December is also one of the most operationally demanding months. Teams are stretched, menus are at their fullest, and front-of-house staff are juggling high footfall with elevated customer expectations. The guide recognises this reality and focuses on practical tactics that fit around a busy service, rather than adding extra work.

One of the central themes is that operators already have the core ingredients for strong festive content happening around them – great food, warm atmosphere, and staff delivering memorable experiences. The challenge is learning how to capture and share those moments quickly and effectively.

The guide breaks down straightforward ways to take better photos and videos using a smartphone, helping operators showcase dishes and ambience without any specialist equipment.

Tips include:

• how to work with natural light;
• simple framing techniques, and;
• easy adjustments on both iPhone and Android that make images look clearer and more appetising. 

These small changes can significantly improve the visibility and appeal of posts, especially during the darker winter months when indoor photography becomes more challenging.

Beyond the technical elements, the guide highlights the value of authentic visual storytelling.

Guests want to see real moments – a festive drink being finished at the bar, a team member adding the final garnish to a seasonal dish, or the cosy atmosphere of a decorated dining room. These human, behind-the-scenes glimpses help customers imagine themselves celebrating in the venue, making them more likely to book. During a period when competition for festive spend is intense, showing personality and warmth can make a venue stand out.

Another important aspect explored is how to turn engagement into action. With many diners scrolling for inspiration during commutes, breaks or on the day of a celebration, clear prompts such as “Book now” or “Last remaining tables this weekend” can effectively guide them from interest to reservation. Operators are also encouraged to use their social platforms to highlight midweek availability, promote group offerings, or showcase “Twixmas” menus that keep momentum going between Christmas and New Year.

Finally, the guide emphasises the opportunity to carry festive engagement into January. By thanking followers, sharing highlights from December, and introducing early-year menu launches or promotions, operators can maintain the visibility they’ve built and encourage repeat visits during typically quieter trading weeks.

‘Winning with Social Media at Christmas’ is designed as an accessible, operator-focused resource that meets venues where they are – busy, time-pressed and working hard to deliver a memorable festive season. Its aim is to offer practical, confidence-boosting advice that helps pubs, bars and casual dining venues stand out online at the moment it matters most, supporting both short-term bookings and longer-term customer loyalty.