It’s a free marketing tool – and can be a great way to find new customers. But are you doing it right? Here are 12 ways to grow your following.

1. Take better photos

If a picture is grainy, blurry or it doesn’t make the food look good, don’t post it. Instagram works on an algorithm that measures how much people like a photo, and how long they spend looking at it, so posting bad photos actually hurts your reach. Of course professional pictures are great, but if you don’t have a budget for that, there are some things you can do to improve photos taken on your phone. Always take food pics in daylight – food always looks terrible in artificial light – and make sure your phone’s lens is clean. (A greasy, dirty lens will make your picture blurry.) Studies have shown that users respond best to brighter, warmer, higher contrast pictures. The best way to do this is with natural light, but you can use filters and editing in Instagram to tweak these slightly. Though don’t overdo it – especially with food!

Fire eggs! Fire baked eggs in a tomato chickpea stew with Swiss chard, aubergine, fresh herbs and toast!

A post shared by WHOLESOME (@wholesomebehindclarkes) on Apr 15, 2017 at 6:30am PDT

2. Consider your captions

Typing the restaurant phone number and address seems to be the default for some restaurants, but an engaging, relevant caption that describes the dish pictured, or tells a story about your brand, will get liked and shared more.

Honeycomb and crêpe cake with poached naartjie cream. #cakes #verilymoment #chefsofinstagram #janhendrik

A post shared by Jan Hendrik van der Westhuizen (@janhendrik) on Apr 18, 2017 at 8:50am PDT

 

3. Create a personality for your restaurant

Remember to post from the restaurant’s perspective (not “I”, but “we”). Are you playful? Are you serious about sustainability? Are you quirky? Are you funny?

Mofos. We have a few of these guys available @bardough_by_jason and they are also available for delivery through @orderin_sa

A post shared by Jason Lilley (@captainbreadza) on Mar 4, 2017 at 6:18am PST

4. Interact and comment on posts about your area

Instagram communities mirror real communities. By commenting on pictures posted from your area – in a constructive, interested way – you’ll help to create a personality for your restaurant and subtly alert locals and people visiting your area about your restaurant as an option.

Joining us for a burger tonight? REPUBLIK 5.0: 180gr free-to-roam beef patty, on our signature republik bun, topped with stout-soaked Jalapeno’s, candied bacon, chimi-churri mayo and rocket. Served with a side of Chunky fries. : @gerritvanzyl & @instaeatsdurban#igersdbn #igers #durban #instagood #instaeats #instaeatsdurban #instaeatssouthafrica #burger #burgers #gourmetburger #food #foodie #foodporn

A post shared by RepubliK Durban (@republikdbn) on Apr 7, 2017 at 6:22am PDT

 

5. Tell people when you’re open on public holidays

It can be tricky to find restaurants that are open on public holidays, so alerting your fans to the fact that you’re staying open will help them out. It’s also useful to tell them you’re closed, to avoid disappointment.

We are open today EASTER MONDAY! And just in case you missed out over the weekend, we will still be serving our #hotcrossbuns with brandy & orange butter ALL WEEK until Sunday! #happyeaster

A post shared by Four & Twenty Cafe And Pantry (@fourandtwentycafe) on Apr 17, 2017 at 2:14am PDT

6. Post regularly

But not too much. If your fans see your content too much, they’ll tire of it, and start scrolling past without looking. Eventually Instagram will take the hint, and stop showing your followers your posts. Once a day is a good goal to aim for.

Looking for a healthy lunch? Try one of our bikini salads, like this smoked trout, giant caper berries and cream cheese on a deliciously fresh base salad. #healthyeating #healthyfood #artisan #salad #lunch #instafood #instagood #foodie

A post shared by Lucky Bread Company (@luckybreadco) on Apr 19, 2017 at 2:46am PDT

 

7. Post your most ridiculously decadent dishes

We have Instagram to thank for the popularity of crazy dishes like freakshakes and crazy doughnuts. But even if that’s not you, it’s worth photographing your more decadent dishes. Do you have an oozing chocolate fondant? A toasted cheese sarmie? A short video or Boomerang can help create buzz about something that will trigger people to tag their friends.

Tomorrow (5th feb) is world Nutella day so we have filled our doughnuts to the brim with Nutella these babies are available for one day only so come and get ’em! #mysugar #doughnut #nutelladonut #nutella #worldnutelladay #capetown

A post shared by My Sugar (@mysugar_capetown) on Feb 4, 2017 at 1:45am PST

8. Use local hashtags

While it might do well with users in Brazil, #coffee won’t help you find more flat white drinkers in your neighbourhood, whereas #rosebank or #capetown will. Also consider using hashtags for your uniquely South African dishes. #Malvapudding is far more likely to find local users than #chocolate.

Another shot of our Beef Chasseur.

A post shared by Fermier Restaurant (@fermierrestaurant) on Mar 22, 2016 at 6:55am PDT

 

9. By all means, repost beautiful follower pics

Especially if they come with gushing captions. But make sure you follow Instagram etiquette and tag them as the photographer.

Today’s sundowner inspiration is a combination of whiskey, smoked plum syrup, lemon juice, egg whites and soda. See you at the Marble bar for #MarbleSunsetSelfies! Photo by @onemoredrinkza.

A post shared by Marble (@marble_sa) on Mar 28, 2017 at 5:04am PDT

10. Use it to share new specials

But make sure you’re ready. You might just get a run of orders!

Easter eggs @la_tete_restaurant today and tomorrow. Cooked to order. Oak valley pork shoulder mince, Spier eggs. #scotchegg

A post shared by La Tête Restaurant

 

11. Show off your interior too

It helps to give potential customers an idea of the atmosphere.

 

 

#EBnewlands Opening tomorrow. Bookings: newlands@elburro.co.za

 

A post shared by EL Burro (@_el_burro) on Nov 14, 2016 at 9:21am PST

 

12. Respond to what your audience wants

Finding out what works with your customers is a constant work-in-progress. Spend a bit of time taking stock of what kind of posts worked well in the past and which didn’t.