5 mistakes merchants make on social media (and how to avoid them)

Mistake #1: Posting without a defined strategy

The problem: Publishing content randomly, without a plan or clear objective. A restaurant shares a dish photo on Monday, nothing for 10 days, then three posts in a row on Saturday.

Why it matters: Instagram's algorithm favours accounts that post regularly. An inconsistent rhythm kills your organic reach and confuses your audience.

The solution: Create a simple editorial calendar. For example, for a restaurant:

• Monday: Daily special photo
• Wednesday: Behind-the-scenes Story
• Friday: Signature dish Reel
• Sunday: Customer testimonial or atmosphere

If you don't have time, delegate this task to local content creators via Kontnu who will create professional, regular content for you.

Mistake #2: Ignoring Stories and Reels

The problem: Sticking to classic feed posts and neglecting Instagram Stories and Reels/TikTok, which generate 10x more engagement.

The numbers speak: In 2026, Reels account for 50% of time spent on Instagram. Stories have an 80% completion rate vs 3% for classic posts. TikTok continues its rapid growth, particularly among 18-35 year-olds.

The solution: Adopt short video format:

• Stories: Share your behind-the-scenes, your team, the day's atmosphere
• Reels/TikTok: Show dish preparation, a before/after (salon), a transformation
• Format: Vertical (9:16), 15-30 seconds, trending music

Mistake #3: Not engaging with your community

The problem: Publishing content but never responding to comments, private messages or mentions. Your community feels ignored and gradually loses interest.

The impact: A customer who asks a question in a comment and gets no reply has an 80% chance of never visiting your establishment. Worse, they may leave a negative review.

The solution:

• Reply to ALL comments within 24h
• Thank every mention in your Stories
• Create Story polls to engage
• Ask your audience questions ("What dish do you want to see next week?")

Spend 15 minutes a day on interaction — it's more effective than 2 hours of content creation with no engagement.

Mistake #4: Producing overly promotional content

The problem: Every post is a disguised ad: "Come eat with us!", "Exceptional offer!", "Best restaurant in Brussels!". This purely promotional content generates zero engagement.

Why it doesn't work: Users go on social media to be entertained, not to see ads. Overly commercial content gets scrolled past in 0.3 seconds.

The golden rule: 80% value-adding content, 20% promotion. Here are examples of value-adding content:

• Educational: "How to choose the right wine to pair with your pasta"
• Behind the scenes: "A day in the life of a chef" (timelapse video)
• Human: Portrait of your team, the story of your business
• Entertaining: Funny videos, adapted TikTok trends

Mistake #5: Not collaborating with local creators

The problem: Trying to do everything yourself when you have neither the time, the skills, nor the audience to create content that performs.

The reality: A local content creator with 5,000 to 20,000 followers generates on average 10,000 to 30,000 views per Reel. Their audience is engaged, local and matches your target exactly. A single Reel can bring you 20-50 new customers.

The advantages of collaboration:

• Time saving: The creator handles everything (filming, editing, publishing)
• Pro quality: Content optimised for Instagram/TikTok
• Credibility: An influencer's recommendation is worth 10x more than an ad
• Measurable ROI: You immediately see the impact on your footfall

Via Kontnu, you can collaborate with local creators without an advertising budget: you offer an experience (meal, treatment, product) and get professional content in 7 days.