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Instagram is Your Host—So What Is It Saying About Your Brand?

  • Writer: Billy Aberle
    Billy Aberle
  • Jun 24
  • 3 min read

In today’s NYC hospitality marketing landscape, your Instagram profile is often the first interaction a guest has with your brand. Before they see your menu, check your reviews, or step into your space, they scroll. They look at your grid. And in seconds, they decide: Is this my vibe?


Instagram doesn’t just showcase your restaurant, bar, or hotel—it speaks for it. It’s your digital host. So what is your host saying?


At Billy Boy Studio, we help hospitality brands turn their feeds into branded, intentional, and high-performing experiences. Here’s how to ensure your Instagram is doing its job—and representing your venue the right way.




First Impressions Start at the Top



When someone visits your profile, the first things they see are:


  • Your handle

  • Your bio

  • Your grid preview (top 9 posts)

  • Your highlights

  • Your link



These elements act like your digital lobby.


Quick checklist:


  • Is your bio clear, confident, and keyword-rich?

  • Does your grid show your interior, vibe, people, and product?

  • Are your highlights branded, organized, and up to date?

  • Can a visitor book, call, or find you in one click?



If the answer to any of these is “no,” it’s time to clean house.




Your Feed Should Feel Like the Space



If your bar is moody and upscale, but your grid is full of bright, chaotic posts—you’ve created a disconnect.


Fix it:


  • Use a consistent editing style and color palette

  • Incorporate interior photos, not just food or drinks

  • Show people interacting with the space (not just empty tables)

  • Use branded templates for events and announcements

  • Align your Reels with the mood of your space—lighting, music, and vibe matter



We help clients create visual systems that match their real-world brand—and make Instagram feel like an extension of their venue.




Content Pillars Bring Consistency



A lot of hospitality brands struggle with what to post. The answer? Create 4–6 recurring themes that tell your story.


Examples:


  • Signature dishes or drinks

  • Atmosphere and lighting

  • Behind-the-scenes prep

  • Staff and guest moments

  • UGC and community shoutouts

  • Promotions and events



These “content pillars” keep your feed fresh while maintaining consistency—and save you time when planning posts.




Stories & Highlights Build Loyalty



Your feed gets people in the door. Your Stories build connection.


What to post in Stories:


  • Real-time behind-the-scenes

  • Daily specials

  • Guest shoutouts

  • Staff intros

  • Event coverage

  • Polls and Q&As



Pro tip: Use branded covers and group stories into Highlights like:


  • Menu

  • Cocktails

  • Events

  • About Us

  • Book Now



We create highlight sets and branded icons for clients to ensure Instagram feels curated—even when it’s casual.




Reels Drive Discovery



Instagram is no longer a photo app—it’s a video platform.


If you’re not posting Reels, you’re missing out on massive organic reach.


Best Reels for hospitality brands:


  • Dish or drink being made

  • Restaurant filling up for service

  • Time-lapse of prep or plating

  • Chef or bartender POV

  • Seasonal or event content

  • Trend-based audio with a brand twist



At Billy Boy Studio, we shoot and edit Reels that match your tone and drive performance—not just views.




Your Voice Matters in Captions



Captions are often overlooked—but they’re one of your strongest branding tools.


What great captions do:


  • Set tone (playful, luxurious, witty, etc.)

  • Tell micro-stories about the product or space

  • Use calls to action (Book now, Tag a friend, Try this tonight)

  • Stay short and skimmable (2–3 lines max)



We offer full caption support so your brand sounds as good as it looks.




Final Thought: Instagram Is Hospitality



Instagram isn’t just a feed—it’s a first impression. It’s a reservation page. A vibe check. A storytelling platform. A sales tool.


If yours isn’t doing all that, it’s time to upgrade.


At Billy Boy Studio, we don’t just shoot content—we build digital hosts that greet your guests with consistency, clarity, and personality.



📩 Ready to turn your Instagram into a full-time brand ambassador?

Visit www.billyboy.studio or DM us @BillyBoyStudio

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