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User-generated content converts four times better than brand-produced content. So should your restaurant ditch the professional food photographer and just repost what customers share? Not so fast. The real answer, and the real strategy, is more interesting than either extreme.

74% of diners check social media before deciding where to eat. That means your Instagram feed is your shopfront — and if it's not doing its job, you're losing bookings before anyone ever calls. Here's what great restaurant social media content actually delivers, and why most venues are barely scratching the surface.