Social Content for Hospitality Brands
Content that builds the brand, not just the feed.
Social is usually the thing founders get to last, and it shows. Posting becomes something to keep on top of rather than something that builds anything, and after a year the brand is no clearer to anyone than it was at the start.
Content works when it comes from somewhere. When a brand knows what it stands for, who it's talking to and how it sounds, every post adds to something. When it doesn't, you're just posting.
I work with a small number of brands on content, mostly ones I've built or worked with. Sometimes that's the strategy alone: deciding what the brand should be known for and what's worth saying. More often it's the strategy and then the content that comes from it.
What it looks like in practice
Sticks & Cones
Sticks & Cones had social running before the shop opened, so the queue on day one was people who already knew what the place was. Two months later the brand was collaborating with Harry Styles during his Wembley run.
Fresko
Fresko has had content and photography from me across three years and two countries, built on the identity and brand story we developed together, keeping the brand consistent as it grew in London and Athens.
What’s involved
Content strategy
Before anything is shot, we agree what the content is for.
What the brand needs to be known for, who we're speaking to and what we want them to do. Content pillars, tone, channel priorities and a clear view of what's worth posting and what isn't. Some businesses commission this on its own and hand it to their own team. Without it, content is decoration.
Photography and production
I plan and art direct every shoot, working with a videographer I've used for years.
Food and drink photography, interiors, product, short-form video, founder and behind-the-scenes storytelling. Shot to a direction agreed beforehand rather than gathered on the day, so what comes back builds a recognisable visual language rather than a folder of nice pictures.
Planning and publishing
The brand stays visible without you thinking about it every morning.
Content calendar, captions, scheduling and publishing, planned around what's actually happening in the business. Openings, seasonal moments, new dishes, quiet weeks that need something. Agreed in advance rather than decided the night before.
Reviewing and adjusting
Regular reviews of what's working, what isn't, and what to do differently.
Not vanity metrics. Whether the content is doing anything for the business: enquiries, bookings, people arriving already knowing what the place is. If something isn't earning its place, we stop doing it.
Sipside, Jeddah. Brand creation for a coffee shop positioned as a social destination.
What I don't do
I don't manage comments and direct messages.
That's your customers talking to your business, and it should be your team replying, not someone who wasn't there. I'll help you set the tone and give your team clear guidance, but the conversation belongs to you.
I also don't chase trends for their own sake. If a format suits the brand we'll use it. If it only suits the algorithm, it usually costs more in brand equity than it returns in reach.
Wandr, Dubai. Brand strategy, naming and visual identity for a quick service restaurant.
What it costs
Content strategy starts at £2,500 + VAT, delivered as a document your team can work from.
Ongoing content partnerships start at £1,500 + VAT per month, quoted properly based on how much content you need, how often we shoot and what's involved.
Partnerships begin with a three month minimum, because anything shorter isn't a fair test. Content compounds, and judging it after four weeks tells you nothing. After that it runs on a rolling basis and you can stop whenever you like.
Burro Blanco, UAE. Brand repositioning for a fast-growing QSR brand preparing to franchise.
Who this is for
It works best for brands with something to say. A distinctive concept, a founder story worth telling, a room worth photographing, an ambition beyond the first site. It also works for established businesses that have grown on word of mouth and now need to tell their story more widely.
It works badly for businesses hoping content will substitute for a clear proposition. If that's the situation, the honest answer is that social isn't your problem, and I'd rather start with positioning.
FAQs
I am always happy to talk through the social media management process on an introductory call. In the meantime, here are answers to the questions I am asked most often.
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Mainly Instagram, with TikTok and LinkedIn where they genuinely suit the brand. I'd rather do two properly than five badly.
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Usually monthly, sometimes more around openings, launches and seasonal moments. Frequency is agreed at the start and adjusted as the business needs.
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Yes. Some businesses want the thinking and have a team who can run with it. You'll get content pillars, tone of voice, channel priorities and a clear view of what's worth posting, written so someone else can apply it.
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No, I do organic brand-led content. If paid is part of your plan I can point you towards people who do it well, and work alongside them so the creative holds up.
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You do. All of it, in full resolution, to use anywhere.
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Three months to start, then rolling. The three months is so the work has a fair chance to show something. After that you can stop whenever you like, and I'd rather you stayed because it's working than because you're locked in.
Let's talk about your content
If your brand deserves better than what's currently on the grid, tell me about it and I'll come back to you within a working day.