Is the Instagram effect having an impact on TripAdvisor?

We all know that the trend of taking photos of your food and sharing them on Instagram is nothing new. However, now it seems we’re not only taking photos of our food to document what we ate, but to help others decide where to eat too. More so than ever, we’re checking a restaurant’s Instagram prior to a meal, and research by Zizzi states that 30% of 18-35-year olds would avoid a restaurant altogether if their Instagram presence was weak. Whether it’s searching the restaurant’s page, or the geotag or hashtag, consumers are using Instagram to make their dining out decisions. The fact that it’s such a visual platform means it’s fast becoming the home of social discovery, and the geotag allows you to get a feel for the atmosphere in the restaurant and the types of people that dine there, as opposed to just the food.



TripAdvisor is known as the more traditional method of searching for reviews on restaurants. It arguably goes into much more detail than Instagram, listing restaurant features, opening times and showcasing detailed written reviews. However, it is lacking in good quality photos of the food and the restaurant itself, in comparison to those you would find on Instagram. For some people, TripAdvisor is seen as the place to go to leave a negative review, whereas Instagram always shows the positive aspects of a restaurant.

Influencers are suggesting that the appeal of using Instagram to discover new restaurants is also due to location data enabling them to find places that are more “off the beaten track” and unique, whereas TripAdvisor just displays the top rated.

TripAdvisor have responded to the comparison with a valid point in that millennials are likely to be using both for different purposes, and they do argue that they provide more information than Instagram.

There’s no doubt that Instagram has changed the way millennials view restaurants and eating out. It is definitely worth restaurants having a strong Instagram presence, however, it’s unlikely that Instagram will completely replace TripAdvisor due to their different features. It would be interesting to see them working more in conjunction with one another in the future. This being said, social discovery on Instagram isn’t going anywhere and we’re already using it to discover far more than just restaurants…

Latest Posts

You may have planning hats on for early 2024 – but before you put that plan in action to wind away the weeks before Christmas, read these 5 tips for your next B2B social campaign! Consider them as B2B social solutions. You may have caught our latest…
Read More
Staying updated on the ever-evolving social media world can be challenging. Here are the latest highlights: X announces the return of post deadlines X introduces the reinstatement of post headlines within in-stream link previews. In October, X made the decision to remove post headlines and preview text, altering how publications…
Read More
In Social Media, organic efforts can only take you so far. While they are vital, the secret sauce to elevate your brand's social presence lies in embracing the dynamic duo of organic and paid social ads. Why? Because the two work better together!
Read More