How often should a coffee shop post on social media?

Five times a week on one platform is plenty, and it beats daily posting you abandon after a month. Two of those five can be filmed during the same shift.

What should a coffee shop post about?

Rotate five things: the opening routine, an offer for your quiet hours, a brewing tip, a regular customer, and what is on this weekend. That covers a full week without inventing anything.

Is Instagram or Facebook better for a café?

Instagram for the visuals and reach, Facebook for the local audience who actually read opening hours and events. Post the same idea on both, worded differently.

Content calendar guide

Social media content calendar for a coffee shop

A café has more content than almost any other small business and less time than almost any of them. The trick is to film during the shift, not after it. This plan assumes one person with a phone, ninety seconds per post, and a week that repeats.

Platforms: Instagram first, Facebook second. TikTok only if someone enjoys filming.
Cadence: Five posts a week, two of them filmed in the same morning.

The 7-day calendar

Monday

Instagram · Behind the scenes

The opening routine before the first customer

6:40am. Grinder dialled in, first shot pulled and tasted, chairs still on the tables. The part of the day nobody sees is the part that decides whether your 8am latte is any good. #specialtycoffee #coffeeshoplife #morningshift

Tuesday

Facebook · Offer

The slow-hours deal, with a real deadline

Tuesdays between 2 and 4 are our quietest two hours, so any filter coffee is 2 euros until close today. Bring a laptop, stay as long as you like, the wifi password is on the counter.

Wednesday

Instagram · Useful tip

One thing people get wrong at home

If your home coffee tastes sour, it is almost never the beans. Grind finer and taste again. Sour means the water ran through too fast. Bitter means it sat too long. Two clicks fixes most of it.

Thursday

Instagram · Customer proof

A regular and their usual order

Marta has ordered the same flat white every weekday for two years. We start pulling it when she reaches the door. Tell us your usual and we will learn it too.

Friday

Facebook · What is on

The weekend plan: bake, guest bean or event

This weekend: cardamom buns from Saturday 9am until they are gone, which last week was 11:20. Guest bean is a washed Ethiopian, bright and citrussy. Doors open at 8.

Saturday

Instagram · Product

One drink, one clear photo, one reason

The iced filter nobody orders and everybody should. Brewed double strength, chilled instantly so it never tastes stewed. Ask for it by name today.

Sunday

Instagram · Conversation

A question that gets replies

Settle it for us: is a flat white just a small latte? The team is split and it has become a problem. Comments are open.

Four things that make this work

Film three clips during one busy morning and you have Monday, Wednesday and Saturday covered.
Every post should name something orderable today. A café post without a reason to walk in is a nice photo, nothing more.
Local hashtags beat generic ones. Your neighbourhood name will out-perform #coffee every time.
Reply to every comment within the first hour. Facebook and Instagram both push posts that get early replies.

Common questions

How often should a coffee shop post on social media?: Five times a week on one platform is plenty, and it beats daily posting you abandon after a month. Two of those five can be filmed during the same shift.
What should a coffee shop post about?: Rotate five things: the opening routine, an offer for your quiet hours, a brewing tip, a regular customer, and what is on this weekend. That covers a full week without inventing anything.
Is Instagram or Facebook better for a café?: Instagram for the visuals and reach, Facebook for the local audience who actually read opening hours and events. Post the same idea on both, worded differently.

Want this calendar for your own brand?

Content Studio writes the same thing using your name, your industry, your audience and your tone of voice: a post for every platform plus a 5 or 7-day calendar. Edit anything, then copy or download it.

Try it free See pricing