"I was told to post to Instagram. So I post to Instagram. I am not sure why or how followers from different cities and countries liking my post help me serve more guests and generate more sales, but they say to post, so I post." said the restaurant owner.

If this sounds like your marketing plan, then stop posting. The time and money will be better spent serving the guests inside your restaurant. The content you provide needs to have a purpose. It needs to be tied in with a strategy and a vision.

995 photos are uploaded on Instagram every second.

That's a lot of stuff.

How do you fit in amongst all that stuff?

Are you a stuff creator or an experience provider? Wouldn't it make more sense to give people a sample of your experience instead of just a picture of it?