The short version
- 01In November 2022, Sunday's Best's Instagram reach rose 208%, engagement 233% and link clicks 295% on the month before.
- 02A holiday reel with Santa passed 11,000 views in its first week, and the account added 600 followers the next month.
- 03What transfers to any restaurant: plan around moments, make reels people send to a friend, and give every post somewhere to go.
Sunday's Best is a brunch spot in Sandy, a short drive south of downtown Salt Lake City. In September 2022 its Instagram account had 14,300 followers. That's a healthy account for a single restaurant, and it changes the question. The job isn't getting noticed at all. It's turning people who already like the food into people who tap through to the menu and come in.
That's the everyday work of social media marketing for Utah businesses: plan the month, make the content, post it, answer people, then read what they actually did and make more of it. Here's what one month of that looked like for a brunch spot, and what we'd tell any other local restaurant to steal.
The numbers, first
These come from the account's own monthly reports, comparing November 2022 with October 2022. They aren't a highlight reel stitched together from the best week of the year.
Reach went up 208%. Impressions went up 51.5%. Engagement went up 233%. Link clicks went up 295%.
On top of that, a holiday reel with Santa passed 11,000 views in its first week. In December the account added 600 followers, and the number of accounts reached rose another 67.4%.
Reach grew four times faster than impressions
This is the part most people skip. Impressions count every time a post is shown. Reach counts the number of different accounts that saw it. When impressions climb and reach doesn't, the same people are seeing more of you. When reach climbs faster than impressions, new people are finding you.
In November, reach rose 208% while impressions rose 51.5%. The content was traveling beyond the people who already followed the account. For a restaurant that matters more than any other number on the report, because a follower who already comes in every month isn't new business. Someone two suburbs over who has never heard of you is.
Link clicks are the number to watch
Likes are pleasant. A link click means somebody stopped scrolling and wanted something: the menu, the hours, the address, a way to book. A 295% rise in link clicks is a rise in people who were thinking about actually going.
So every post needs somewhere to go. A link in the bio that points to a menu people can read on a phone. A Story with a link sticker on the days you want a full room. A caption that says what to do next, in plain words.
