We don’t gather around campfires anymore; we gather around content.
The setting has changed, but the behaviour hasn’t. People still look for connection, for shared experiences, for stories that make them feel something. The only difference is where those stories now live.
Why Human Content Wins
In an AI-shaped landscape, being polished is easy. What stands out is content that feels human, honest and genuinely valuable.
Don’t tell your audience why they should visit your restaurant. Show them what they might gain from the experience.
This is where UGC (user-generated content) continues to lead. It doesn’t mean unpolished; it means real. It gives your audience an insight into the customer experience, allowing them to imagine themselves there and crave the experience.
UGC Is Leading the Shift
Across hospitality, UGC is now the most widely used content style. Its strength lies in its ability to deliver what audiences are looking for: immediacy, relatability and authenticity.
Our State of Social Report indicates how this plays out differently across the sector. Restaurants and QSR brands are leaning into UGC for its speed and relevance, while pubs and bars still favour more traditional formats. Larger, enterprise brands are combining UGC with more polished creative to maintain consistency across bigger estates, while smaller groups are relying on it as a faster, more resource-efficient approach.
Alongside this, employee-generated content (EGC) is on the rise. Nearly 1 in 2 hospitality brands are now bringing their teams into the content mix – a shift that reflects a growing appetite for transparency and human connection.
Where Connection Actually Happens
State of Social reported that 21% of hospitality social budgets are spent on content creation. The opportunity lies in making that investment count.
Because the content that connects isn’t always the hero moment. It’s the in-between details – the team behind the bar, the regular who orders the same drink every Friday, the finishing touches on a plate, the empty wine glass at the end of the night.
These are the moments that feel considered, but not staged. Human, while acknowledging the details that make your brand unique.
Chloe and Natalie’s recent trip to Charlotte in the States with Peach 20/20’s Atlantic Club also highlighted how more and more operators are leading with experience beyond anything else. Not only does the experience, small touches and hospitality bring the people in, but it’s guaranteeing loyalty and retention.
The Real Opportunity
The platforms will keep evolving, but the goal hasn’t changed: to tell stories that bring people together.
In a world where those stories are shared through screens, the brands that win will be the ones that make people feel like they’re sitting around the campfire again.
Ready to strengthen your UGC strategy? Let’s talk.
