You're posting on Instagram three times a week, but you're not sure if it's actually getting you bookings. Should you switch to TikTok? Focus on Facebook? Here's what actually works for getting bookings—not just likes.
The Uncomfortable Truth About Social Media
Most vendors spend hours on social media without tracking whether it actually brings in business. They measure likes, followers, and engagement—vanity metrics that feel good but don't pay bills.
The question isn't "which platform has the most users?" It's "which platform converts to actual bookings?" And the answer depends on who you're trying to reach.
Instagram: The Wedding and Event Standard
For most mobile vendors, Instagram remains the primary booking driver. Here's why:
Who's There
Couples planning weddings. Parents organising parties. Event planners sourcing suppliers. The 25-45 age bracket that makes most private event booking decisions uses Instagram as their discovery platform.
What Works
- Portfolio posts: High-quality photos of your setup, food presentation, and happy customers
- Behind-the-scenes Stories: Event prep, market setup, the reality of the job
- Reels: Short, punchy videos showing food being made or served
- Client testimonials: Screenshot reviews and tag the venue or couple
The Booking Path
Potential clients discover you through hashtags, location tags, or venue tags. They scroll your grid to see your work. If impressed, they DM or click the link in your bio. It's a visual portfolio that works 24/7.
Instagram's Limitations
- Organic reach has declined—you're often posting for existing followers, not new ones
- The algorithm favours Reels, so static photos get less visibility
- Younger audiences (under 25) are increasingly on TikTok instead
Pro Tip
Tag venues, planners, and other vendors in your posts. When couples browse those accounts, your work appears in the tagged photos. This borrows their audience and builds relationships with potential referral partners.
TikTok: The Wild Card
TikTok is the fastest-growing platform, but does it actually drive bookings for mobile vendors?
Who's There
Originally a younger audience (16-24), but now expanding to 25-40. Users browse for entertainment, not necessarily to find suppliers. They're not actively looking for wedding caterers—but they might remember you when they need one.
What Works
- Personality-driven content: TikTok rewards authenticity over polish. Talk to the camera, share stories, show your real life
- Trending sounds: Jump on trends with a food vendor twist
- Process videos: How you make a dish, setting up for a festival, the chaos of service
- Story time: "The worst event I ever did..." gets more views than a polished promo
The Booking Challenge
TikTok is great for brand awareness but harder to convert to bookings. The platform is designed for endless scrolling, not taking action. Your viral video might get 500,000 views, but if none of those viewers are planning events near you, it's just entertainment.
When TikTok Makes Sense
- You serve a young audience (21st birthdays, student events)
- You want to build a personal brand, not just promote a service
- You enjoy creating video content and can be consistent
- You're playing a long game—building awareness now for future bookings
Facebook: The Underrated Workhorse
It's easy to dismiss Facebook as "old," but for certain vendors, it still outperforms everything else.
Who's There
The 35-55+ demographic. Parents booking christening catering. Community event organisers. Local businesses needing corporate catering. The people who actually have budgets for private events.
What Works
- Local community groups: Post in wedding groups, local event groups, and community pages
- Facebook Marketplace: Some vendors list services here successfully
- Events: If you're at a public event, create or tag a Facebook event so attendees find you
- Reviews: Facebook reviews show up in Google searches
The Practical Reality
Facebook groups often drive more direct enquiries than Instagram. When someone posts "looking for a pizza van for a party in Surrey," being mentioned or responding directly leads to bookings. It's less glamorous but more effective for many vendors.
Which Platform Should You Focus On?
| Your Main Business | Primary Platform | Secondary |
|---|---|---|
| Weddings | Facebook (groups) | |
| Corporate events | LinkedIn + Facebook | |
| Private parties | ||
| Festivals/street food | TikTok | |
| Young audiences (21sts, etc.) | TikTok |
The honest answer: focus on one platform properly before spreading yourself thin. Posting inconsistently across five platforms is worse than posting consistently on one.
How to Actually Track What Works
Stop guessing. Start asking every enquiry: "How did you find us?"
Keep a simple tally:
- Google search: X enquiries
- Instagram: X enquiries
- Facebook: X enquiries
- Referral: X enquiries
- Saw you at an event: X enquiries
After three months, you'll know where to focus. If 80% of enquiries come from Google and referrals, maybe social media isn't your priority—SEO and customer service are.
Track where your bookings come from
VendorPad logs the source of every enquiry, so you can see exactly which marketing channels drive real bookings. Stop guessing, start measuring.
Get Early AccessContent That Converts (On Any Platform)
Whatever platform you choose, these principles apply:
- Show your work, not stock photos: Real events, real food, real setups
- Include location: Tag where you work so local clients find you
- Make contact easy: Link in bio, clear call to action, DMs open
- Post consistently: 3x per week beats 10 posts then silence
- Engage genuinely: Reply to comments, follow relevant accounts, join conversations
- Show availability: Regularly mention you're taking bookings for specific dates
Final Thoughts
Social media can bring bookings, but it's not magic. The vendors who succeed treat it as one marketing channel among many—not a full-time job that replaces actually running their business.
Pick the platform where your ideal clients actually spend time. Post consistently. Make it easy to enquire. Track what works. And remember: one booking from a referral or Google search is worth more than 10,000 TikTok views from people who'll never hire you.
Likes don't pay bills. Bookings do.
