How Austin Businesses Are Using Social Media

Austin is one of the most exciting and competitive business ecosystems in the country. From restaurants in East Austin to fitness studios in South Lamar, tech startups downtown, boutiques in The Domain, and service providers across the city, Austin businesses rely heavily on social media to reach customers, build trust, and scale faster than ever.

But Austin uses social media differently than most cities.

Austin’s culture — creative, bold, community-driven, entrepreneurial, a little weird, and extremely digital — shapes how brands show up online. Whether you’re a small business or a fast-growing company, understanding how Austin businesses use social media can help you replicate what works, avoid common mistakes, and stand out in a crowded market.

Below is a full breakdown across industries, including key trends every Austin brand needs to embrace in 2025.

Restaurants

Austin’s restaurant scene is a powerhouse on social media. Whether it’s new food trucks popping up weekly or Michelin-level dining entering the city, restaurants live and die by their online visibility.

Here’s how Austin restaurants use social media to win:

1. Showcasing Food Through Short-Form Video

Austin restaurants rely heavily on:

• Reels

• TikToks

• Behind-the-scenes cooking clips

• Close-up shots of dishes

• Taste-testing videos

These videos perform extremely well and often go viral locally.

2. Highlighting Austin Lifestyle

Restaurants incorporate local elements:

• Patio dining at golden hour

• Dog-friendly spaces

• Live music nights

• Food truck park vibes

• Zilker and Barton Springs–adjacent locations

Austin customers want places that match their lifestyle.

3. Collaborating With Food Influencers

Food influencers are huge in Austin. Restaurants frequently:

• Invite micro-influencers for tastings

• Host preview nights

• Offer special menu collabs

• Encourage user-generated content (UGC)

One viral influencer video can fill a restaurant for days.

4. Featuring Staff and Culture

Austin loves authenticity. Restaurants show:

• Chefs preparing meals

• Baristas dialing in espresso

• Bartenders crafting signature drinks

• Dishwasher and prep staff appreciation posts

This builds community and humanizes the brand.

5. Posting Seasonal & Event-Based Content

Austin restaurants tap into:

• SXSW crowds

• ACL Festival season

• UT game-day specials

• F1 weekend

• Holiday promotions

This dramatically increases visibility during peak traffic.

Gyms & Fitness

Austin’s fitness culture is huge — CrossFit, yoga, cycling, boot camps, MMA gyms, and personal trainers all thrive here. Social media is often their #1 growth channel.

1. Posting Transformation Content

Gyms consistently post:

• Before/after photos

• Member success stories

• 6-week challenge results

These perform extremely well because they show real results.

2. Instructor Spotlights & Personality-Driven Content

Austin customers want to know the coaches. Gyms often highlight:

• Instructor intros

• Workout tips

• Training philosophies

• Motivational videos

Relationships drive loyalty in the Austin fitness community.

3. Short Videos of Workouts

Gyms use Reels/TikTok to show:

• Class energy

• Exercises of the day

• POV indoor cycling clips

• New equipment

• Gym events

Fast-paced videos get the highest engagement.

4. Community Events

Austin gyms thrive by promoting:

• Outdoor workouts at Zilker

• Charity challenges

• Fitness pop-ups

• Member appreciation days

Community connection is everything in Austin fitness culture.

5. Membership Promotions

Gyms frequently use social media to:

• Launch new membership deals

• Offer free classes

• Promote seasonal sales

• Reward referrals

Clear CTAs help fill classes year-round.

Tech Startups

Austin’s tech scene has exploded. Startups in AI, fintech, SaaS, biotech, gaming, and e-commerce thrive here — and social media plays a key role in branding and recruiting.

Here’s how Austin startups use social media strategically:

1. Sharing Company Culture

Startups post:

• Team outings

• Office tours

• Lunch-and-learns

• Behind-the-scenes development

This attracts potential hires — crucial in Austin’s competitive tech hiring environment.

2. Thought Leadership

Founders often share:

• Industry insights

• Market predictions

• Personal entrepreneurial journeys

• Updates on tech innovation

LinkedIn and Twitter (X) are essential for Austin startups.

3. Showcasing Product Features

Startups use Reels, TikTok, and stories to:

• Break down features

• Share customer success

• Introduce product updates

• Visualize user workflows

Short demos outperform long-form content for product awareness.

4. Recruiting Through Social

Hiring posts perform well because Austin has a large talent pool. Startups often post:

• Job openings

• Team introductions

• “Day in the life” videos

• Culture-focused content

5. Partnerships & Local Events

Startups engage in:

• SXSW panels

• Austin tech meetups

• Hackathons

• University collaborations

Events are a core part of the Austin tech identity.

Retail

From boutiques on South Congress to vintage shops in North Loop and pop-up markets across the city, retail businesses use social media heavily to drive sales and community loyalty.

1. Product Reels & Try-On Hauls

Retail stores create:

• Outfit try-ons

• Style tips

• New arrival showcases

• Trend breakdowns

Reels = conversions in Austin retail.

2. Aesthetic Photo Shoots

Austin boutiques often shoot:

• In iconic Austin locations

• On local models

• During golden hour

• With vibrant backgrounds

These build strong brand identity.

3. Collaboration With Fashion Influencers

Fashion creators in Austin help:

• Showcase outfits

• Promote in-store events

• Drive traffic

• Build brand trust

Influencer partnerships are essential for retail growth.

4. Pop-Up Events & Markets

Retailers use social media to promote:

• Local vendor markets

• Seasonal pop-ups

• In-store experiences

• New collection launches

These events bring massive foot traffic.

5. Customer Spotlights

UGC matters in retail. Shops regularly repost:

• Customer outfits

• In-store try-ons

• Haul videos

This builds a loyal community around the brand.

Service Providers

Austin service-based businesses — real estate agents, barbers, salons, cleaning companies, plumbers, med spas, home services, and consultants — depend on social media to build credibility and attract leads.

1. Educational Content

Service providers post:

• How-to tips

• FAQs

• Before/after transformations

• “What you didn’t know” facts

Educational content builds authority.

2. Reviews & Testimonials

Video testimonials from Austin customers dramatically increase leads.

Businesses post:

• Screenshot reviews

• Customer interview clips

• Case studies

Trust = conversions.

3. Behind-the-Scenes Process Videos

Examples:

• A barber doing a skin fade

• A realtor touring a new property

• A cleaner organizing a kitchen

• A plumber fixing a drain

Process-focused content performs extremely well.

4. Relatability & Humor

Austin service brands often add personality by posting:

• Memes

• Funny scenarios

• Local references

• “A day in the life” content

It makes the brand approachable.

5. Localized Targeting

Service providers rely heavily on:

• Austin hashtags

• Neighborhood targeting

• Geo-tagging

• Hyper-local content

People want services nearby, and social media helps them find them.

Key Trends

Across all industries, several major trends define how Austin businesses use social media in 2025:

1. Short-Form Video Dominates

Reels and TikTok outperform every other type of post. If you’re not posting short-form video, you’re falling behind.

2. Authenticity Over Perfection

Austin audiences reject overly polished content. Real > Perfect.

3. Micro-Influencers Drive the Most Conversions

Creators with 3k–30k followers deliver the best results across Austin.

4. Local Culture = Engagement

Businesses that tap into:

• SXSW

• ACL

• UT sports

• Zilker Park

• Local memes

• Austin humor

…see the highest engagement.

5. Community Building Is Essential

Austin brands succeed when they:

• Respond to every comment

• Repost customers

• Spotlight employees

• Engage with other local businesses

Community > reach.

6. UGC Is the New Word-of-Mouth

Customers posting about you = marketing gold in Austin.

7. Storytelling Wins

No matter the industry, Austin brands grow by sharing:

• Their mission

• Their people

• Their values

• Their process

• Their transformation stories

Final Thoughts

Austin businesses use social media differently because Austin itself is different — creative, authentic, community-focused, and constantly evolving. Whether you’re running a restaurant, gym, startup, retail shop, or service business, social media is your most powerful tool for connecting with the people who matter.

Lean into the culture. Be real. Share your story. Build community. Stay consistent.