Ever notice how a single Instagram post of a mouth-watering dish can send a flood of customers to a restaurant? Or how a friend’s Facebook check-in at a cool cafe makes you want to check it out too? That’s the power of social media’s word-of-mouth – and smart businesses are using it to steer traffic directly to themselves, rather than letting third-party apps have all the fun (and profit).
In this guide, we’ll dive into how social and local tagging on platforms like Facebook and Instagram, along with user-generated content (UGC), can become a direct traffic engine for your business.
By “social and local tagging,” we mean things like Facebook check-ins, Instagram location tags, local hashtags – all the ways people identify your business and location on social networks. And by UGC, we’re talking about the posts, photos, videos, and reviews your customers create about your business.
When leveraged right, these tools turn your happy customers into a volunteer marketing team, increasing your visibility and funneling new patrons straight to you (no delivery app tolls needed).
Best of all, this strategy adds a human touch to your online presence – it’s authentic, engaging, and yes, even fun. So, let’s boost your “social buzz” and get more customers coming your way! (We promise not to tell you to do any cringey TikTok dances… unless you want to, of course.)
Imagine a customer walks into your dessert shop, loves the ambiance and their chocolate croissant, and decides to share the moment on social media. If they “check in” on Facebook or add your location tag on Instagram, suddenly all their friends know about your business.
That simple act is modern digital gold. It’s essentially a personal recommendation broadcasted to dozens or hundreds of people, with your business’s name, location, and link attached.
In fact, a Facebook check-in is “the equivalent of an online review or personal recommendation,” because it explicitly tells friends “I’m here and I’m enjoying this” linkedin.com. Plus, each check-in or location tag usually includes a link or info card for your business – meaning viewers can click it to see your page, get directions, or visit your website.
Why location tagging matters: People trust suggestions from their friends and peers far more than traditional ads. A huge 84% of consumers say they trust peer recommendations above all other forms of advertisingeveryonesocial.com. So when someone tags your business, it’s like a trust-powered referral.
Moreover, these location tags make your business discoverable to others beyond that person’s immediate circle. On Instagram, for example, users can search or click on a location tag (like “Joe’s Coffee, Main Street”) and see all public posts tagged at that location. This is free exposure on a platform where people are actively looking for what’s cool and popular around them.
“Adding your location tag increases the chances of your post being found by other Instagram users. It follows the same principle as adding hashtags or keywords,” one social media guide explainsbrandwatch.com.
In short, if people are tagging your spot, you’ll show up more in local discovery feeds on Instagram, potentially attracting new eyeballs who then turn into curious visitors.
How to encourage more tagging and check-ins: First, ensure your business can be tagged. On Instagram, this means having a geotag for your location – which is typically created via Facebook (Instagram pulls from Facebook’s location database). So claim your Facebook business page and make sure your address is correct.
This often creates a corresponding location tag that people can use on Instagram. You can even create custom location names (cheeky or branded ones) via Facebook if it fits your strategy.
On Facebook, aside from having a Page, customers can check in by simply selecting your business name when they create a post. To nudge them, consider putting a friendly sign at your venue: “Having a great time? Check in on Facebook or tag us on Instagram! 😊”.
Some businesses incentivize it: maybe a small discount or a chance to win something in a monthly draw if they show you a check-in.
While you don’t want to buy love (the content should remain genuine), a little prompt or reward can get the ball rolling.
Also, engage with those tags! If someone tags you on Instagram in a story or post, leave a nice comment or share their Story (you can reshare IG stories that mention you, which further encourages others to tag for a shoutout).
On Facebook, acknowledge check-ins by commenting if appropriate (e.g., “Thanks for visiting, hope you enjoyed the croissant!”). This kind of responsive behavior not only pleases that customer, but it signals to their friends that you’re an attentive business.
The benefits: increased visibility and direct engagement. Facebook reported that “nearly 3 in 4 customers (72%) have used Facebook to make restaurant or retail decisions based on comments and images shared by other users”reviewtrackers.com. That is an eye-opening stat: people are literally deciding where to spend money by seeing their friends’ posts.
Every time someone checks in at your place with a positive comment (“Best coffee in town!”), they are influencing their network. And not just for F&B – this applies across sectors (think salons, boutiques, even local attractions). Many of those influenced friends will click on your business’s Facebook page or do a quick Google search for you.
If your Facebook page is up to date with your website and maybe even a “Book Now” or “Shop Now” button, that’s direct traffic and conversion right there. On Instagram, someone might see a story of a friend at your gym and then click your profile – from there, a link in bio or action button can lead them to sign up or learn more on your website. This is how social tagging turns into direct engagement with your business, bypassing any third-party platforms.
Don’t underestimate the “social proof” element either. When users see their peers actively visiting and tagging a place, it creates FOMO (fear of missing out). They think: “If everyone’s going to this new bakery, I gotta try it.”
This herd mentality can drive sudden rushes of direct interest (remember the viral food crazes – often spurred by social media shares). While you can’t force virality, being tag-friendly sets the stage for possibly becoming the next local sensation on social.
(Light humor: Encouraging check-ins is like encouraging selfies – people are going to do it anyway, you might as well make sure your business is in the frame and looking fabulous!)
If location tags and check-ins are the sparks, user-generated content (UGC) is the fire that keeps on burning. UGC refers to any content about your business created by someone who isn’t you – typically your customers.
This could be an Instagram photo of the latte art on your coffee, a YouTube vlog reviewing your salon, a TikTok of someone unboxing your product, or a simple tweet praising your customer service.
Why is UGC so powerful? Because it’s authentic and coming from real users, it carries immense trust and influence. In fact, “79% of people say UGC highly impacts their purchasing decisions,” and consumers find UGC almost 10 times more impactful than influencer or brand-created content for decision-makingeveryonesocial.com.
That’s huge – essentially, people are far more swayed by Jane Doe’s Instagram post about your delicious cupcakes than by your own polished advertisement.
From a traffic perspective, UGC works in a few ways:
It expands your reach on various platforms. When customers post about you, they’re essentially acting as micro-influencers, exposing your brand to their followers. Some of those followers, as we discussed, will be curious enough to click to your profile or search your business name – leading them to your website or directly to your location.
It creates content that can rank in search or be discovered by others. A detailed Yelp review, a TripAdvisor review, or even a blog post by a customer can appear in Google results when others search your business or related terms (this ties in with our first blog post – the more positive content about you on the web, the more likely new customers find you directly).
It provides social proof on your own channels. You can reshare or highlight UGC on your official pages (with permission or via proper hashtag usage) – which makes your own social media more engaging, attracting more followers and traffic over time.
For example, if you run a hashtag campaign like #DiningAtDavesDiner, and people post under it, you can periodically feature those on your Instagram. New visitors to your profile see not just your marketing images, but real happy customers – a compelling reason to click your site link or visit in person.
Encouraging UGC: People naturally share what they love, but a little nudge can help generate more UGC for your business. Start by creating an environment or experience that begs to be photographed or talked about. Cool decor, drool-worthy plating of food, quirky branded packaging, a sign that says “tag us @OurBusinessName” – these spark content.
Next, actually ask for UGC in a friendly way. For instance, “Share your experience and tag us – we love to see your photos! Use #DavesDiner and we might feature you.” Many customers enjoy the chance of being highlighted on a brand’s page – it’s a little moment of fame. If you do feature user photos, give them credit and maybe a thank you reward (like a discount code) to deepen goodwill.
Also, tap into reviews as UGC. Encourage satisfied customers to leave reviews on Google, Facebook, or niche platforms relevant to you. Those reviews are content created by users that strongly influence others.
Remember that “90% of consumers read online reviews before making a purchasing decision” direction.com, so these count as UGC that drives direct decisions. A pile of glowing reviews might convince someone to go straight to your website to book an appointment, rather than browsing competitors.
Leverage UGC for direct traffic: Whenever someone posts something great about you, you have an opportunity to engage and guide them or their audience to your business. For example, a Twitter user raves about your service – you reply kindly and subtly mention, “We’re so glad you loved it! By the way, we just launched a new menu on our website 😊.”
People reading that thread might click your profile and find your site link. On Instagram, if someone tags you in a story showing off your product, reshare it with a “Swipe up to buy” (if you have that feature) or a sticker pointing to your profile link. Essentially, bridge the gap between the UGC and a call-to-action. Don’t make it overly salesy on their content (you don’t want to hijack their genuine post), but use your re-post or comment to encourage next steps.
Another angle: UGC can improve conversion on your site itself. You can embed user reviews or testimonials on your homepage, or have a gallery of customer Instagram photos (with their permission or via a plugin that pulls in posts tagged with your hashtag).
Seeing real people enjoying your offering can push a site visitor to become a customer. It’s the same psychological nudge: “Others liked it, so will I.” Many direct-to-consumer brands do this well – product pages filled with Instagram photos from customers, which not only build trust but sometimes those photos rank in Google Images, etc., drawing more clicks.
Let’s not forget Facebook and community groups as part of UGC/social tagging. Local community groups (on FB or Nextdoor) often have people asking for recommendations: “Know a good electrician?” If a customer of yours tags your business name in response – boom, direct referral.
While you can’t force yourself into those discussions (and you shouldn’t spam them), being aware and present is good. Some businesses join local FB groups and contribute helpfully (not just self-promotion) so that when a need arises, people organically recommend them. That’s word-of-mouth at scale.
The trust factor – it’s on your side: We’ve hammered on trust, but it bears repeating: “84% of consumers trust peer recommendations”everyonesocial.com. UGC is peer recommendation in content form.
Even more, “77% of shoppers are more likely to buy when they hear about it from someone they trust”, per various studiescrowdriff.comhearts-science.com. By cultivating UGC, you’re really cultivating trust. And trust is a shortcut to direct business. A potential customer who trusts you (because they trust the source that recommended you) might skip the marketplace comparison shopping and go straight to your site to buy.
For example, if my close friend on Facebook says “This new boutique has amazing customer service!”, I’m likely to visit that boutique’s site or physical location without hunting on Amazon or elsewhere – I have a credible recommendation, no further intermediary needed.
(A small joke in closing this section: User-generated content is like a free buffet of advertising – the content is brought by others, you just need to provide the plates and napkins and enjoy the feast of exposure.)
Getting all this social buzz is fantastic, but we also need to channel it properly. Make it easy for people who discover you on social media to engage with you directly. This means a few practical things:
Optimize your social profiles: Ensure your Facebook page has up-to-date info and a clear call-to-action button (e.g., “Book Now”, “Shop”, or “Learn More” leading to your website). On Instagram, use that link in bio wisely – it could link to your homepage, a special landing page, or a Linktree with multiple options (menu, booking, etc.). If you have 10k+ followers (or now even with fewer, Instagram allows link stickers in Stories for everyone), utilize those link stickers in your Stories when you promote something.
Respond and guide: When someone comments or messages saying “This looks great, where can I see your offerings?”, don’t just say “thanks”; give them a direct link: “Thank you! You can check out our full menu on our site – link in bio 😄”. Basically, strike while the iron is hot. If a user shows interest on social, gently push them to your direct channel for conversion.
Encourage sharing of specific campaigns: If you’re running a promotion exclusively on your website (say a holiday gift card sale), encourage followers to share that info. Provide an easy way – maybe a nice graphic with your website link that people can share in their Stories. Social users love to share deals/tips with friends if it makes them look helpful.
Track the influx: As mentioned in earlier posts, consider tracking how much traffic social media is sending you. Google Analytics will show referrals from Facebook, Instagram (though IG web traffic often shows up as “direct” if coming from the app, unfortunately), and you can estimate based on spikes when a certain post goes live or a local influencer tags you. If you see a huge bump after an Instagram post, that’s proof your social strategy works – double down on it.
An example to tie it together: Let’s say you own a local fitness studio. One of your members posts a selfie on Instagram after a great workout class, tagging your studio’s location and using your hashtag #FitStudioLife. Their caption: “Feeling awesome after spin class at [Your Studio] 💪!”.
Their friends see this, and a couple of them click on your studio’s location tag, browsing other photos from your gym – it looks fun and energetic. They click on your profile, read your bio (“CityName’s Premier Spin & Yoga Studio – First class free! 👉 Sign up on our website”), and they hit the link which takes them to a landing page where they quickly sign up for a free trial.
They come in (directly booking through you), and eventually become paying members. Meanwhile, on Facebook, that same member’s check-in at your studio appears with your address, rating, and a link to your FB pagelinkedin.com.
One of their friends sees it and tags another friend, “Hey, we should try this place!” They click your page and use the “Book Now” to schedule a class. That’s two new clients, courtesy of UGC and social tags, all directly acquired. Multiply such scenarios over time and you have a robust pipeline of organic customer acquisition – independent of any aggregator or paid ad.
By actively encouraging social tagging and embracing user-generated content, you’re doing more than marketing – you’re building a community around your business. That community not only engages with you on-platform but also drives real-world actions and traffic. It’s the digital-age version of “word of mouth,” and it can spread far beyond your immediate locale.
A single share can echo to distant corners (maybe a traveler sees a friend’s post and saves your place for when they visit your city). And the best part? This type of promotion is organic and self-sustaining.
Great experiences lead to posts; posts lead to new customers; new customers lead to more posts. Your job is to stoke that engine: deliver share-worthy experiences, make it easy to tag and link to you, and show appreciation for every piece of content a customer creates about you.
One more insight: this approach helps you stand out from the crowd on social media. Many businesses either neglect social or use it as a one-way advertising channel. By focusing on interaction (check-ins, tags, sharing UGC), you differentiate as a business that listens and engages.
This can attract even those who haven’t heard of you via a friend. For instance, someone browsing Instagram might see you frequently engaging with customers in comments – it paints a picture of a friendly brand, which might prompt them to follow you or visit your profile out of curiosity. Every follower or social visitor is a potential direct customer down the line if you continue to nurture that relationship.
Keep an eye on trends too: New social features pop up (like Instagram Guides, or whatever next year’s TikTok trend is). Early adopters often get extra exposure. If something like “local guides” or “community recommendations” becomes a bigger feature on a platform, hop on it.
Facebook already had a “Local Recommendations” feature where friends asking for tips would auto-suggest pages to tag – if your page is well-liked, it could be suggested. Always claim and update any new profile feature that can give more info (hours, menus, story highlights for FAQs, etc.). The easier you make it for a social user to go from seeing you to knowing how to engage/buy, the more direct traffic you’ll convert.
In essence, social and local tagging + UGC is about turning customers into advocates. It’s like having an army of happy patrons subtly saying “go check this out” to everyone they know. That’s powerful. And it comes at a fraction of the cost of traditional advertising – often no cost at all except a bit of effort and maybe the occasional freebie as thanks.
Just remember to keep it genuine: authenticity rules in the land of social media. Encourage, but don’t force; engage, but don’t manipulate. Your genuine appreciation of your customers will shine through and encourage even more sharing.
So, start today: put up that “Instagrammable wall” in your shop, create a catchy hashtag, ask a delighted customer if they wouldn’t mind posting about the experience, and celebrate those who do.
Over time, you’ll cultivate a vibrant online buzz that translates into real business. Your direct traffic will grow not just in numbers, but in quality – because people coming through peer recommendations arrive pre-warmed and trusting. That’s the kind of traffic that turns into loyal customers. And as any business owner knows, loyal customers are the bedrock of sustainable success.
In a world where everyone is glued to their phones, make sure that what they see about you on those screens leads them straight to your door. Your story is already being told by your customers; now, amplify it, and enjoy the influx of new faces finding you through the social grapevine.
After all, the only thing better than a good marketing campaign is a legion of fans doing the marketing for you – and with social tagging and UGC, that’s exactly what you unlock.
Welcome to the era of social-powered direct traffic – your business will never be the same, in the best way possible. 🚀 linkedin.comeveryonesocial.com