In the modern world, social media has become a place for communication and a powerful tool for business promotion. This study investigates effective methods and approaches for social media to increase awareness, attract the target audience, and maintain a positive image of the restaurant. The study examined theoretical information about social networks, methods of social media marketing for the restaurant business, and the main tasks of Social Media Marketing. It also analyzed the advantages and disadvantages of using social media in the restaurant industry. The study results showed that Instagram is one of the most effective platforms for promoting restaurants due to its visual nature. Developing a goal tree, information, and functional models during the study has proven to be valuable for planning and executing a promotion strategy on the Instagram platform.