Why “more social media” isn’t the answer to increasing footfall at shopping centres

When shopping centre footfall starts to fall, one of the first suggestions is often: “We need to do more on social media.”

But more posts, more reels, and more ads rarely solve the real problem.

Social media is a communication channel – not a destination.

People don’t visit shopping centres because they saw another Instagram post. They visit because there’s a compelling reason, at the shopping centre, to leave home.

The real questions should be:

• Is there something new to discover?
• Are we creating memorable experiences, not just transactions?
• Is the tenant mix aligned with what today’s consumers want?
• Are we making visits easier, more enjoyable, and worth the journey?

The best-performing shopping destinations don’t just market themselves better- they give people something worth talking about.

Social media’s role is to amplify those experiences, build anticipation, and extend the conversation beyond the visit. It can’t compensate for a lack of differentiation.

In an era where consumers have endless online alternatives, shopping centres need to compete on experience, convenience, and community- not content volume.

The challenge isn’t creating more posts.

It’s creating more moments that people genuinely want to experience, take action and visit.

What’s your view? Is footfall primarily a marketing challenge, or is it a broader customer experience challenge?