Is Zomato’s Social Media Dead?

In case you’re wondering why you haven’t seen Zomato pop up on your Instagram feed lately - it’s not you, it’s them.

Zomato’s social media presence has been a masterclass for brands and agencies. With 1.2 million Instagram followers and engagement rates that made competitors drool, Zomato set the gold standard for blending humour and relatability, and creating trend-setting content.

E.R. is calculated over views, not impressions. Don't come at me.

The long-standing social media giant has slowly disappeared from Instagram since the start of 2025, dwindling down to a mere 1 reel in the month of May, and that too a brand film with a media push.

But 2025 tells a different story. The once-vibrant Zomato social media feed feels like a ghost town. Content output has dwindled, and engagement rates have plummeted. For a brand that thrived on digital charisma, this sudden silence raises eyebrows. Is Zomato’s social media cooked, or is there more stewing beneath the surface?

Ouch.

The easy assumption is that Zomato’s recent challenges are to blame. A 78% profit dip in Q4 2025, the shutdown of Quick (15-minute food delivery) and Everyday (homemade meal services) and a public “red flag” controversy that prompted a response from CEO Deepinder Goyal himself, suggest a company under pressure. It’s tempting to think Zomato simply abandoned its social media ship to focus on damage control.

A shift in strategy.

However, a closer look reveals a different strategy simmering. Zomato’s city-specific “Go Out” pages have been growing steadily in Kolkata, Goa, Hyderabad and Pune (Bangalore has recently seen the start of ‘Order Now’). These hyper-local pages are gaining traction, targeting audiences with tailored content that resonates on a granular level. And post the acquisition of Paytm Insider's entertainment ticketing business, the brand has focused on growing @districtculture and @districtupdates in 2025.

These pages have collectively amassed a following rivalling the main brand account; but lack the iconic spark of the OG. For us in the galleries, this shift poses a critical question: Is Zomato’s social media dominance fading, or are they reinventing engagement, one District at a time?