Social media platforms have rapidly gained popularity throughout the past few years, changing the course of business marketing. Local businesses have started using their platforms as a way to share more information and market their products.
But this growth can lead to a divide between businesses that follow trends and traditional businesses that may not be as familiar with this type of marketing.
197 Agency, a Miami-based social media marketing company, focuses on helping brands grow by collaborating with businesses and performing the necessary photo and video shoots needed for advertising. Casa Gianna, an Italian restaurant and hotel in downtown Miami, relies on the social media team at 197 Agency to capture content for its marketing.
Around 74% of diners choose restaurants based on social media content, reflecting social media’s role in business marketing and strategy.
By organizing photo shoots, this company captures images for the restaurant’s website, Instagram, TikTok and other platforms.
This photo essay follows Casa Giana’s growing relationship between social media and business marketing.
The talent and videographer capture the entrance to Casa Gianna, an Italian restaurant and hotel in downtown Miami, filming the opening shots that will introduce viewers to the location.197 Agency, the social media team, handles all of Casa Gianna’s socials, capturing content across channels as they expand into the hospitality industry. The composition and framing must be perfect. This ensures the final footage is clear, consistent and usable across multiple platforms.The talent’s are Liz and Bella.Vertical photos and videos must also be captured for a campaign. Ania, marketing assistant, takes a snapshot to showcase behind the scenes.Social media isn’t just influencing dining; it’s driving it. According to PH ranking, around 74% of diners choose restaurants based on social media content.Sharon Berkley, a marketing specialist, has helped manage Casa Gianna since September. She’s apart of 197 Agency’s rapidly growing roster now totaling 25 clients.Every shoot begins with a mood board that guides the visual style. From it, different wardrobe options are selected to match the look and feel planned for the content.From lobby to rooftop, every space is utilized to craft engaging content that highlights the hotel’s luxury, style, and vibrant atmosphere.Not every shot features a model. Gonzo, a photographer, focuses on highlighting the hotel’s branding in a way designed to catch attention on social media.Multiple cameras capture different angles and content formats. Important since video generates up to 48% more engagement than photos, according to Social Media Today.According to Hospitality Net, about 35% of travelers use Instagram and TikTok for travel inspiration, and hotel’s social platforms can see up to 20% more direct bookings.
Lisa Maarek is an undergraduate student at FIU majoring in Digital TV and Mulitmedia Production. With a passion for filmmaking and visual storytelling, she intends to gain hands-on experience with handling broadcasting equipment and collaborating with other creative individuals.
Sabrina Lozano is a Digital Communications in Media student at Florida International University, specializing in digital journalism and media with a focus on sports. She is passionate about storytelling and aspires to share compelling narratives that inform, engage, and inspire her audience.
Artimese Bryant is a senior at Florida International University who has experience in branding and social media marketing.
Bryant has worked on several projects as a layout editor at The Famuan and an art director for Stephens & Johnson Reunion. She hopes to become a creative director and leave a mark in film production. She loves indulging in all forms of media and strives to create an avenue of her own.
Bryant will graduate from the Lee Caplin School of Journalism & Media with a bachelor’s degree in Digital TV & Multimedia Production in 2026.
