Introduction – Don’t Let Feeds Go Quiet
Gary Vee says: “Content has no expiration if it brings value.”
For pubs, that means your feed should never go silent. Even when you’re too busy, too quiet, or too short on ideas, evergreen and throwback posts can keep attention alive.
This article shows how to build an evergreen system that stops burnout while keeping your pub’s socials buzzing all year.
Why Evergreen Content Matters
- Businesses that post evergreen content see 35% steadier engagement year-round (HubSpot, 2024).
- Throwback posts perform 50% better on Facebook because nostalgia triggers emotion (Psychology Today, 2024).
- Hospitality feeds that go silent for even 2 weeks lose up to 30% of engagement momentum (CGA Strategy, 2024).
The solution? Reuse what still works.
Step 1: Identify Evergreen Content
Evergreen = content that doesn’t expire. For pubs:
- Photos of your pub exterior (timeless).
- Signature cocktails or dishes.
- Behind-the-bar clips (pouring pints never gets old).
- Team introductions.
These posts can be reused every few months with a fresh caption.
Step 2: Use Throwbacks to Spark Nostalgia
Gary says: “Throwbacks are emotional currency.”
- Repost last year’s Christmas party.
- Share crowd shots from past football wins.
- Post “1 year ago today” event highlights.
Nostalgia creates shares — people tag their mates who were there.
Step 3: Rotate, Don’t Repeat
The trick is to rotate content so it feels fresh.
- Change captions: “Still our favourite burger pic 🍔” instead of reusing the old text.
- Add context: “This was last year’s match — round two coming this Saturday.”
- Blend with current posts so the feed feels alive, not recycled.
Step 4: Build an Evergreen Bank
Gary calls it “content arbitrage.” Save your best posts in a folder:
- 10 best food photos.
- 10 best crowd shots.
- 10 best memes.
- 10 best reviews.
Now, whenever you’re short on time, you’ve got ready-made content to drop.
Step 5: Mix Evergreen with Fresh
A healthy feed is 70% fresh, 30% evergreen/throwback.
- Fresh = daily clips, events, live content.
- Evergreen = consistent filler to avoid gaps.
- Throwbacks = emotional spikes that reignite attention.
Case Study – Evergreen Burger Post
One pub had a burger reel that went viral. Instead of moving on, they reposted it every 3 months:
- Added new captions.
- Tied it to events (football, national burger day).
- Each repost pulled in hundreds of new engagements.
By year-end, the same video generated 50,000+ local views.
Mistakes to Avoid
- Copy-pasting without editing captions.
- Relying only on old content (looks lazy).
- Forgetting to tag new events/customers in reposts.
Linking to Your Free Resource
Want to learn how to build an evergreen content bank without stress?
👉 Try The Gary Vee Pub Marketing GPT — free AI coach, built for landlords.
Evergreen content is part of the bigger Gary Vee playbook. For the full guide →
👉 Gary Vee Social Media Marketing for Pubs: The Ultimate 2025 Guide
And if you want content banks created automatically →
👉 Check out SmartPubTools
Conclusion – Stop Burnout, Stay Consistent
Gary’s principle is clear: good content doesn’t expire.
For pubs, evergreen and throwbacks are the safety net that keeps feeds alive, even on your busiest weeks. With a little planning, your social media can stay buzzing year-round without burning you out.