They say you should never write a food blog when hungry, but I’m making an exception.
Being a marketing agency that works with food and beverage brands, I see a lot of the industry social channels: the inspiring, the why God why? – and another category I will call tumbleweed, because it’s all but deserted. This applies to any industry’s social content, though.
For now, let’s hang out with the “inspiring” social channels and see what they do to make us hungry and keep themselves part of the social conversation.
1. They know who they are!
Just because health-conscious and performance brands are popular now, doesn’t mean you have to be that too! If your product is a pricey indulgence or even a straight-up guilty pleasure (I’m looking at you, Doritos), embrace who you are! Consumers crave authenticity, and you’ll find more engagement when you stick to who you are and why people love your product, rather than chasing trends!
Two recent Cheetos Instagram posts illustrate this idea (yes, I really just said that!): Which one feels more real?
2. They show people how to use their product!
Share recipes, mixed drinks, serving and pairing suggestions – let consumers see all the ways they can use your products. So you’re a single serve jerky brand? Show people “out in the wild” getting powered up for a hike, or even before an epic shopping trip. It’s all about helping the consumer envision how your product fits in with their lifestyle.
3. They play!
Social media is… social. Some of the best moments happen when food brands have entered into playful banter with each other, joining the larger conversation with their customers.
4. They have really sweet product demos and imagery!
Food photography and video isn’t easy to produce, but it’s TOTALLY worth the effort and resources for beautiful imagery that features your products. Our current crush is LARABAR’s Instagram feed. Check it out – a mix of stop motion, product beauties, pairings, and inspirational quotes all in a bright and lovely color palette.
So, while this inspiration may leave you hungry (or hangry, no judgement) for more, finding the right style and voice for your brand’s social media is a crucial step toward connecting with your audience. If you need help turning those tumbleweeds into followers, contact Paperkite!
