In a fast-moving and crowded industry, food and drink brands need to find efficient, engaging and consistent ways to connect with their customers online, and social media can be one of the best tools to do that. We see many food and drink brands focusing a lot of their time, energy, and resources on social media marketing to build a loyal community of followers who can spread a message about their products. But, if every other food and drink brand is doing the same thing, how do you stand out from the crowd?
One of the tricks to nailing a successful social strategy is to have a consistent stream of posts that encourage regular engagement. Text and picture posts can get great results, but did you know that posts with video have 48% more views (HubSpot) and generate 1200% more shares than text and image content combined? (G2 Crowd).
As a food or drink brand, Twitter, LinkedIn and Snapchat are great, but Facebook and Instagram should be your bread and butter. Instagram in particular, is highly visual, so it’s great for showing off your products in the best light and acting as your virtual “storefront”. Try to tell the story of your brand and your products with a variety of videos. For example, you can create simple, glossy, 10-second clips of the ingredients that go into your products or a quick time-lapse of a pop-up display being put together in a retail store. Do 1-minute interviews with members of the team or film with your farmers and producers.
Videos on social media add huge credibility to your brand’s identity, especially when informative and educational. Viewers retain 95% of a message after watching it in a video, compared to 10% when reading it in text (Wirebuzz). Remember, 85% of Facebook videos are watched without sound (Instagram), so consider adding motion graphics or subtitles to make them stand out.
Instagram and Facebook are perhaps one of the most effective ways to create a deeper connection with your customers and engage them on a more personal level. Get somebody in your company to create a Live-stream broadcast taking your audience behind your brand’s scenes and giving them insight into your day-to-day activities. These can be behind the scenes of a shoot, event or product sampling, shots in your office, a team outing or videos in your factory. This type of content will resonate with your audience because it’s personal, honest and will make them feel more involved with your journey. Also, because of the personal style of these videos, 47% of consumers enjoy watching adverts from brands on Instagram and Facebook Story (Animoto).
Think of social media videos as part of a wider ecosystem of content you are creating. Try to drive your audience from one channel to create better engagement with your brand. For example, if you have some great long-form content on YouTube (above 2 minutes) but don’t have many subscribers, create short clips from that content and post it on your Facebook or Instagram page with a link to send viewers across to watch the full video on Youtube. If you are creating blogs or other pieces of written content, you can create short videos summarising the main points from the blog. Post that video on social media and then encourage the viewer to read the full blog on your website by following the link. Not only does this technique help to give your audience lots of content to “gorge on”, but it’s also fantastic for SEO.
Social media is a great way for food and drink brands to build their own tribe. It works extremely well at engaging audiences with relevant, interesting and exciting content about your brand, and by using video amongst your social media marketing, you can find simpler, easier and more engaging ways to stand out online.