6 Consumer Food Brand's Winning at Social Media
A good social media presence is more than creating content and uploading posts. Without a well-thought-out social media strategy, some brands will be unable to reach and engage with their followers.
From Uncle Ben’s sharing recipes that inspire families to Kraft Macaroni & Cheese encouraging followers to retweet their love for cheese on National Cheese Day, some brands are creating knock-out social media content that engages people. Here are some well-known brands you can take inspiration from to improve your brand's storytelling for social media.
1. Asking followers about their favourite products
Asking questions allows followers to share their opinions, tips and wisdom.
Oreo, a line of sandwich cookies, is engaging its followers on Twitter by asking questions to understand which type of stuffed cookies they prefer from the brand. Is it mega or thinly stuffed? Followers can share their preferences and even tips on how to best enjoy the cookie in the comment section.
2. Asking followers to retweet posts on a specific national day
From Drive-Thru Day on July 24 to Ice Cream Sandwich Day on August 2, there is a weird, funny and wonderful day to observe and celebrate each day of the week.
Kraft Macaroni & Cheese, a line of packaged dry macaroni products, is driving its engagement on Twitter by encouraging its followers to retweet its post on National Cheese Day if they love cheese. The video used with the social post really captures the audience’s attention and leaves no doubt in their mind what the post is about. It’s about cheese! And the brand wants you to show your love for cheese on this day.
3. Encouraging followers to tag and use custom hashtags to show how they enjoy the product
Tagging and using custom hashtags on Instagram is the best way for brands to see what their followers are saying about their product.
Baskin-Robbins Canada, a chain of ice cream shops, is encouraging its followers on Instagram to tag the brand and to use the hashtag #BaskinRobbinsCanada to share their go-to ice cream topping. This not only makes it easier for the brands to engage with their followers but also gives them content to repurpose for their next social post.
4. Sharing news of the company’s community giving program
Posts from brands showing highlights from their community giving program not only increases engagement on social media but also help build a loyal fan base.
Rabba Fine Foods, a chain of local markets and convenience stores in the Greater Toronto Area, is using its Facebook to share its news from its Rabba Roots community giving initiative. On Facebook, the brand shared its press release announcing its donation of baby food to The Compass with MPP Rudy Cuzzetto.
5. Sharing fun recipes to inspire families to cook together
Some followers love it when their favourite brands share recipes showing how people can get creative with their products.
Uncle Ben’s, a line of rice products, is using its Twitter to share tasty recipes families can cook together using its products while learning about the nutritional values of the ingredients they are using. On Twitter, to inspire its followers and to drive engagement, the brand shared its broccoli bowls recipe. Families wanting to cook this for dinner can visit the link in the post to download the recipe and also in the process learn about the nutritional value of the recipe's key ingredient - rice!
6. Sharing photos from the brand's influencer collaborations featuring its new product
Brands share content from their influencer collaborations to drive engagement, tap into the influencer's audience and share tips on how to best enjoy its products.
Doritos, a line of flavoured tortilla chips, shared a post on its Instagram resharing the photo from its influencer collaboration to show highlights from the brand's new product, the XXTRA Flamin' Hot Nacho. The post features influencer Jay Mendoza happily enjoying the new spicy Doritos chips. Looking at the post, followers are encouraged to share their opinions in the comment section on how they feel about this new product and whether a spicy Doritos flavour is something they would try.
Samiha Fariha is an Account Executive at Torchia Communications, where she works to help provide communications counsel to a wide variety of clients in automotive, food, retail, tech and non-profit. Follow Samiha on Twitter or connect with her on LinkedIn.