Looking for a way into the customer’s kitchen? Facebook and Instagram are with the consumer at every step of the buyer’s journey. This is particularly true when it comes to the food industry. In this article, Julia Krohn explores how marketers can translate the consumer’s thirst for food inspiration into sales.
Food is the third most popular topic on Facebook and Instagram, clocking in behind travel (no. 1) and music (no. 2). There’s no doubt that logged-in users are hungry for delicious food recipes, but how can you turn that interest into actual sales?
According to a recent Food Consumer Study, two important facts emerge:
- 87% of those aged 18-34 discover new food or recipes on social media.
- Half of those who discover new food on social media have made a purchase afterwards.
At a food and marketing conference in Oslo, Facebook’s Petter Høie presented the findings from the study, which included responses from 5,000 participants (aged 18 and above) in the United Kingdom, France and Germany.
Three delicious food shopping trends
The study showed how mobile use affects our food habits. Here are three important food shopping trends you need to know about. Which of these trends will you take up on?
1. Zero friction shopping
We use our smartphones for everything nowadays, and we’ve come to expect that all services should be done with the click of a few buttons. For instance, 68% of those aged 18-34 claim that it’s more valuable to save time than it is to save money. Make it easy for young consumers to buy from you, and you’ll make the sale and earn their loyalty over time.
That is, if you help them to be conscious consumers.
2. Shopping with a conscience
It shouldn’t come as a surprise that today’s consumers are increasingly concerned about how their purchasing decision affects the environment and society at large. More people want to know where the food comes from and how it’s been stored.
3. Keep it simple
Make sure you tailor great content to mobile phones. That way, your brand can be part of the dinner conversation while the Friday taco is being served, or when people plan their weekly shopping.
Spoon Oslo’s B2C expert and editor, Inger Marit Knap Sæby, adds that it’s important to make cooking look easy.
‘Dishes with too many ingredients are often ignored. The same thing happens to advanced methods or hard-to-understand language. The lack of a clear overview doesn’t yield any good results’.
The key to success on different channels
One size does not fit all when it comes to content on Facebook and Instagram’s different channels.
You know that if you’ve ever tried to use a TV ad to reach the target audience on Instagram, for example. If you want your message to come across effectively, you need to adjust it to the platform’s format.
Never take your recipients’ attention for granted. Don’t save the fireworks until the end, instead show the core of the message right at the beginning. Use the first few seconds well by presenting your brand or product within the first 15 seconds.
Reward those who keep the sound on
Most people watch videos on Facebook and Instagram without any sound. Make sure the message comes across through visual media and text. This doesn’t mean, however, that you should skip sound altogether!
Surprise your audience with an exciting sound bite that increases the memorability of your story. That way, you reward those who’ve got their sound turned on. As a bonus, you’re more likely to be remembered.
Play more (and have fun)
The kind of video content that works changes all the time. Perhaps you choose to break one of the ‘rules’ that makes your brand stand out?
‘We recommend that you experiment to learn. Play, be creative and have fun,’ Høie says.
Consumer insight + creativity = true
The greatest impact with your communication happens when you combine consumer insights with creativity.
One tip is to collect data through search and combine it with targeted videos. You can use insights from Google to fix a YouTube ad that deals with the same theme the person has previously shown interest in.
‘For example, you can send a video about five quick lunch box tips to toddler parents who have searched for “healthy lunch box”, or provide a cheap recipe for hungry students,’ says Inger Marit.
In other words, add a good dose of creativity and you have an opportunity to be seen. There are several examples of brands that have used insights from search in novel and unexpected ways. Take this Mars campaign, for example. They reward people who search for answers to difficult and weird situations.
Serve your audience with delicious content (without the bad aftertaste)
So, let’s sum up the most important ideas from this post.
- Has your brand taken the step to ensure a more sustainable food production or reduced its climate footprint?
Remember to talk about it! Conscious consumers care about the planet and they demand to know how your product/service contributes to a better world.
- Create content that follows the formatting rules for a specific channel, but don’t be afraid to experiment to see what else might work with your brand.
- Collect data insights to improve the content and optimise your ads during the campaign period.
Take the chance and quench your consumers’ thirst for food inspiration. Then translate that attention into sales and trust for your brand with smart messaging, positioning, and distribution. What delicious experience will you serve your audience?
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