In the competitive social media landscape, food brands need to think strategically to set themselves apart. L2’s Digital IQ Index: Food identifies the best practices for each platform:
Pay-to-play is the rule on Facebook. Unpromoted creatives cost money to produce and fail to generate significant ROI in the form of interactions. Nearly half of brand posts on Facebook are promoted, and these posts generate 80% of interactions with branded content on the platform. If food companies want to gain organic engagement, they should consider partnering with top recipe accounts like Tastemade, where their products can be featured in recipe videos and posts. As Facebook community sizes lose relevance, exposure through monetary investment and recipe hubs is crucial to ensure engagement.
Instagram offers organic reach. Food is a famously popular subject on Instagram, with top brands posting mouthwatering pictures and captivating recipe videos. As a major platform for food brand engagement, Instagram is the last outlet for organic mass interactions on social media, yielding more engagement than Facebook.
Twitter promotes one-on-one engagement. Food brands can use Twitter to connect with core audiences, engage in one-on-one customer service and reach out to fan and influencer accounts. Ben & Jerry’s leads the Index in engagement, publishing content that resonates with its fans and ensuring a constant stream of customer service messages to maintain their loyalty.
Pinterest is, surprise, visual. Pinterest’s visual focus makes it ideal for food brands to promote their content, especially through recipes. Shared recipe pages earn food companies high interactions; sharing resources between brands helps increase the utility of recipe content for users by making the page a single stop for recipes. Betty Crocker does well on Pinterest by serving as a hub for a range of recipes, beyond those focused on its own products.