The Pasta-bilities of Social Media and the Food Industry

 

The next dish needs no introduction. Social media has become a staple in our online consumption, and a vital tool for marketing campaigns. Platforms such as Instagram, Tik Tok, You-tube and Facebook are no longer just primarily used for social interactions with friends. And don't forget apps such as Pinterest, Twitter and Snapchat which are just as popular and important. 

They have become platforms for businesses within the food industry which can help to reach your audience and foster relationships, create meaningful content, brand awareness and exposure of your products. Some of the features tools available to a business include the use of hashtags, sponsored content, targeted advertising, links, bloggers, analytics and the shopping feature.

Businesses and brands can pay for adverts and sponsored content to feature on other social media platforms, through the use of bloggers and influencers. Social media platforms have become such a lucrative business worldwide that influencers can make a profit from by working in tandem with brands.

There are a variety of social media channels available, different ones tend to suit different business ideas. Let’s look at a little taster of what the main social media channels can provide for the food industry - Instagram and TikTok.

Instagram

“Instagram is a free photo and video sharing app that allows people to upload photos and videos to their followers or to a selected group of friends”

For the food industry, this is where you can create content for your users to allow them to scroll through countless images of mouth-watering tasty dishes, read flavoursome captions and hashtags and look at savory how-to video reels. Some examples of food industry businesses who are using Instagram to their advantage include Griolladh and Bored of Lunch.

Tik Tok

The newest member to the social media club – TikTok has seen the fastest growth of any of the social media platforms, with a spike in popularity during the covid-19 pandemic (remember the whole Banana Bread phase we all went through? Thank TikTok for helping to share recipes videos). You can't underestimate the power of this platform, with the ability of making a superstar out of anyone from the content that they post. This is where Gen-Z is spending their time – with a particular high engagement level. Food businesses can use this platform to start trends and challenges. Chipotle began the #ChipotleLidFlip challenge, while My Cookie Dough, a homekit delivery service has used satisfying videos to showcase their creations, which will have you ordering in no time.

The most important consideration to always have for your business is where your demographic profile/target market is shifting to and consuming information. You have to be where their attention is and provide them with enriching content – choose the platforms to focus on that the majority of your audience spends their time on. Ensure to use clean, crisp images and catchy videos, respond to comments and engagement, use hashtags to trend online and become more visible for users who may not be following you directly. Also, interact with other businesses, influencers and bloggers who are similar and can help reach your target market. 

Side dish:

Businesses that pay to promote their products online should be aware of the Advertising Standards Authority for Ireland (ASAI) and the code of standards for advertising and marketing communications. This document sets out regulations for the way in which advertising and marketing is communicated to consumers. 

I would love to know who you enjoy following from the food industry - your favorite foodie or cafe that is hot in the social media oven. And of course, on what social media platform do you enjoy spending your time on. Leave a comment below. 

Suzanne Earley