Are you ready to grab your apron and get ready to cook up some engaging content?
No doubt that social media has become the beating heart of brand promotion. For food and beverage brands, the visual feast presented on platforms like Instagram, X, and TikTok offers an incredible opportunity to engage with audiences in a way that transcends the limitations of traditional advertising. In fact, 39% of Instagram users engage with food content.
In this age of scrolling and swiping, how can your brand stand out, tantalize taste buds, and leave a lasting impression? Let’s explore the art of social media for food and beverage brands and scrumptious food and beverage social media campaign ideas that will not only elevate your brand but also have your audience coming back for seconds.
Utilizing Social Media Platforms for Brand Awareness
From the aesthetically pleasing grids of Instagram to the short and snappy content on TikTok, and the community-building prowess of Facebook, these platforms serve as dynamic canvases for your brand’s culinary masterpiece. As a food and beverage brand, you can employ each platform to create a symphony of flavors that resonates with your audience.
Instagram, TikTok, and Facebook: A Trifecta for Brand Promotion
Instagram sets the stage, where eye-catching visuals and compelling stories take center plate. From fast-food giants to artisanal gems, brands leverage the visual allure of Instagram to showcase their gastronomic wonders, fostering connections and inducing cravings with every scroll.
Enter TikTok, the dynamic newcomer. Short, snappy videos featuring behind-the-scenes kitchen enchantment, quick recipe hacks, and the irresistible final dish cater to a younger, more vibrant audience.
@crumblcookies Make some noise for Salted Caramel Cheesecake! 👏 #CrumblCookies #dessert #baking ♬ original sound – Crumbl Cookies
Meanwhile, Facebook, the seasoned virtuoso, remains a cornerstone for community-building. Brands employ it to share more extended content, host live events, and engage in meaningful conversations with their audience. Here, food is not just a product; it’s a conversation starter, and the audience becomes an integral part of the culinary narrative.
The Power of Visual Content
In social media, attention span is as fleeting as a perfectly timed Snapchat. Thus, creating content that captivates and resonates is a culinary art. A visually stunning post speaks volumes – it’s a culinary symphony waiting to unfold. Successful food and beverage brands recognize the significance of visually appealing content, from tempting close-ups of dishes to meticulously crafted flat lays that showcase the artistry behind each creation. Beyond mere product display, these brands understand that each post is an opportunity to weave a visual tale. Be it a sizzling video of a burger assembly or a captivating time-lapse capturing the rise of a cake in the oven, the objective is clear: to offer a sensory journey and create an immersive experience for the audience.
Check out the TikTok created by the ever-famous chef, Gordon Ramsay, for instance. The recipe video is short, captivating and the burger looks incredibly delicious:
@gordonramsayofficial When in #australia….you cook up a delicious Wagyu #Burger with Cheese ! 🤤 #TikTokCooks ♬ original sound – Gordon Ramsay
For food and beverage brands aspiring to achieve this level of excellence, consider the invaluable expertise of food marketing agencies. These companies are skilled at turning culinary visions into visually captivating stories, so every post is more than simply a show; it’s a chance to tell a gripping story.
Content Ideas for Food Brands and Food Content Creators
Recipe Videos: Well, this one seems obvious, but hear us out. You need to take your audience on a gastronomic journey with step-by-step recipe videos. Not only does this showcase your products in action, but it also invites followers to recreate the magic in their own kitchens.
Here are my favorite accounts that I follow to prepare different meals at home:
@bearenger A year later and I’m still obsessed 🤩🥕 #healthyrecipes #hormonebalance #easyrecipe #foodasmr #plantbased ♬ Sure Thing (sped up) – Miguel
Behind the scenes content: Ever wondered why reality cooking shows are so popular? It’s because people love to peek behind the curtain and witness the magic behind their favorite dishes. Therefore, you need to apply this concept to your social media strategy by offering glimpses behind the scenes. Peel back the curtain and give your audience a backstage pass to your kitchen. You can share the dedication, passion, and expertise that go into creating your culinary wonders as it might seem fairly easy in the original video that is edited brilliantly. Remember that the more your audience connects with the hands behind the meals, the more invested they become in your brand.
@danielles_eats Come behind the scenes of a recipe video shoot for a client! #recipecreator #foodvideography #ugc #ugccreator #foodugc #foodugccontent ♬ Summer – Instrumental – Devinney
As the show must go on in the kitchen, you can find an agency to elevate your business’ social media presence. These agencies can become your hands and ears; saving you from the burden of creating effective social media strategies for restaurants.
Trending Topics in the Food Industry: Whether it’s the latest food challenge or a viral ingredient, being part of the conversation keeps your brand current and relevant. So, make sure you ride the wave of trending topics within the social media landscape for the food industry. Your job is to establish your food brand or keep your restaurant up and running, therefore it’s understandable that you might not want to deal with following trends or social media updates among all the things you need to do for your business. Don’t worry, though; social media marketing agencies are here for that. Just find the best one that suits your needs and objectives, and enjoy your youthful empire on social media.
Encouraging User-Generated Content (UGC)
As any seasoned chef knows, the most satisfying meals are often the ones crafted with love and collaboration. The same principle holds true in the digital world. By encouraging your audience to become co-creators of content, you not only foster a sense of community but also tap into the authentic narratives of your satisfied customers. Keep in mind that transforming passive followers into engaged participants can elevate your food campaigns on social media to new heights. Here are a few steps you can take to encourage your audience for user-generated content:
Contests and Challenges: You can set the stage for a virtual culinary showdown. One idea is to launch contests that challenge your audience to create their unique dishes using your products. Whether it’s a dessert competition or a savory showdown, let the creativity of your followers take center stage. If you’re a restaurant, you can start by launching a challenge contest tailored to your menu. This challenge could involve a generous portion of your best-selling menu item and should include a prize at the end. Similar to the TikTok example below, these contests generate buzz across social media, enhancing the visibility of your restaurant or brand.
@jwebby_can.eat Big Slice in 2mins 38secs #jwebby #jwebbycaneat #pizza #bigslice #pizzachallenge #foodchallenge #foodtok #competitiveeating ♬ Sports action – TimTaj
Dedicated Hashtags for Customer Submissions: A well-crafted hashtag is like the secret ingredient that ties a dish together. Thus, you can consider creating a unique and memorable hashtag that your customers can use when sharing their culinary masterpieces. This not only makes it easy for you to track submissions but also creates a cohesive online community.
Turn Your Customers into Brand Advocates: Think of your customers not just as consumers but as storytellers. It’s essential to make sure that you encourage them to share their experiences with your brand through reviews, testimonials, or even personal anecdotes. This user-generated content serves as a powerful tool, providing authentic glimpses into the impact your food has on people’s lives.
@jasmineblogs2 My favorite night time snack! #hacks #lifehacks #healthydessert #healthydesserts #chobani #chobaniflip #dessertsoftiktok ♬ som original – BFCLL 🇧🇷
Another easy yet effective step is featuring customer testimonials on your social media platforms. Highlight stories of how your food brought joy to celebrations, became a comfort during tough times, or simply became a memorable part of someone’s day.
Leveraging Health and Wellness Trends
The world has grown more mindful of well-being, health, and nutrition, with superfoods gaining popularity since the beginning of the 2010s. Nowadays, many of us indulge in avocado toasts or chia puddings for breakfast and opt for healthier pasta alternatives like quinoa. I must admit, like many others, pasta holds a special place in my heart, and I’m not ready to hop on the lentil pasta bandwagon just yet. However, many people are, especially as they adopt different types of food habits. So, it’s important to remember that your brand can become a trusted companion on the journey toward a healthier lifestyle.
Tapping into Health and Wellness Trends: As health becomes a priority for many, your brand can shine by embracing health-conscious values. This doesn’t mean a complete menu overhaul; instead, think about showcasing how your offerings cater to a variety of dietary needs. Introducing diverse options, from plant-based dishes to gluten-free alternatives, not only broadens your appeal but also positions your brand as one that values the well-being of its customers.
Focusing on Healthy Eating Habits, Mindful Eating, and Nutrition: Go beyond the plate and delve into the realm of healthy eating habits, mindful consumption, and the nutritional goodness your dishes bring. Educate your audience about the positive impact of your ingredients and shed light on how your culinary creations contribute to a balanced and nutritious lifestyle. Craft content that highlights the nutritional benefits of key ingredients in your dishes. Whether it’s a nutrient-rich salad, a protein-packed bowl, or a vitamin-infused smoothie, communicate that your food isn’t just a delight for the taste buds but also a positive choice for overall well-being.
Interactive Campaigns and Contests
Now, let’s spice things up a bit by exploring the world of interactive campaigns and contests. This is where the magic happens—engaging your audience in a way that not only captivates but also encourages participation. Here’s your backstage pass to creating a buzz around your food brand.
Caption Contests: Caption contests are like a game of culinary charades, inviting your audience to showcase their creativity. Share a captivating image of your signature dish and let the creativity flow. Encourage followers to come up with witty, funny, or downright clever captions. The winning entry not only gets a shoutout but also adds a playful touch to your brand identity. Consider featuring the winning caption in your future posts or even turning it into a limited-edition menu item named after the winner. This not only rewards the participants but also turns them into a part of your brand narrative.
Sweepstakes and Quizzes: Sweepstakes and quizzes are like the spice blend in your secret recipe—they add an element of excitement and keep your audience craving more. Design a sweepstakes where participants have a chance to win a special meal, a discount, or exclusive merchandise by simply entering the contest.
Quizzes, on the other hand, are a fantastic way to engage while collecting valuable data. Create quizzes related to food trivia, your brand history, or even general culinary knowledge. This not only entertains your audience but also provides insights into their preferences, helping you tailor your content to better suit their tastes.
Providing Entertainment: Social media is not just a platform; it’s a stage. Your audience is the audience, and they’re here for a show. Interactive campaigns provide the entertainment value that keeps followers coming back for more. The more enjoyable the experience, the more memorable your brand becomes.
Collecting Valuable Data for Marketing: Beyond entertainment, interactive campaigns serve as data goldmines. Learn more about your audience’s preferences, habits, and opinions through their participation. This valuable information can shape future campaigns, product development, and overall marketing strategy.
Promotional Offers and Incentives
In the world of social media, where attention is fleeting and choices abound, promotional offers and incentives act as aromatic spices that draw customers to the feast. Strategies like discounts or exclusive coupons boost sales while also cultivating a sense of excitement and urgency among your digital diners.
Exploring the Effectiveness of Promotional Offers
Discounts and Coupons: The allure of a good deal is universal. Whether it’s a limited-time discount code or an exclusive coupon for social media followers, providing tangible benefits encourages immediate action. Craft compelling visuals and copy to communicate the value of your offer, compelling your audience to take advantage before it’s gone.
Exclusive Social Media Promotions: Make your social media followers feel like VIPs by offering promotions exclusively through these platforms. This not only rewards your loyal digital community but also incentivizes others to join in. The exclusivity factor adds a layer of prestige, turning your social media channels into sought-after destinations for deals.
Creating a Sense of Urgency: Limited-time offers and exclusive promotions inject a sense of urgency into the digital dining experience. The fear of missing out (FOMO) can be a powerful motivator, prompting your audience to act swiftly to secure the benefits of your promotion.
Boosting Social Media Engagement: Promotions are not just about transactions; they’re about interactions. Encourage your audience to share, tag, and comment to unlock additional benefits. This not only expands your reach but also transforms a promotional offer into a social experience.
Incentives are the seasoning that enhances the flavor of your social media strategy. Encourage your audience to engage with your content by offering incentives such as loyalty points, freebies, or exclusive access to events.
Brand Advocacy and Community Building
Now, let’s immerse ourselves in the heart of social media triumph—building a loyal community around your brand. The essence of brand advocacy and community building lies in transforming customers into devoted ambassadors.
Fostering a Loyal Community Around the Brand
Your customers aren’t just patrons; they’re potential advocates for your brand. Thus, you should cultivate an environment where they feel valued and connected. To achieve this, you can swift responses to comments, messages, and reviews demonstrating the human side of your brand. If you showcase engaging and most importantly relatable content, you’ll be able to build a community that extends beyond a mere transaction. Make sure you encourage your followers to share their experiences through testimonials, photos, or stories. As we’ve mentioned above, UGC is a powerful tool, that fosters authenticity and trust.
Influencers bring a personal touch to your brand promotion. Their recommendations are seen as authentic endorsements, and their engaged followers are more likely to trust and explore the products or services they endorse. This symbiotic relationship can lead to increased brand visibility and credibility. That is why partnering with influencers has become more crucial than ever. However, you need to collaborate with influencers who align with your brand values. If you doubt finding the right influencer, finding the right influencer marketing agency can be a better solution to start with. These partnerships will bring fresh perspectives and introduce your brand to wider audiences. Therefore, you need to ensure these collaborations resonate authentically with your brand identity. Authenticity builds trust, and trust builds a community that stands by your brand. Here’s a great example of an influencer partnership by Athenos Feta. The brand teamed up with the renowned influencer Emily Mariko, known for her healthy and effortless recipes made at home. Emily Mariko, a trusted influencer on TikTok, collaborated with Athenos Feta, showcasing its use in her recipes as an effective strategy to promote the product:
@emilymariko The roasted feta soup I keep seeing with @athenosfeta #athenospartner ♬ original sound – Emily Mariko
Using Hashtags and Trends for Greater Reach
The Power of Hashtags: Increasing Discoverability and Engagement
Consider hashtags as your virtual breadcrumbs. They guide potential customers to your content. That is why it’s a great option to craft unique and memorable hashtags specific to your brand or ongoing campaigns. You should find useful hashtags for social media, especially trending and relevant hashtags within the food and beverage community. Then encourage your audience to incorporate these hashtags when sharing their experiences or engaging with your content.
9 Creative Food and Beverage Social Media Post Examples
The examples we list below will provide practical insights into how the discussed strategies can be implemented, offering a delightful conclusion to our exploration of social media strategy for food and beverage brands. Stay tuned for a feast of inspiration!
Sponsoring an event and exclusively targeting celebrities or high society to showcase your brand requires minimal effort for brand promotion. This is exemplified by the marketing strategy employed by FIJI Water – it’s as easy as that.
Tasty’s Instagram Reels showcase quick and visually appealing recipe videos, engaging viewers with step-by-step instructions and tempting final dishes.
@tasty Craving sushi? Here’s a fun alternative to try. @Jasmine and Tea ♬ original sound – Tasty
Oreo is one of the food brands that uses social media most actively. Whenever the conversation turns to triumphs in social media marketing campaigns, it’s simply impossible to overlook the creative genius that is Oreo.
Bon Appetite is a monthly American magazine; however, with the fast-paced world of digital marketing, the brand is more active on social media than ever before. They use all channels effectively and actively, always providing incredible and delicious-looking recipes that are both easy or more advanced depending on your preference.
Their effective strategy is to use high-quality and professional food content. The brand usually doesn’t bother writing long texts as captions. Instead, Bon Apettite shares fancy images and tries to convert the reader to the website for the recipe. And I must say, it works.
Our kale salad with pecan vinaigrette checks all the boxes: It’s nutty, salty, savory, and just sweet enough. https://t.co/swSmQ7auG7 pic.twitter.com/eyl8SPx3iV
— Bon Appétit (@bonappetit) November 5, 2023
I had to include my personal favorite on the list. Ritz is something beyond just a salty cracker. (We don’t talk about calories over here.) It’s actually one of the best crackers in the world. It’s everyone’s go-to emergency snack. And the brand uses social media in the best way. Ritz’s social media manager is very funny, always finding a way to tie the current trends to the Ritz cracker itself. Check out the funny post below:
— RITZ Crackers (@Ritzcrackers) October 27, 2023
Chipotle Mexican Grill achieved remarkable success with its TikTok campaign, particularly the #GuacDance challenge, during the celebration of National Avocado Day. The challenge, encouraging users to display avocado-themed dance moves, set a record on TikTok as the platform’s most successful branded challenge in the U.S. With 250,000 video submissions and 430 million video starts in just six days, the campaign led to Chipotle’s most significant guacamole day, serving over 800,000 portions.
@chipotle TFW guac is free. Online/in-app only 7/31 #GuacDance ♬ The Guacamole Song – Dr. Jean
Picture this: a world where your favorite Pepsi isn’t just a drink but a vibrant expression of your mood and personality. Enter the PepsiMoji campaign, a stroke of marketing genius that transformed Pepsi’s iconic logo into a canvas of emojis. Launched in 2015, this social media-driven extravaganza invited fans to ditch the traditional and embrace a can adorned with emojis, turning every sip into a unique experience. Users were also urged to share their PepsiMoji moments using the hashtag #PepsiMoji, creating a digital dialogue around the fizzy favorite. The result? A refreshing splash of creativity that brought people together in the universal language of emojis. If you want to learn more about the brand’s digital success, make sure to check out Pepsi’s Marketing Strategy.
Embark on a journey to the edge of space with Red Bull’s iconic Stratos campaign, a marketing marvel that defied gravity and redefined the limits of human achievement. Launched in 2012, the campaign was not just about selling energy drinks; it was about catapulting a fearless Austrian skydiver, Felix Baumgartner, into the stratosphere for a record-breaking freefall jump. Imagine the thrill as millions around the globe tuned in via live streaming on platforms like YouTube, witnessing Felix break the sound barrier without any vehicular assistance. Red Bull transformed social media into a virtual launchpad, engaging audiences on Twitter and Facebook with live updates, behind-the-scenes glimpses, and an invitation to be part of history. Collaborations with YouTube and widespread media coverage turned this audacious feat into a global sensation, solidifying Red Bull’s status as a brand that doesn’t just give you wings – it propels you to the stratosphere of excitement and innovation.
Nespresso is taking firm steps towards becoming one of the most popular coffee brands globally. Nespresso is actively running a social media marketing campaign, collaborating with numerous famous names, including notable ambassadors like George Clooney and David Beckham. The brand’s recent social media campaign for International Coffee Day in October 2022, featuring George Clooney holding an empty coffee cup, serves to highlight Nespresso’s concern for the climate crisis and the imminent danger facing coffee beans and their growing regions.
Your brand’s journey through the digital landscape is like crafting a delectable dish — a mix of creativity, authenticity, and community engagement. From tempting recipes to behind-the-scenes glimpses, each element we’ve explored adds a unique flavor to your digital presence. As you embark on your digital culinary adventure, savor the process. Adapt your strategies to the evolving tastes of your audience, turning each post into a delightful experience.
Experiment, engage, and relish the art of social media marketing for food and beverage. Bon appétit, and may your brand’s presence continue to be a tasteful delight in the digital world!