Although most food brands are producing creative content, many lack a content hub.
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Still other food companies opt for one-off promotions instead of creating an ongoing, consistent content strategy. So how can you figure out which types of food-related content will resonate in a very crowded space? One strategy is to focus on food and restaurant trends, especially among the biggest digital content consumers: the millennials. Furthermore, a Nielsen study found:. Remember all those social media food posts we alluded to above? It goes to show that people love to share their culinary masterpieces — whether home-cooked, eaten out, or ordered in — and get tips and commentary from others with similar tastes.
Plated , a NewsCred Top 50 winner that sends aspiring home cooks ingredients and step-by-step recipes to create simple but impressive-looking meals, has grown in large part thanks to UGC.
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Plated uses UGC to build a community. On Instagram and Twitter, Plated asks fans to share their meals with the hashtag platedpics. The UGC not only celebrates Plated fans; it also shows other people how easy it is to create Plated meals and how delicious they look , which may persuade them to try the service. How to get started: To encourage a steady stream of UGC, invite customers to share their experiences with your brand on their social networks.
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Develop and promote a special hashtag, and then reward customers for contributing; random drawings and discounts, or simply just featuring their posts on your social channels and content hub, can go a long way to incentivize participation. To get the most out of social media, you need to decide up front what you want to get out of it. Ask yourself these questions:. It comes down to the old adage "time is money.
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Or do you want to convert them into direct customers? You can do both, but you should prioritize one or the other. How will you keep your audience engaged? You can give stuff away for free or run other types of promotions.
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You can create compelling content. Facebook had the offer posted within an hour.
The deli's customers showed up for the promotion the same day. The fancy term for it is friction-less marketing. Consumer needs and preferences change rapidly, and older methods like the focus group are just a snapshot of consumer feedback.
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From a marketing and branding perspective, every entrepreneur can personalize their brand, in the fashion of Newman's Own or Orville Redenbacher. From a purely operations perspective, Facebook, Twitter, and blogs also can help reduce inbound calls to your company, lowering operating expenses. For a cash-strapped start-up, social media can level the playing ground. Using social media, you can develop and publish your brand story and your messages directly to specific market segments, all on your own.
To get the most out of social media, you need to decide up front what you want to get out of it. Ask yourself these questions:.
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