Top Performing Content Buckets Q2 2021 on Pinterest | Food and Beverages

Key Takeaways

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Content Tactic — Show Your Brand Personality: Across all social media platforms, there are various trends that emerge for different content opportunities. The most prevalent trends include:

• Cooking Videos: These videos often represent different recipe ideas that are presented in new and unique ways to engage the viewer and keep their attention. These cooking videos should directly include the product being sold so that potential and current customers have a clear idea of how they can use your product. Daily meal ideas are also popular, showing people how to incorporate plant-based diets into their routine. Creators are using high quality microphones helps build a wholistic ASMR experience to enhance the sounds of cooking. 
• Brand Humour: Brand humour is present across most social media platforms that Food & Beverage companies are using. These posts tend to take the product or pop culture events and portray them in relation to their brand in a humorous way. This gives users a clear idea of what the brand is about, their personality and who/what they are paying attention to in the world. Humour-based content is a great way to get your posts shared across social media as well when it is relatable and lighthearted. 
• Social Justice & Sustainability Initiatives: Today’s consumer is looking for companies to portray well-rounded values from the way they produce their products to the initiatives they support. Many plant-based Food & Beverage services are paying attention to current events and sharing posts to support and raise awareness about important issues. In any representation, ensure that research is done beforehand so all facts, dates and information are accurate and respectfully portrayed online. 

Best Practices — Posting Content: The most notable practices to keep in mind when planning your content are to:

• Maintain Your Branding: Make sure that your brand logos, colours, font and any other elements remain visible and consistent throughout the content you post. 
• Give Users Somewhere to Go: Always provide some kind of click-through experience that can expand on your initial post whether that takes them to your website or to a specific landing page/video for your content. 
• Engage with Your Audience: Open up space for conversations in the comments by asking engaging questions and responding to your audience in a timely manner, especially if they are offering feedback. 
  

The top content buckets for the Plant-Based Food & Beverage industry in Q2 2021 on Pinterest are as follows:

1. Recipes & Cooking Videos

Sharing key recipes and how-tos that people can easily make on their own.

Best Practices

• 2:3 Ratio Pins
• Provide recipe ideas that click-through to a full recipe landing page.
• Create clean graphics for the main pin that show the final result.

Opportunities

• Pinterest is an inspiration-based platform where people save content that they can act on, especially recipes.
• Show Pinners that you have clean graphics that can work well on a visual level.
• Build boards that bundle your different recipes together for different occasions. 

How to Apply

Use your other platforms such as Instagram and TikTok to see what kind of recipes people are looking for in their routines through discover pages and hashtags. Build a series of recipes that use your product and highlight it in your imagery. Always have the main recipe linked on your website so that Pinners can click through to see more. 

2. Engaging Guides

Creating guides that allow viewers to engage in new ways and think about how your product plays a role in their life.

Best Practices

• 2:3 Ratio Pins
• Create bigger picture ideas and resources for your audience.
• Make sure your branding is clear throughout your post.

Opportunities

• Show your customers how your product fits into their everyday. 
• Make guides that are an extension of the product in your lifestyle and how they can replace or be included in routines. 
• Think of innovative ways to connect with your audience as a brand beyond your product.

How to Apply

Think about your interests as a company and see where you can build guides and resources that your audience can take value from. Chobani built a snack combination guide while Recess built a series of Spotify playlists that speak to their brand aura. 

3. Product Imagery

Using stylized product imagery to capture attention and stand out so viewers can identify products in-store.

Best Practices

• 2:3 Ratio Pins
• Share bright and high quality imagery of your product.
• Give people a reason to remember and notice your product in stores. 

Opportunities

• Use strong graphics to enhance and lead the eye to your product in the image.
• Use bright colours and find props that compliment the flavours and pairings of your product.
• Use these Pins to introduce new products or announce general company news. 

How to Apply

Seeing the product packaging is important so that customers can naturally seek out and find these products in real life. Using bright imagery and making your product stand out in the picture will allow people to take note and remember these products if the branding speaks to them.