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 Q1 2021 on YouTube are as follows:
1. Celebrity Collaborations
To introduce new segments into product lines or reach new audiences, brands partner with celebrities to create content with their products.
Videos are typically 5+ minutes.
Make it clear who the partnership is with.
Quickly demonstrate the tone your video will be following.
Expand your audience to reach your collaborator’s fans.
Build a content plan with them to ensure posting comes from their channels as well.
Tie your product benefits and value directly into the video.
How to Apply
Highlight a community you see potential for growth in and target a few key partners your brand can reach. Find a way to provide value to their audience beyond a sponsorship video.
Silk partnered with Michael Phelps and Aly Raisman to build workout classes while introducing their protein product.
Beyond Meat partnered with Kim Kardashian to show how she uses their ‘ground meat’ product and why she is plant-based.
2. Innovative Product Features
Generally created for advertising purposes, brands are creating new content that focuses on design and imagery.
Videos are typically 15 seconds.
Include product imagery or flats in the video.
Incorporate brand fonts and colours throughout for consistency.
Represent your product in cool and engaging way.
Highlight new or popular products.
Play around with graphics and animations that you normally might not use in videos.
How to Apply
Use these videos as a chance to display your products in unique and engaging ways. This is a great way to use flats taken for e-comm imagery and build them into a more dynamic creative.
This content is generally built for advertising on YouTube but can be creatively repurposed into Instagram video or TikTok content if resized.
3. Sustainability Narratives
Short stories that demonstrate a brand’s impact on the environment or how they are working to play a part in educating and informing their audience.
Videos are typically 30-90 seconds.
Establish main message early on in video.
Ensure a clear narrative is followed that ultimately leads back to your product.
Demonstrate what sustainability means to your company.
Give your audience a taste of your brand voice through the way you tell your story.
Use the video description to reaffirm and quickly summarize your message.
How to Apply
Narrow down the story you want to tell whether it is sustainability focused or social impact based. Align with how you want to represent this and produce content that can be posted as an organic video or run for ads.
Beyond Meat partnered with EverFi to produce a school curriculum to teach students about greenhouse gasses and sustainability.
Chobani used an animated narrative to address sustaining food and growth within a family.
AlPro created a comedic narrative to poke fun at the small ways we try to help the environment.