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

August 11, 2021
Food & Beverage

Key Takeaways

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 Instagram are as follows:

1. Recipe Reels

Using Instagram’s native Reel feature to share recipes and how to make them. Usually these recipes include the company’s product. 

Best Practices

  • 9:16 Ratio Reels
  • Give your audience content that shows them ways they can use your product.
  • Try to keep fonts, filming style and props on brand as much as possible


  • Show your audience you want to support them with new recipe ideas.
  • Be responsive to feedback you receive in the comments. 
  • Try to use close ups or aesthetic shots of your results to improve the ‘wow’ factor.

How to Apply
Understand your audience and partner with content creators or build a recipe team in-house to develop and show examples of how to use your product for the best results. This helps curb any fears potential customers may have about wasting the product if they don’t know how to best use it. 

Likes: 273 | Views: 7.5K 

Likes: 2.7K | Views: 44.1K 

Likes: 14.9K | Views: 283K

2. Calls to Action

Asking questions or engaging in conversation directly in the post image so that viewers respond directly in the comments. 

Best Practices

  • 1:1 Ratio Single Image or Carousel Posts
  • Ask your audience questions directly so they answer in the comments.
  • Use bright and eye catching designs that maintain your branding.


  • Let viewers give you content opportunities by asking what they want to see from you.
  • Drive engagement and reach by asking people to tag their friends who fit a certain characteristic.
  • Try to connect with your audience by asking them about their habits and giving them a chance to talk about themselves.

How to Apply

Your brand doesn’t need to maintain a one-way communication style. Opening it up to a conversation is always a great way to see if your audience is engaged. Fostering and growing a community that fits your brand is the ultimate goal.

Another way to tie these questions into your content plan is to build Instagram stories that let people ask questions or submit answers. Just make sure you are actively sharing responses and engaging with them.

ER: 0.4%

ER: 0.6%

ER: 1%

3. Brand Humour

Making jokes based on current brand image and engaging with criticism or other current events. 

Best Practices

  • Use 1:1 Ratio Single Image or Carousel Posts
  • Take the key elements of your brand and think about ways you can build content with it.
  • Point to subtleties with your current branding or culturally relevant jokes.


  • Get your audience even more familiar with your brand by building a lighthearted atmosphere.
  • Create shareable content that engages your audience
  • Show where your team is tuned in by making timely plays on current event

How to Apply

Tap into your team’s creativity by building funny content that speaks to who you are as a brand. Think about your desired audience and the type of humour that would attract them. 

  • Minor Figures uses their brand characters and inflates a huge duck subtly in the background.
  • Oatly makes a play on converting parents to oat milk by giving teens a way to convince them.
  • Recess makes a pop culture reference to Only Fans building an “Only Cans” account for one of their flavours.
ER: 2.3%

ER: 2.3%

ER: 5.2%

Added by: 

Recent Case Studies

Scroll horizontally to view more case studies →