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 Facebook are as follows:
1. Promoting Vegan Influencers
Repost content shared by your influencers to build your community and show love back.
Varied Ratios Single Image Posts
Represent real people using your product who are part of your advocate program.
Keep the branding consistent and see if you can build a narrative or conversation.
Find people in your community to work with who can help bring a new perspective to your content.
Build long captions with a mixture of ideas/notes from the influencer to give viewers more to read.
Make the content actionable where possible, seeing if the influencers can provide recipes, tips and tricks.
How to Apply
Engage with the influencers in your network who you are already seeding to and feature them on your profile to help establish partnerships. Building a following with your influencers will ultimately help your viewers find more content with your product as well.
2. Experimenting with Design
Experiment with new and unique designs to wow your audience every time.
Varied Ratios Single Image or Link Posts
Build engaging content to compliment your copy and basic imagery.
Maintain brand colours, fonts and imagery in your graphics.
Create helpful, shareable content that users will find value in.
Demonstrate that you’re making it easy for your audience to grasp quick information.
Represent your product in new ways that your audience isn’t used to.
How to Apply
Create new graphics that can either give new meaning to your products or representation to ideas you want to communicate.
Califia Farms uses graphics to quickly show viewers how they can use their creamers.
Amy’s Kitchen uses text on their imagery to do a quick ingredient breakdown for their tortilla soup.
Oatly uses illustrations to represent a successful campaign and unique product representation.
3. Plant-Based Humour
Use current events in the plant-based world to create comedic posts that are shareable and engaging.
Varied Ratios Single Image or Carousel Posts
Build humour related to your product or ingredients that anyone can enjoy.
Focus on elevating eye-catching and shareable content that makes people stop and read.
Bring audience members together to bond over food.
Give people a better idea of your brand voice so they can align themselves.
Poke fun where others are criticizing to stir attention from people outside your network.
How to Apply
Find unique ways to represent and tell your story with product. Your humour can be lighthearted and cute or more direct.
Amy’s Kitchen and Impossible Foods use Valentine’s Day as a way to create messages with a play on words for their product.
Beyond Meat starts a conversation with Barstool Sports for criticizing plant-based lifestyles.