Top Performing Content Buckets Q2 2021 on Twitter | 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 Twitter are as follows:

1. Run Contests

Create engagement by hosting brand giveaways and contests to give back to your community. 

Best Practices

  • Image & Link Posts
  • Highlight the competition clearly in your description.
  • Include bright and eye-catching imagery to attract viewers to participate. 


  • Create merch that winners can rep your brand with. 
  • Show your audience you want to give back to them through different forms of engagement. 
  • Spread your reach by ensuring that people share your post in order to enter the contest.

How to Apply

Take time to understand your audience and what would incentivize them to enter a contest and share your posts. 

  • Minor Figures created their own merch that they gave away as an interactive contest prize with a tie-dye kit. 
  • Chobani created a giveaway for $75K that users could enter on their site. 
  • Amy’s Kitchen ran a contest for their product and hosted the giveaway in-app.

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2. Brand Humour

Explore your image by building humour-based content that gives your audience a better idea of your brand.

Best Practices

  • Image & Reply Posts
  • Find opportunities to build humour in your posts.  
  • Use gifs and imagery to help take a basic tweet to a relatable and funny one.


  • Tap into references that show your audience what you’re paying attention to. 
  • Use mentions from other users to reply with funny commentary. 
  • Mention other accounts to build an unexpected narrative.

How to Apply

Find ways to incorporate humour into your posts to give the Twitter community a better sense of who you are. Since Twitter is so niche, you shouldn’t expect your followers on this platform to necessarily follow you on all other platforms and automatically know what you are about. 

Since Twitter is a personality-based platform, building funny, re-tweetable content is a great way to spread your name and reach. 

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3. Social Justice

Speak on notable moments in history, current events and social justice initiatives to show people where your team is aligned culturally. 

Best Practices

  • Image & Carousel Posts
  • Touch on important moments in history to show users you’re engaged.
  • Use informed and respectful captions to demonstrate your values in alignment with your post. 


  • Show your audience that you are beyond just pushing product.
  • Reach value-based customers who are looking for more thoughtful content.
  • Build a calendar that allows you to stay consistent when supporting social justice holidays and initiatives.

How to Apply

Look for broader applications of social justice that you can use your platform to shed a light on. Sharing these tweets shows your alignment but also can educate others who will be more attuned to your content. 

Below are three examples of how different brands showed support for Black History Month and MLK Day. Each company has maintained their core branding while showing support and raising awareness in a tasteful way.

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