Throughout my experience of blogging about food brands use of social media, I have noticed various trends in successful campaigns. Successful social media marketing is important because it can translate into an increase of ROI. Here are some conclusions I have drawn from my research, and tips on how to use social media to effectively market a brand:
1. Always put the consumer first and relate content to them.
One of the trends of successful social media marketing campaigns I noticed was that brands find where their audience is, and target them on that platform. Chobani knew that females were their target audience, and that they were big users of Pinterest. The brand used Pinterest to post content that related to the lifestyles of their consumers. In order to increase ROI, companies must first monitor existing conversations and identify influencers. Dunkin’ Donuts targeted their audience on Twitter by tying in the brand into the existing conversations they were having about football results.
2. Build brand value through communicating values and CSR.
Chipotle and Whole Foods are two brands that stand out in their efforts of communicating CSR. Putting an emphasis on a brand’s CSR adds value to the brand name and connects the brand to larger social issues. One of AdAge’s ways to increase ROI is to, “make CSR reporting a year-long window into your impact on communities and their impact on you.” Whole Foods branded themselves through their company values, and created a multi-platform campaign around them. Chipotle took a creative approach of producing a cartoon video that communicates their corporate social responsibility mission.
3. Be creative and produce innovative designs.
So many social media platforms encourage and provide opportunities for creativity in posts, especially Instagram. Food brands can use this tool by engaging consumers through posting artistic content. Starbucks and Nutella are two brands that create unique, visually appealing posts. Pictures of food account for a large amount of posts uploaded on Instagram. Food brands can take advantage of this trend by creating innovative posts and encouraging consumers to share their own posts. Nutella creates original graphics that draw viewers in and relate well to the brand.
Studying a variety of brand campaigns was very informative on how to successfully use social media for marketing. I learned that the most important component of a plan is to position and relate the campaign to the target audience. It is also important to go beyond just trying to sell products, and build larger brand value through CSR. Creativity is a fundamental part of advertising and marketing, and brands should always keep their content interesting and appealing to their audience.