When Food Brands Go Social—Photo Sharing Platforms Become Your Best Friend
With photo sharing becoming all the rage, it is time for food brands to get serious about serving up delicious photos with social media. It is no secret that on social networks, photos are all the hype. There are even social platforms like Pinterest, Instagram and Tumblr that are completely photocentric, and a multitude of sites and apps like Fiddme, Eat.ly and Foodspotting that are strictly food-based. Why then do some people overlook the value of these graphics and have what seems like endless amounts of text with no images in sight? It’s time to feed the photo frenzy.
Photo sharing is powerful and sure to increase engagement on social outlets, especially when it comes to foodtography. There is no better way to market food than visually, so food brands should have a social content strategy that is very heavy with imagery. Food photos are captivating and among the most highly shared visual content, so surely this is an area where food brands can finish strong. For one of our food branded clients, Better Than Bouillon, we use photos on social to compliment the recipes we share. Often generating a huge buzz, we have audience members responding with comments, culinary success stories and recipes of their own.
Visual marketing can be a very influential tool within the Food and Beverage Industry; it fosters more engagement than your average textual post because you are showing and not just telling. People like to see what they are getting, not told. It gives followers a chance to see the end product and it gives viewers ideas about different ways they can enjoy the product. Show off your product, include pictures with recipes, people enjoying your product or lifestyle photos that convey your brand’s personality. You’ll have viewers drooling over these photos and the best part is, photo sharing sites like Pinterest, Instagram and Tumblr are fairly low maintenance. Yes, it is important to keep your content fresh, but beyond the upload and minimal copy, users do most of the work by commenting, sharing, and repining.
It is likely that your food brand already has a presence on many of these photo sharing platforms, whether you like it or not, your brand has probably been hashtagged. Users upload millions of photos to social sites daily, if you search your brand on these sites you may be surprised as to what you find. If you are not using this to your advantage, then shame on you. It’s a chance for marketers to interact directly with users of their brand and many followers are often very clever; finding new ways to use your product, many you may have never even thought of yourself. It’s also a way of giving your brand a social presence by becoming part of the conversation and making your photos their delicious inspiration. So foodies, get on board with this trend because it is officially The Age of Photo Sharing. It’s really a no brainer.
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