Creamy vodka pasta, Oreo mug cakes, and toaster wraps are just some of the wonderfully weird recipes to go viral on social media over the last couple of years. These food trends have left their mark on the grocery aisle, with 2020’s infamous feta pasta bake rumoured to have caused cheese shortages.
So why should restaurants and food companies invest more in online social content when cookbook sales continue to rise in 2022?
When Feta Goes Viral
More and more cooking experiences are taking place on social media. Don’t get us wrong, legacy media like TV shows and cookbooks are still thriving, but virtual channels are taking up more room at the table. This growing group of social media cooking tutorial viewers is a sign that cooking is becoming more of a shareable community. Who knew feta pasta could do so much?
These tutorials often air on social media, and various brands have already opened their virtual doors to users. Parents with young children represent a relatively large share of watchers, and businesses like Bread Ahead have built a community of parents by running regular Instagram Live sessions to inspire families to cook together. Not only is this a fantastic way for brands to show off their products in fun and creative ways, but those taking part will build positive brand association and community within that brand.
The same can be said for MOB Kitchen which has successfully built its social media platform up to an impressive volume through video content across Instagram and TikTok which focuses on the tagline, “Food You’ll Actually Cook”. MOB’s no-fuss approach to content creation and willingness to embrace collaborations not only encourages admiration and respect for the brand, but also encourages a sense of community and fun.
Tempting The Tastebuds
How can restaurants utilise social media in their marketing strategies leading up to the festive season? A lot of advice for food brands and restaurants centres around excellent photography and clean backgrounds. While we know that this is important, simplicity and authenticity is key. For everyday cooking, many favour speed over aesthetic (who wants to stand over a stove for hours on a Wednesday night?)
To appeal to young foodies, brands should aim to link traditional and social media sources like TikTok together in innovative ways. Many bookstores have dedicated BookTok displays, and people can even buy TikTok-inspired cookbooks. This kind of multi-channel strategy allows online consumers to have a say in what’s for sale and showcases the impact they’re making. You as a restaurant/brand could follow in these footsteps and spice up your menus with some social media favourites.
Looking to bring some of this heat to your social media strategy? Get in touch!
