November 24, 2014Published by: Janey Spratt

The social media food porn effect

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Today, The Drum announced @Nandosuk as the most engaging brand on Twitter in the UK, coinciding with The Forbes Top 25 restaurants on social media. It got our team thinking, why is it important for food brands to be recognised on social media, ahead of their competitors?

Here’s three reasons why we think it’s important for food brands to be prominent on social media:

1. Top of mind

When you walk into a supermarket or plan to go out for dinner, your decisions are generally based upon what’s top of mind. Food brands need to have a presence on social media so that consumers have fresh, positive brand associations that they remember when they walk into a store or down the high street. It’s all about standing out from the crowd!

2. The food porn effect

Food brands are investing more and more in food porn whether it’s visual imagery, a video or a Vine. The ‘food porn effect’ refers to powerful photos of delicious looking food and the emotion that it sparks among the people you share it with. It taps into a passion for food, how people share pictures of food, take pictures of their meals whether it is in a restaurant or at home, and has the aim of getting a reaction from other people online.

Through their posts food brands aim to generate a sense 'needing' or ‘wanting’ a particular product or meal which, in turn, drives behaviours such as cravings. With creative content and timing, brands can tap into emotions and moods that will increase engagement around the brand, make an emotional connection and ultimately drive sales.

3. Deepening the customer experience

For all brands, social media is a powerful tool for managing the customer experience, interacting with them on a direct and public level.

Food brands need to be listening to what their customers are saying, whether it’s around a particular part of their experience, the service provided, a specific branch or an item on the menu. They can make a direct and personal interactions with customers, deepening their experience and creating positive experiences. Ultimately, creative engagement with customers and positive word of mouth drives social media brand advocates.

oreoIt’s not easy for food brands to be creative on social media as a lot of the time they’ve a small selection of products to talk about. For example, Skittles and Oreo are time and time again recognised for their excellent social media content yet only have one product to talk about.

With so much competition out there, food brands need to have their finger on the pulse, be thinking creatively and act quickly. Speedy, creative content has the power to engage customers, generate emotional connections which drives behaviours.

Photo credit 1, photo credit 2.

About Battenhall

We look after brand profiles on social media, and we're proudly the world's #1 at what we do. Named The Drum's social media agency of the year for the last three years running. Get in touch! hello@battenhall.com

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