3 Food Start-Ups Winning with Social
Social media can make you. And these brands know it. Inspiring, entertaining and informative- they're playing the long game. Using different tactics, all have one thing in common: a rich story that keeps followers engaged.
Siete Family Foods
Siete Family Foods
You can't leave Siete's feed without craving some gluten-free, grain-free, paleo Mexican. Beyond convincing us that their products belong on our plates, they show a charismatic company with dimension and community.
Siete Family Foods
Breezing through Siete's posts, you would think they have a massive digital & creative team cranking out inspirational recipes. But instead, the brand smartly curates user generated content (UGC) for images, and then adds their own witty copy. This is where imagination and passion for the products thrive. Consumers tinker with products in ways that many brands might not see. It's a winning play.
Window Into Their Soul
Cafe con Siete
Very strategically, Siete uses posts and pins to wet our appetites and Stories to warm our hearts. With Instagram Stories and Highlights, consumers get a behind-the-scenes (BTS) look at who Siete is. From pranking co-workers to "Cafe Con Siete" musical performances, the brand feels incredibly human and likable. You also get a strong sense of their values: employees are family and hometown pride. Who wouldn't want to support this group?
Miyoko’s Creamery
Miyoko’s Creamery
Miyoko's is not your mother's vegan cheese. Their posts defy preconceptions with mouthwatering images, while expressing a bigger message that galvanizes followers.
Entice a Revolution
Miyoko’s Creamery
The word "vegan" carries some baggage. Back in the day, it was confined to a niche audience with radical views. Now with evident signs of climate change, more ears are open. On Instagram, Miyoko's unabashedly champions the cause for environmental, sustainability and animal rights reasons. This should come off as moralizing, but instead is inviting. Taking the positive road, the founder, Miyoko Schinner, affably advocates for sustainable diets and zero food waste. She's a friendly rebel with a cause. As a result, the brand captures a wider audience and energizes followers into engagement.
Wow The Skeptics
Miyoko’s Creamery
Every brand has doubt hurdles from would-be consumers. It's the marketer's job to know the skepticism and battle it head on. Miyoko's uses social media to overcome these barriers beautifully. Their appetizing Instagram stories and posts leave one thinking: 'wow- that's vegan?' Visually impactful and tempting, this content entices followers to tag their friends and spread the good word.
Boba Guys
Boba Guys
Both big and small companies alike, could take notes from Boba Guys. Extraordinary engagement rates are a bolster in their fast-growing business. And it goes beyond beautiful product posts. Their Stories Highlights feels like a compelling documentary. It's honest, entertaining and shows a brand that's so much more than a tea shop.
Lead Visibly
Boba Guys
82% of consumers are more likely to trust a company whose CEO and leadership engage in social media.* Not surprising since consumers see brands for more than its products. They want to know WHO they are supporting. Andrew Chau, co-founder of Boba Guys, is passionate about transparency and offers weekly "What's Up Wednesdays" Stories for fans to ask burning questions. Nothing is off limits. From new flavors to personality tests, he charismatically addresses them all.
Additionally, Andrew gives a BTS look at the inner workings of the business. A proponent of the plastic straw ban, he takes followers on a journey exploring reusable and compostable straws options. Similarly, he chronicles employee and company culture development through latest inspirations and team activities. These glimpses feel both personal and inspiring- creating a deeper connection between the brand and audience.
Don’t Play It Safe
Boba Guys
Much of Boba Guys' high engagement is due to their willingness to be open, even on touchier subjects. The brand does not shy away from advocacy. Social media is used to document the hosting of political press conferences and small business legislation endorsement. The founders are candid about their progressive political stance, but push employees and consumers to welcome all points of view (such as their opposition to the MAGA hat ban).
Beyond politics, Boba Guys are also quick to document bad news. From price increases to oat milk shortages, the founders use all Instagram channels to inform and update. Timeliness, honesty and wit goes a long way. But it's the depths the founders go to loop in consumers that is most admirable. Taking a stance validates the brand's authenticity.
These are great pointers on using social media to boost your brand. If you're reviving your strategy or starting from scratch, here are some additional tips:
Choose your battles. Content development and channel management can be taxing. If resources are limited, focus on one platform. Currently, Instagram leads the pack with "58% more engagement than Facebook."** Better yet, "over 60% of consumers discover new brands through Instagram."***
All hands on deck. Good content flow wins, and it can't be left to just one person. Savvy brands are soliciting UGC, but in-house content is critical (especially for storytelling purposes). Make sure your social media manager is gatekeeping with open doors for employees to contribute photos and videos.
Be shoppable! Drive your social traffic to e-commerce. 55% of consumers bought products online after discovering it on social media.**** Shoppable posts/stories and buyable pins need to be leveraged because consumers are most inspired there. The best part? It's free for brands to use.
*GO Gulf/LinkedIn
**Forrester
***Instagram
****Kleiner Perkins (2017 Curalate Consumer Survey)
