Food Brands on Instagram: Accessing the Passion

As time and distance increasingly bar us from shared meals with loved ones, we gravitate to the web to digitally commune over intimate dinners, new recipes and decadent desserts. The experience of eating, this deeply ingrained human need for nourishment coupled with the safety of community, has found an outlet for expression in the highly shareable visual medium of Instagram.

While millions of foodies and casual eaters alike have taken to the platform to share their savory snapshots, food brands have found only marginal success in capturing the essence of what drives this phenomenon.

In fact, nearly all of the top brands with the most followers and engagement on Instagram are fashion, sports and lifestyle companies that have little to do with food. So we decided to analyze engagement metrics across several food brands with significant Instagram followings, to uncover content themes and tips for boosting any food brand’s profile on the platform.

The key concepts we uncovered are:

• Live for food – make it human, make it real

• Find what resonates – discover what gets the most engagement and optimize content accordingly

• Take it outside – avoid the studio in favor of the real world

• Make it shareable – use hashtags, detailed descriptions and calls to action

• Flaunt your fans – share photos others have taken of your products

• Keep it fun – Instagram is all about life’s little moments, so go for light and inspiring

To learn more about how to boost your Instagram cred, check out our free report, Food Brands on Instagram: Accessing the Passion. It includes complete details on deepening engagement with your faithful followers while attracting a slew of new fans. So get ‘gramming!