Using Instagram to demonstrate recipes has never been better, because videos are now just one minute, which is more than enough time. Better still is that Instagram has developed Hyperlapse, a user-friendly app to shoot creative, slow- and high-speed videos. The unique feature of this app is the ability to shoot a video, adjust the speed, edit, and post directly on Instagram. You can even save the video to your camera roll to post on other platforms.
With Hyperlapse, a food marketing director doesn’t need access to a sophisticated and expensive television-ready kitchen set to create a summertime social media campaign. The strategy should be to shoot entertaining videos for the recipes that lend themselves to the most creative preparation. Be sure to use various speeds within the video to enhance important highlights, creating additional dramatic interest.
The result is recipe components that can be used as features not only to promote a recipe, but to serve as catalysts for further exploration of your recipes and link to the Recipes page on your website.The strategy should be to shoot entertaining videos for the recipes that lend themselves to the most creative preparation. Click To Tweet
Create Recipe Categories
A good rule of thumb is to create four or five categories with at least five recipes in each category. For example, you might use the categories Grilling Out, Outside Entertaining, On the Deck, and Picnic Baskets on the Go. Picnic baskets would be good for creating festive recipes for the three main summer holiday celebrations, Memorial Day, July 4th, and Labor Day.
Summer is also full of special-recognition days, such as International Picnic Day on June 18 and National Ice Cream Sundae Day on July 20. These “holidays” are rife with possibilities for new, fun avenues for brands to celebrate with their fans. (See a complete monthly list here.)
Develop Workable Recipes
How to get started with your campaign? For food brands, a popular strategy is to share recipes. It’s beneficial if you already have a recipe developer on staff, because he or she will understand how to use the brand products effectively in different dishes. Avoid trying to create recipes without a professional. You can end up with ingredients that don’t work well together, and your followers will be unhappy with the results. Don’t have a recipe developer on staff? You can easily find one through your LinkedIn contacts, and by reaching out to local Instagram users who follow the food scene in your town.Avoid trying to create recipes without a professional. Click To Tweet
Promote Across Platforms
Be sure to capture photos of the finished dishes to post on your Pinterest boards, too.
Consider hiring a food stylist and build your photo deck for an entire campaign over a two- or three-day period to keep costs down. It will also make it easier to create a fully thought-out content calendar, and to repurpose recipes into a blog post and Pinterest infographics.Consider hiring a food stylist and build your photo deck for a two- or three-day period to keep costs down. Click To Tweet
Use Powerful Hashtags
Remember that hashtags on Instagram are visible in the order by which your videos are posted, rather than when you hashtag the video. You’ll need to post your hashtags at the same time, or as soon as possible after, your video hits your feed. This is a change made recently by Instagram, because people were deleting hashtags and reposting new ones to keep posts at the top of the feeds.
A good rule of thumb when creating hashtags is to make them whimsical and creative, clever without being cute. When posting to Instagram, try to use no more than five hashtags, with a good combination of high-profile, established hashtags, along with your own unique hashtag. For example, #onthetable is a high-profile hashtag to show beautiful tabletop display photographed and above, which is a good place to start to get traction, reach and engagement. Do your homework: type an array of hashtags and check which images are being posted and who is doing the posting.
Finally, remember that successful content marketing and social media campaigns are integrated, which means they create content to be promoted and re-purposed across various platforms. You also create quality content that engages your audience, is useful, and will help drive traffic to your website and increase sales.