Social media: a key influencer and driving force in the food industry

The importance of food on social media

Whether it’s a steaming plate of pasta, artfully presented dishes in fine dining, or sharing the latest culinary creations: there’s hardly any other topic that excites and brings people together on social media platforms quite like food. Appealingly staged images of our food whet our appetite, spark curiosity and evoke a whole range of other emotions – they make us want to try the food, join in the conversation and share our experiences. Food is an expression of culture, personality, lifestyle and community – taken together, this makes food content, unsurprisingly, one of the most popular types of content on social media. Reasons for this popularity stem, for example, from the following aspects:

Emotionality

Food often evokes strong emotions associated with a particular flavour. Whether it’s childhood memories of Stews from my grandmother, culinary discoveries whilst travelling, or BarbecueEvenings with friends. Food stirs up emotions – and we love nothing more than sharing them with others.

Aesthetics

Colourful, diverse and photogenic: food is made for social media. In the visually-driven world of Instagram, TikTok and the like, it can really come into its own – after all, you eat with your eyes first.

A lifestyle statement

Food has now often become an expression of one’s identity. Whether it’s vegan diets, fitness food, regional or country-specific specialities: people who post about food often want to convey their personal values through it.

Trendsetting

Social media platforms have become a source of inspiration for recipes. They give rise to viral food trends that have the potential to gain global popularity in no time at all. Trends and customer preferences regarding product packaging are also taking shape here.

sense of community

Even in the digital world, food can help to foster a sense of connection. Trying out and reviewing new products, recipes or cookery videos encourages interaction and gives users a sense of belonging to a community.

Diversity

Food content is easy to create: anyone can share their food and make it accessible to a wide audience. This results in boundless variety – from everyday dishes and innovative creations to elaborately presented menus.

Food is thus presented on social media in a simple, emotional and universal way. It inspires and brings people together – and illustrates how aspects of culture and personality are expressed through our diet.

The impact of social media on the food industry

The importance and presence of social media are thus also reflected in the food industry. Social media opens up new opportunities for food producers and the catering industry to engage with consumers, accelerates demand, can be used as an indicator for product development, and can bring brands and products more into the spotlight. The following points illustrate just how far-reaching the influence of social media on the world of products can be:

• A direct line to consumers

  Social media enables direct communication between producers and consumers. Real-time feedback on products, flavours or packaging designs – all this information can be gleaned from comments, messages and reviews.

• Inspiration for innovation

  Many food trends have their origins on social media. Whether it’s plant-based products or unusual Food Pairing or as a result of viral recipe ideas: social media acts as a trend radar, enabling manufacturers to accelerate their innovation processes. In this way, consumer preferences are reflected more quickly in their own product range, or entirely new target groups are tapped into.

• Strengthening the brand

  For producers, this presents an opportunity to build a strong brand presence via social media. As well as the potential to actively involve consumers in product development and marketing through surveys or challenges, authentic storytelling can be a key factor. Corporate values are communicated to a wide audience, which, at best, fosters a sense of approachability and credibility. These valuable factors often go hand in hand with strong customer loyalty.

Challenges arising from the interaction with social media

Food producers can therefore derive many benefits from social media. At the same time, maintaining a presence on social media comes with a number of challenges and risks. For example:

• Too much focus on short-lived trends: Anyone who becomes too dependent on the fast-paced, ever-changing rhythms of social media runs the risk of losing sight of their goals. This can lead to overproduction or misguided investments in products that lose their relevance after just a few weeks. A healthy degree of consistency, confidence in the quality of existing products and a careful assessment of the value of trends can be key factors here.

• Increasing product criticism: Individual negative experiences or accusations levelled at a brand can go viral – and take on a life of their own. The advantage of instant and direct communication can, in such circumstances, backfire and even lead to damage to the brand’s reputation. This is a particular risk when it comes to issues that carry a strong emotional element.

Notwithstanding the fascination with food and the influence this has on social media, there is therefore also a need to approach the subject mindfully. Strategies that combine transparency with substance and are able to place trends in a strategic context generally promise success.

New products thanks to social media insights? A one-stop solution makes it work

Social media provides a wide range of inspiration for innovation in the food industry – from new flavours and packaging trends to changing consumer expectations. When an idea needs to be turned into a finished product, that’s where we come in. Our range offers everything you need to produce high-quality products – from equipment and tools to workwear and packaging, right through to spices and more. This is how social media insights are successfully transformed into new, high-quality products. With Ehlert, you can source all the supplies and consumables for food production from a single, experienced source – please feel free to get in touch.