Title: Mastering Marketing with Recipe Content Creators: A Step-by-Step Guide
Srishti Sundram serves as the Co-founder and Chief Customer Officer at Jupiter.co, a dynamic platform that empowers creators in the food industry and facilitates recipe shopping for consumer packaged goods (CPGs).
Recent research by Pollfish and Butcherbox revealed that a staggering 88% of Americans tap into social media for culinary inspiration. This staggering figure highlights the expanding impact of social media on the world of food inspiration.
When my wife embarked on an inflammation-reduction diet, she sought recipes posted by an influencer who specialized in inflammation-reduction centered meals. After she returned to good health, she requested another recipe for our romantic dinner.
Viral recipes on social media have been known to spark significant sales growth for CPGs. Taking the "feta pasta TikTok effect" as an example, the popular hashtag #fetapasta amassed more than 600 million views. "Feta" soared to the top spot as the most searched term on Instacart, temporarily depleting stocks and triggering a 200% spike in demand.
During my time at Jupiter, I've collaborated with over 50 top-tier CPGs that have funded influential recipe partners, shelling out millions in the process. In this piece, I will delve into how CPG brands can forge partnerships with recipe content influencers for enhanced product sales.
Pinpointing the Ideal Collaborator
To reach their particular target audience, top-performing CPG brands intentionally partner with influencers. Here are paramount considerations to identify suitable collaborators:
• Characteristics of an Influencer's Audience:- Highlight influencers whose audience primarily hails from regions where your brand maintains a prevalent presence.
• User Attributes:- Brands must recognize the distinctive characteristics of their target audience and search out influencers that align well with those traits.
Endorsing Authenticity and Trustworthiness
Brand marketers often face the temptation to intrude in content featuring their product, believing they are boosting the brand's visibility, but this may diminish viewership and engagement.
Social media platforms like Instagram tend to show content with robust initial traction to their wider audiences. Resisting the urge to intervene in the creative process of recipe influencers can significantly impact viewership.
The Role of Seven
As per marketing theory, a potential customer needs to encounter a product at least seven times before making a purchase. Although seeing a product endorsed by an influencer is an essential touchpoint, brands can establish contact with potential customers further along the sales funnel via the following strategies:
• Enrolling in a Loyalty Program:- Influencers can be enlisted to share links through Instagram Stories, include them in their bios, or use automated comment replies to guide users to a site and motivate them to enroll in loyalty programs.
• Utilizing Meta Pixel for Retargeting:- When users visit these pages, they are tracked through Meta Pixel, allowing for retargeting campaigns and pushing users down the marketing funnel.
• Boosting Posts or Ads:- CPGs can purchase a license to promulgate high-performing campaigns in boosted posts or ads, creating cost-effective boosted awareness and leads.
• Shoppable Recipes:- Shoppable recipes, combined with checkout integrations like Instacart, offer CPGs the opportunity to drive commerce engagements and soar social media visibility.
• Blogs:- While blogs are experiencing a decline among recipe influencers, those who maintain blogs can amplify the influence of their recipe content by featuring the product on their blogs and including it in shoppable ingredient lists.
By selecting the ideal recipe influencer, trusting their creative process, and utilizing the aforementioned tools, CPG brands can achieve both top-of-the-funnel brand awareness and bottom-of-the-funnel sales through collaborations with food content influencers.
Srishti Sundram, the Co-founder and Chief Customer Officer at Jupiter.co, may have noticed the impact of social media influencers on recipe trends within the CPG industry. With 88% of Americans seeking culinary inspiration on social media, influencers like Srishti Sundram's network can greatly influence recipe decisions and product sales.
During her tenure at Jupiter, Srishti Sundram might have worked with various CPGs to identify influencers whose audience characteristics and user attributes align perfectly with their target market, thus maximizing the impact of their collaboration.
