Top 5 Social Media Trends for Food Brands in 2024

Social media has become the playground for food brands to connect with customers, showcase their products, and ultimately drive sales. As 2024 approaches, staying on top of the latest trends is critical for maintaining a competitive edge. Let’s explore the top five social media trends that food brands should tap into for the coming year.

1. Snackable, Short-Form Video Content

The rise of short-form videos on platforms like TikTok, Instagram Reels, and YouTube Shorts has revolutionised how food brands market their products. These bite-sized videos allow brands to communicate key messages quickly while holding the audience’s attention. Recipe demonstrations, food hacks, and behind-the-scenes kitchen moments are all examples of engaging content in this format.

For example, Chipotle’s use of TikTok to showcase quick, quirky videos of their menu items has helped them connect with a younger audience, resulting in increased brand engagement.  Needs some more video ideas? Read our blog here.

2. Collaborating with Micro-Influencers

While celebrity endorsements have been popular in the past, 2024 will be the year of micro-influencers. These influencers have smaller, but more engaged audiences, and they are seen as more authentic. Collaborating with influencers in the food industry who align with your brand values can lead to more meaningful connections with your audience.

For example, if you’re a plant-based food brand, partnering with vegan influencers who create recipe content or review plant-based products can bring your brand to the attention of an interested niche audience.

3. Sustainability and Transparency in Marketing

Sustainability is no longer just a trend but a requirement for many consumers. Customers are actively seeking brands that are transparent about their sourcing, packaging, and environmental impact. Food brands that promote their sustainability efforts through social media, such as zero-waste recipes or eco-friendly packaging, are likely to build loyalty with eco-conscious consumers.

Brands like Impossible Foods and Oatly have successfully integrated transparency and sustainability into their social media campaigns. They highlight heir environmentally friendly practices and ethical sourcing.

4. User-Generated Content (UGC)

Leveraging UGC is one of the most effective ways for food brands to build a community of loyal customers. Encourage followers to share their experiences with your product (via hashtags, contests, or challenges). Not only provides authentic content for your feed but also creates a sense of belonging among your audience.

For example, Starbucks frequently promotes UGC by encouraging customers to share their customised drink orders or photos using the brand’s signature cups, fostering engagement and brand affinity.

5. Immersive Augmented Reality (AR) Experiences

AR is becoming an innovative way for brands to engage users by allowing them to interact with products in creative ways. For food brands, this could mean allowing users to virtually explore a restaurant or visualise how a product fits into their daily lives.

For instance, Coca-Cola launched an AR campaign. Users could interact with their bottles through Snapchat, which helped the brand connect with a tech-savvy audience.

Conclusion

In 2024, food brands should focus on short-form video content, collaborate with micro-influencers, champion sustainability, encourage user-generated content, and explore augmented reality to stay competitive. By embracing these trends, brands can elevate their social media presence and drive meaningful engagement with their audience. Want to find out more, connect with the team at Metric Connect to see how we can help your brand take off.