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Ingredients for Instagram Success

One of the questions we’re constantly asked is, “what should we be posting to Instagram?” Just like any other creator, brands want to know what kind of content gets the best response from their audience. Perhaps the most pertinant question of all is the balance between inspiring posts and product promotion. So today, using Captiv8 Analytics, we’re putting the spotlight on three brands that are shaking up the $1.3 trillion food industry to see what works on Instagram for selling subscription meal kits.

Blue Apron

  • 180k Followers
  • 72% Female
  • Top Countries: US, Canada & UK

Blue Apron’s approach to engaging with their community involves playing with your food…literally! The top post of all time showed that flags are much better when made with delicious fruit, the post generated over 4k likes. It’s obvious the team is having a blast from their renditions of major events through what’s in your pantry, a unqiue and relatble way to connect with their audience.

Happy Fourth of July!

A photo posted by Blue Apron (@blueapron) on

 

Here’s to a sunny weekend, chefs! Just remember, nobody likes burnt toast. #SPF

A photo posted by Blue Apron (@blueapron) on


Happy Earth Day! #EarthDay

A photo posted by Blue Apron (@blueapron) on

Blue Apron also does a great job asking their followers to engage – 2 of their top 10 posts prompt users to ‘Double Tap if you…’. Though keep in mind, asking for engagement doesn’t work for every brand, you have to be authentic so it doesn’t come off as self-serving. 

Double tap for taco night!

A photo posted by Blue Apron (@blueapron) on

 

Double tap if you think every dinner should come with a side of melty, cheesy bread!

A photo posted by Blue Apron (@blueapron) on

 

Plated

  • 73k Followers
  • 60% Female
  • Top Countries: US, Canada & UK

Plated posts mouth-watering photos of their creations, inspiring their followers to partake in the fun. They create a perfect balance between promoting their service and connecting with the foodie in all of us.

Their top post of all time (by likes) wasn’t of the finished plate from their latest meal box but showing their support for #NYCPride. The post generated over 1,600 likes and showed their community a personal side to the brand.

Happy #NYCPride from the Plated team!

A photo posted by Plated (@plated) on

Their posts highlighting words of wisdom from well known culinary gods and celebrities also generate a ton of engagement, showing that inspiring us all to enjoy the little things in life works.

2016 goal: hangout with more people who love to eat

A photo posted by Plated (@plated) on

 

And finally, their approach to generating content from loyal customers showed a ton of success. Their #platedpics campaign generated over 46k posts and when they shared the winner’s picture for the week, followers went nuts with over 1,400 likes.

 

Hello Fresh

  • 37k Followers
  • 70% Female
  • Top Countries: US, UK & Australia

Hello Fresh takes the approach of curating and sharing beautiful food pictures from creators with large audiences on Instagram.

Their top post came from a photo taken by @wrightkitchen (136k followers) and led to 572 likes.

When life gives you lemons… Photo credit: @wrightkitchen #HelloFreshPicks #FreshLife

A photo posted by HelloFresh US (@hellofresh) on

Possibly the best thing to get us through Thursday. Who’s up for an avocuddle?! ☺️ #toocute via @queeniescards

A photo posted by HelloFresh US (@hellofresh) on

They also connect with their audience during events that impact people everywhere to show their support. Their post after the supreme court ruling on marriage equality racked up over 420 likes.

This cake tastes extra delicious today! #LoveWins via @marthastewart 🌈

A photo posted by HelloFresh US (@hellofresh) on

 

Main Takeaways…

Bring out your inner inspiration – for these three brands, posts which evokes lifestyle and relatable content really does seem to draw engagement.

Experiment outside of your usual habits – we’ve seen here that it’s not always the most commonly posted content or filters that work the best. Play around with different content to see how your audiences react.

Know what your customers want from your brand – make sure your content choices are based on a solid record of what works best. Much more important than general best practice for Instagram, is to find out what resonates with your audience.

All of our analysis was done using Captiv8 Analytics. You can sign up for a free trial today or if you’d like to find out more, we’re always here to chat.

 

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