Sugar, spice, and everything nice—could this be the recipe for a five-star social feed? We reviewed the top food brands on Pinterest to find out what’s on the menu for industry leaders leveraging the channel. Order up.
Cooking catastrophes: we’ve all had one. Was the recipe listed in grams but you only had cups? Did you leave a roast in the oven just a little too long? Been there, done that. Savvy home-cooks in a bind will usually stop and ask themselves “WWTBCD?” (What Would the Barefoot Contessa Do)—or they’ll take to the web for inspiration, tips and tricks, and answers to their burning questions.
With its steady stream of recipes, kitchen hacks, and mouth-watering imagery, Pinterest is the pinnacle of online food content—and brands are taking notice. The ability to offer your community a solution to their culinary needs is unprecedented on the visual, search-based channel. But how do you make sure your content stands out in such a vast digital sea?
The best food brands on Pinterest understand their unique audience and customize boards to capture pinners’ attention without resorting to traditional advertising tactics. It’s a great opportunity to showcase products and recipes through photos and videos, and teach users new skills like how to spice up their sad desk lunch or feed a family of five in a time crunch. In fact, many brands feature boards with lifestyle content to give pinners a taste of something different.
Another key feature for food brands on Pinterest is the “add photo” button under the pin descriptions. It allows pinners to upload photos directly to the pin of recipes they tried or products they purchased—which helps generate trust, affinity, and further interest. Several brands on our list have boards exclusively for user-generated content (UGC) and they often garner the most hits.
If you’re ready to take your Pinterest marketing strategy from appetizer to main course, use these brands as a guide:
Boards include: up close and personal, lunch date, and “in the lab”—recipes, tips and tricks from the brand’s renowned Culver City headquarters.
Boards include: Milk Bar 101, gift ideas, and a compilation of DIY recipes so fans can try the brand’s iconic treats at home.
Boards include: party starters, indulgent date-night desserts, and “stuff in a cup” for easy solutions to ice cream presentation needs.
Boards include: summer squash, outdoor entertaining, and healthy habits with a mix of recipes to suit all dietary needs.
Boards include: one pot wonders, sustainability, and kitchen makeover inspiration to transform the spaces where pinners are cooking.
Boards include: beautiful hors d’oeuvres, decadent cheesy favorites, and James Beard’s most beloved personal recipes to wow family and friends.
From super-niche dessert connoisseurs to brands covering the spectrum of cuisine, it’s clear there’s no limit to how marketers in the food industry are finding success on Pinterest. What helps a business profile thrive in this sector is a thoughtful mix of owned photos, recipes, and culinary inspo, with a sprinkle of UGC to tantalize pinners’ taste buds. Bon appetit!
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