The latest angle on social media marketing produce to families

Social media’s importance in marketing to families can’t be overstated. And the strategy is changing.

Mastronardi Produce's social media influencers reach target consumers by promoting the brands on Facebook, Instagram, TikTok and Pinterest.

“We’ve learned that user-generated content highly impacts purchasing decisions and creates a high level of brand trust,” said Julia Shreve, director of marketing, brand and innovation at the Kingsville, Ontario-based greenhouse grower.

Marketers are responding to the major shift on social toward video content, with the rise of TikTok and Instagram reels.

Also, the “creator economy” has made influencers and user-generated content a significant consideration for any social marketing strategy, Shreve said. “It’s important to stay on top of these social trends in order to reach consumers and stay relevant,” she said.

Orlando, Fla.-based Healthy Family Project’s March Mission for Nutrition social initiatives included a live Facebook cooking class, Twitter party, regular giveaways, video on Instagram and Tik Tok, and sharing of recipe content throughout the month.

These social efforts garnered more than 17 million social media impressions, managing director Amanda Keefer said.

“TikTok and Instagram reels have been very successful for us,” Keefer said. “Also, giveaways have been doing well. People are looking for extra savings and freebies.”

The "Dole Healthy Heroes, Assemble!" campaign will have a dedicated social media campaign on its Facebook, Instagram, Twitter and Pinterest pages, as well as blogger partnerships.

Launched in March, the centerpiece of the program is Dole’s Celebrate Super Heroes Contest, which asks everyday champions to submit their own hero’s story on social media — while challenging and encouraging others — for a chance to win $1,000 scholarships and other prizes.

Video always performs well, said Rebecca Catlett, director of marketing and communications of Okanagan Specialty Fruits, Summerland, British Columbia.

The company has plans to develop more recipe videos in 2022, to inspire and offer creative ideas on how to incorporate more apples into families’ diets.

“It’s important to make time to stay up to date on the latest trends, let the creativity flow and not be afraid to try new tactics,” she said.