You have the power to wield social media, to bend it to your will. The problem is figuring out what will benefit your company the most, how to do it, and what is the best use of your time and resources.
One way is to let the experts do it. Delegate. Those influencers really can deliver. And another way is for someone in your company to just whip out their phone and get on camera. Tell it like it is. People will smell your authenticity.
View this post on Instagram A post shared by Emily Mariko (@emilymariko)
Instagram and TikTok
Emily Mariko doesn’t talk during her reels on Instagram and TikTok. And she doesn’t write anything either. All she does is show video reels of herself grocery shopping, cooking, eating and working out. But people like it. She has 661,000 Instagram followers, which is considered an upper-tier influencer, or macro-influencer — way more followers than nano- and micro-influencers. In four days, her Whole Foods Market shopping trip reel gained 13,453 likes. Videos showing her making a new dish from leftovers have 34,000-plus likes in 22 hours. On TikTok, she has 9.3 million followers, and her grocery shopping reels garner 146,300 to 280,000 likes. She has a style that shows her shopping and cooking in little close-up snippets, without that much of her face in it, just her hands — except when she takes a bite of the dish once at the end, closing her eyes in PG-rated sensory pleasure.
Partnering with influencers like Mariko can help produce brands, and retailers do whatever they want to do: introduce a product, share about sustainability efforts, share the farmer origin story, show product variety on shelves, how to make something delicious with your products, educate people about your produce and more.
Find her on Instagram and TikTok at @emilymariko.
When retail buyers hear of bad weather in the areas where they source their fruit, they worry about not having the supply their stores need. That’s why it’s a great idea to post a video reel of the steps your farm is taking to protect the crop.
Rachel Syngo, director of new business development at Melon1 inc., shared with viewers on LinkedIn, the industry audience, how the company is protecting its melons from a potential winter freeze in Punta Gorda, Fla. The grower installed hoops and Agrobond to keep the plants 10 degrees warmer than the outdoor temperature.
Use this platform to reassure and educate distributors, wholesalers, brokers and, ultimately, retail buyers that you’re doing everything you can to protect your — and their — product.
Find her on LinkedIn at linkedin.com/in/rachelsyngo/.
