Influencers are becoming increasingly powerful! Now more than ever, consumers are looking to social media for inspiration when it comes to just about every aspect of life, including food and beverages. This has given influencers on social media platforms a great deal of power in terms of food industry trends. Indeed, social media influencers are becoming a driving force behind some of the latest food and beverage trends.
Overarching trends on social media platforms have impacted how consumers approach food and beverages. Keeping a close eye on how influencers are featuring food and beverage items on their social media channels is essential for brands to anticipate the next big trends and find creative ways to market their products that will resonate with social media users. Keep reading for our takes on how social media influencers are shaping trends in the food industry and how brands can take advantage of these trends.
Everything Aesthetic, All the Time
If there is one thing that social media influencers are adamant about it, it’s that everything must be aesthetic – even food and beverages. “A day in the life” and “get ready with me” style videos on TikTok and YouTube give consumers a glimpse into how influencers are fueling their days with visually appealing foods and beverages.
What has this trend looked like on social media? Color-coordinated meals, focaccia bread “art,” and elaborate dishes that are perfectly plated. Picture-ready food and beverage items that pop on social media, thanks to vibrant colors, are ideally suited for this trend.
Romanticizing Everyday Food and Beverage Items
Social media influencers have peddled a mindset shift in which individuals are to romanticize their daily lives to find little things to get excited about and look forward to. This trend is all about making a big deal out of the little things and finding small ways to elevate one’s existence. Influencers have claimed to reap an array of benefits from romanticization, including gratitude, positivity, and increased productivity.
For food and beverages, this trend has meant that influencers – and the consumers that follow their lead – are elevating everyday food and beverage products. Everyone’s favorite morning beverage has surely been influenced by this trend. Influencers tend to feature elaborate coffee stations with over-the-top ingredients, like seasonal themed marshmallows and various flavored sauces, creamers, and toppings, in these videos. Confectionary and dairy brands may consider highlighting how their products can take coffee to the next level for a special experience every morning.
An aspect of the romanticize-your-life trend is celebrating the little things, so it comes as no surprise that influencers have been especially focused on marking the passage of a new season and acknowledging holidays in big and small ways. This has meant that seasonal food and beverage items have been consistently trending on social media. Homemade recipes, like pumpkin shaped pizzas, watermelon popsicles, hot cocoa bombs filled with edible glitter, single serve apple crisp, and more, have found a place on social media feeds. Indeed, female influencers, in particular, have been showcasing the special ways they prepare foods and beverages to add some seasonal excitement to their daily lives.
Consumers are going to be looking to brands to help them find more accessible, affordable ways to romanticize their lives and get in on seasonal celebrations. Brands of all types should consider showcasing how their seasonal offerings can infuse consumers’ daily lives with some excitement. Brands can also get ahead of this trend by showcasing how their non-seasonal items could be included in seasonal recipes.
Encouraging Snacking Throughout the Day
Although influencers have been known to push health and wellness trends, more recently, they have been normalizing snacking throughout the day. This trend has extended beyond just healthy
snacks, too. Most recently, “girl dinner” was trending on social media; this trend encouraged women to showcase the unconventional dinners they put together when short on time or energy. Oftentimes, these meals featured an eclectic array of snacks.
“Snackle” boxes and snack-focused charcuterie boards, in which influencers compile an assortment of snacks, usually around a particular theme or color, have also been trending. Influencers are taking the shaming out of snacking, instead encouraging snacking as a fun activity to get creative with. Snack brands should take advantage of this by demonstrating how their products can be enjoyed during any daypart and how consumers may find fun and creative ways to incorporate these products into their lives.
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