#Japan #Tokyo #Foodist Service #Food Influencer #Social Media Trends

Understanding Social Media Engagement in the Food Industry

In an era where social media shapes consumer behavior significantly, Insel Co., Ltd. has conducted a profound survey involving around 30,000 food influencers using the Foodist® service. This survey aimed to analyze user engagement with official social media accounts owned by food, beverage, and kitchen appliance brands on platforms such as Instagram, X (formerly Twitter), and TikTok.

Key Survey Findings

• - High Engagement Rates: An impressive 88% of respondents reported following official social media accounts related to food and beverages.
• - Motivations for Following: For Instagram and X, most users indicated that their primary reason for following brands was to participate in campaigns. In contrast, TikTok users were primarily drawn to accounts through recommendations.
• - User Loyalty: A staggering 76% of respondents stated that their reason for following a brand's social media was due to being a fan of the product or company. This showcases the deep connection users feel with the brands they follow.
• - Conversion Rates: Instagram proved to have a remarkable conversion rate, with 67% of users stating they had tried a recipe after seeing it online and 61% reported they made a purchase based on social media content.

Detailed Analysis

1. Following Rates

The survey highlighted that 88% of participants follow official social media accounts. This suggests that these platforms serve as an important source of information for consumers looking to stay updated on new products, campaigns, and recipe suggestions. Users are increasingly looking at these channels for authentic connections with brands.

2. Reasons Behind Following Brands

When breaking down the motivations for following brands across different platforms, Instagram and X revealed that campaign participation was a major factor. This indicates that promotional activities effectively drive user engagement. In contrast, TikTok showed a more discovery-oriented approach, with many users following accounts based on algorithmic recommendations. This creates a potent mix where Instagram and X lean towards campaign-driven engagement while TikTok excels in content discovery.

3. Reasons Users Stay Engaged

Respondents indicated a range of reasons for their sustained engagement with official brand accounts. The most notable reason was an affinity for the brand, being cited by 76% of participants. This is closely followed by the quality of posts providing valuable information, with 70% of users appreciating the recipes and ideas shared and 54% citing access to discounts and promotions. This indicates that both emotional and practical incentives motivate users to follow and engage with brands.

4. Actions Taken After Following

Users reflected on their actions after following food-related official accounts. Instagram was particularly noteworthy, with 83% of respondents engaging in campaigns and 78% interacting with posts through likes or comments. Additionally, 67% of users actually attempted recipes they encountered, and 61% went ahead to make purchases. These statistics not only highlight Instagram’s influence on consumer actions but also underline the heightened relationship between engagement and purchase behavior. In contrast, TikTok users showed a higher percentage of not taking any action (39%), indicating a need for deeper engagement strategies on that platform.

Conclusion

This comprehensive survey from Foodist Service underlines the powerful role of social media in shaping consumer attitudes and behaviors in the food and beverage industry. Brands are encouraged to harness these insights to tailor their social media strategies effectively. Furthermore, the strong connection between engagement and conversion indicates that businesses should focus on building authentic relationships with their audience.

About Foodist Service

The Foodist Service, managed by Insel Co., Ltd., is Japan's largest food influencer platform, encompassing over 30,000 food influencers. Through its various services aimed at connecting brands with these influencers, Foodist Service plays a crucial role in enhancing brand visibility and engagement in the competitive landscape of food marketing.