This insights post is a summary of the blog post published by Prohibition. View the full insight at: Why People Build Better Brands: The Faces Behind the Feed.
Social media managers at agencies are constantly trying to understand what actually makes somebody follow a food and drink brand.
The average Instagram users isn’t looking for another wine company to tell them how crisp their new rosé is while they are scrolling. Consumers are looking for entertainment, connection and something that feels relevant to their everyday lifestyle.
Not Just Brand Building, But Community Building
If you’ve spent any time on food and drink TikTok, chances are you’ve probably come across NICE Drinks because the brand has become difficult to ignore. In an industry where social feeds are often dominated by stylised product photography and recipe content, NICE has taken a different approach.
Their repertoire has included a playful stunt tied to Harry Styles, team members in pink boiler suits parading through London, and hosting live dating events for young Londoners. The social strategy for the brand isn’t just focused on selling its drinks, it’s goal is to build an engaging community for its audience.
Variety for Food & Drink Brands
Part of what makes NICE’s social media presence feel engaging is the variety of content it creates. Alongside larger-scale activations and attention-grabbing stunts, their content is mixed with messages that feel simple, relatable and easy to replicate.
The balance between people-led content and branded visuals feels natural, helping the brand stay recognisable without feeling overly polished or sales-led.
Even the simpler content plays a role; for example, a post asking followers to choose their perfect rosé shade or weigh in on a light-hearted debate feel less like marketing and more like the sort of conversations you’d have with friends down the pub. Not everything feels like a campaign but also, nothing feels like filler content; every post is playing its part on feeds.
Why People-led Content works for Food & Drink Brands
By the nature of the food and drink industry, people are at the heart of it. Whether it’s sharing a bottle of wine, grabbing a coffee or celebrating over a meal, these scenes are used throughout food and drink marketing. Food and beverage products are naturally woven into everyday moments and social occasions.
Consumers could buy wine from hundreds of different brands, but what makes them follow a brand on social media is oftentimes something much more than the product itself. They’re looking for personality, shared interests and brands that feel relatable.
To get more insights and tips on create the right mix for your food and drinks brand, read the full post at: Why People Build Better Brands: The Faces Behind the Feed.
