How food content cooks up a storm on social media

There’s no doubt about it, food content cooks up a storm on social media. Maybe* loves a bit of food porn. Restaurants, cafes and all things hunger pang inducing frequently appear in our most engaging post round ups. But any business can learn from the success of food content, especially on Instagram. It’s all about creating content that evokes the senses and tantalises the taste buds.

Every week we profile the social media content of towns and cities across the UK, demonstrating what indie businesses are doing to stay active, stay connected, and inspire new and existing customers to shop and spend locally.

Next stop, Lechlade. Any business in any local place can apply these tactics. In fact we’re working with the whole of the Cotswolds to help them make social media work for them in a bid to support recovery across the UK.

How many businesses in Lechlade have social media accounts?

Maybe* Place Insights shows us that 26% of businesses in Lechlade, marked in yellow, have social media accounts. That’s lower than the wider Cotswold Local Authority who sees 32% of its businesses with social accounts and the UK average of 28%.

Explore Maybe* Place Insights

How many businesses in Lechlade create social media content everyday?

Of those 26% of businesses, an average of 27% of them are active every day.

How many posts do businesses make and how engaging are they?

Lechlade businesses created an average of 180 pieces of social media content per day throughout October. Those social posts earn approximately 1,500 engagements per day. That’s about eight engagements per post.

Lechlade’s posting volumes are consistent no matter the day of the week, and engagement follows suit. So the town has done a great job of ensuring its businesses are active at the same time customers are, which is sadly not a pattern observed across the whole Cotswolds.

What is Lechlade’s best social media content?

We’ve used the Maybe* Best Post in a Place tool to find Lechlade’s best post on Friday October 9..

The post came from Max Abbott, AKA Sourdough Revolution. But despite being a master baker, it wasn’t the doughy delights that earned the engagement. It was a post personal in nature, with a snap of his daughter.

People want to see the person behind the business and invest in you. So open up and get personal.


View this post on Instagram


A post shared by Max Abbott (@sourdoughrevolution) on

What conversations do Lechlade’s businesses create?

Lechlade’s content is dominated by food chatter, proving now’s a good time to whet appetites with seasonal produce and styling.

The conversation across Lechlade wavers close to the line on our positivity scale. But through October it has bobbed up and down like a Halloween apple. Use happy and positive language in your posts and the whole area will benefit from a perk up.

Key takeaway

Maybe* Place Insights aims to inspire more businesses to take up social media on a daily basis. Introduce Halloween, Autumn vibes, winter warmers and all things festive into your feed. Independent businesses of any nature can learn from food content; use close-ups, use colour, and make people hungry for your product whatever it is.

Wondering why using hashtags in the conversation about place matters? Read all about it.

WATCH THE WEBINAR HIGHLIGHTS: discover more super social from Lechlade's independents with the Maybe* team

Maybe* is a social media management platform that helps organisations make social media work better for them. We provide easy to use engagement tools, smart insights and reports that rock.

Join us every Wednesday for our "What's working best" social media insights webinars