How to cook up a recipe for success on social media

by Amy Rountree

In our last post about Cookware for Bira members, we looked at the impact of travel on inspiring conversations about cookware. In our latest post, we take a look at how you can improve your content marketing to support your cookware business.

Maybe* listened to the online conversation about cookware across Facebook, Twitter and Instagram to see where the most content marketing was taking place, which platform drove the most engagement, and which platform delivered the most positive sentiment during September 2019.

Using social media listening tools

The insight social listening gives you will enable you to:

Identify the important conversations your audience are having on social media.
Put your energy into the social media platforms that are right for your business.
Improve your own content and engagement strategy.

Looking at the detail

What’s being said about cookware and where?

During September there were 3,548 conversations about #cookware across social media. 2,380 of them took place on Instagram. The gram also earns content, over 54,000 engagements demonstrating that it's the best place to put your cookware content marketing efforts.

Twitter generated very little conversation about cookware, while Facebook accounted for 7% of content, though sentiment was higher than Instagram at 53%. This tends to be because a lot of competitions are offered on Facebook.

The See What Works report from Maybe*, highlighting engagement with #cookware social media content. See the engagement for your own content.

Instagram inspo

As the weather gets a little nippier and we start seeking seasonal flavours to fill our bellies, this is the perfect time to show off your product by taking inspiration from autumnal produce and winter recipes.

View this post on Instagram

Timeless design, legendary quality - and a delicious recipe to go with it. Tap the link in our bio to shop this #LeCreuset Heritage Oval Casserole and to get our recipe for cauliflower and kale casserole with brown butter breadcrumbs.
A post shared by Le Creuset (@lecreuset) on Sep 29, 2019 at 4:45pm PDT

View this post on Instagram

The Betty Bossi Veggie Sheet Slicer creates wafer-thin sheets of courgette and aubergine to encase a delicious filling of ricotta, spinach and pine nuts – all finished off with a rich tomato sauce. It’s a great recipe for a #meatfree treat, giving you five portions of vegetables to hit your daily target – in a very tasty way! Get the recipe on the Lakeland blog.
A post shared by Lakeland (@lakelanduk) on Oct 3, 2019 at 7:27am PDT

The key takeaway

Creating a conversation about cookware is easy to do on Instagram. Ensure your images are visually appealing and show your product in a lifestyle setting. You could suggest recipes that your pots, pans and bakeware could be used to create. And if you’re feeling brave enough, why not experiment with video?

Social listening tools support your business to find its voice in crowded markets, dig out a much-loved content niche and build a meaningful presence on social media. Get started for free.

How to cook up a recipe for success on social media

Looking at the detail

What’s being said about cookware and where?

Instagram inspo

The key takeaway

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