How We Made Brownies Get Over 80K Views on Instagram

Recently, we gained a new client ‘Love Brownies’ – a franchise across the UK selling delicious fudgy brownies. So, we sat down and asked ourselves the question... "how do we make people want to buy brownies?”.

I know what you’re thinking… everybody likes brownies, so surely selling them will be simple. However, with the rise of baking in lockdown coupled with an already over-saturated market, it can be difficult to stand out from the crowd.

That's why we took the time to define our strategy and up the content game, and it's national brownies day, so there's never been a more fitting time to spill our secrets. Here’s how we did it…

1.???????????We Took Inspiration, But Didn’t Copy

Nowadays there's a sea of 'foodie' social media accounts, all filled with aesthetically-pleasing shots of delicious food and ASMR videos, so how do you create authentic content? With so much 'foodie' content out there, it would be silly not to make use of it - but it's important to add your own twist and not directly copy any content...EVER.

Also, if you've taken inspiration from a creator and have used their unique concept in your own way, it's always great to give credit to the original creator. Show love within your community!

2.???????????We Reached a New Audience

Gen Z is taking over the social media world, if they haven't already! Typically, they love short and snappy content, something that grabs your attention from the get-go. However, one of the most important things we've learnt is to not alienate other generations and age groups.

Partaking in trends that not only capture Gen Z's attention but also create a balance for the older generations using socials, is a brilliant way of ensuring that your social media will attract a wider audience. Although we created some amazing short and snappy Reels, we also developed slow, detailed and indulgent ones that would appeal to all chocolate and brownie lovers, no matter the age.

3.???????????We Varied Our Content Pillars

Creating content on social media is harder than it seems, especially when you're trying to sell a product. Our success came not only due to the audience we attracted, but how we communicated to them - it's true that the best marketing is when people don't know they're being marketed to.

We varied between 'selling' the brownies to just purely hilarious memes that apply to brownie-lovers, although our brownie humour could be questioned - we found it FUNNY.

The point being, ensure to create content that will suit everyone's needs, especially if your brand isn't directed toward a specific age group.

Easier said and done, but our consistently varied content, reaching a wider audience and taking inspo from other amazing 'foodie' content gained us constant success with our client, Love Brownies, reaching over 80K views in ONE month.

Social success doesn't come overnight, it's important to stay consistent and optimistic - do drop us a message if you need any social help!