10 tips to make content about ingredients / materials

The recipe for social media success can be a tricky one to get right, as anyone responsible for creating content or managing channels will tell you.

They key is to make content that engages, excites and interests your online audience. It’s been found that the dopamine hit that we get from social media engages us in “seeking” behaviour which is why we keep hunting for new content, new ways to be entertained and new information to discover.

The problem (or should we say: opportunity) for brands and business is trying to keep up with this demand for new and interesting content by delivering content that will hook potential customers in.

In other words, related news: ingredients, materials, packaging and sustainability have never been hotter topics. They’re having a bit of a “moment” right now, and it’s near-impossible to scroll through your social media feeds or news apps without coming across some content about the latest must-have ingredient or trend. Sustainability and waste is a huge topic too, and both of these go hand in hand with discussions around materials and products.

Marketing tips

With everything from food and cosmetics to furniture and fashion, consumers have never been more aware – or more interested - in where their products come from and how they’re made. There are 142 million posts on Instagram using the #handmade hashtag, 684,000 posts for #ingredients and 156,000 posts using #ethicallysourced, so people are engaging with – and sharing – content based on this.

It’s a competitive environment out there and you need to make sure that your products stand out. So of course, it makes sense to create content that showcases your products to an interested audience.

How can you make your products, materials and ingredients work for you in your social media content? Here are our 10 questions to ask yourself when it comes to creating content about each part of your product and its journey:

  • Are there any ingredients that are unique to you?
  • Are any ingredients or materials sourced from somewhere unusual, or do they have an interesting story behind them? Have they been used for hundreds of years or are they newly discovered? Are they sustainable and is there any opportunity to create content around that?
  • Why do you use these ingredients? Are there any benefits to the customer, or how the products work? i.e. are they organic or anti-allergy? Do they have specialist active properties?
  • Are there any bright pops of colour or combinations and themes that you can pull together in your content? (Check out some of these colour-themed Instagram accounts for inspiration)
  • What about texture? Are there any videos or imagery that you can create to try and convey any unusual or intricate textures? Think about one single, solitary marshmallow sat on its own in a photo. That’s kind of boring and probably something that people will scroll past. Now think about an entire truck filled with marshmallows – that’s more interesting and Instagrammable.
  • If it’s food, are you using any ingredient combinations that are unusual or ones that “shouldn’t-work-but-definitely-do”? If it’s non-food, do any of the materials contrast against one another? Are any of the materials Instagram-ready (think: reclaimed wood, burlap, glitter, feathers, concrete, metallics)?
    • Are there any steps in the manufacture that are really interesting or unusual?
    • Do any of the ingredients look strange, unusual or photograph really well? Can you display them as a flatlay (which can be a really great way to display items that might not look as interesting if they’re photographed in isolation), or can they be photographed with something that contrasts and helps your material to stand out?
    • Is there anyone involved in your manufacture or materials sourcing process who would be a great social media spokesperson? Take a look at some of the top 10 construction influencers who show how to make manufacturing – something that might be considered “boring” - more interesting.
    • Are there any influencers that you can engage with to talk about your materials and ingredients? Preferably influencers whose audience make up your target market of potential customers too…

Social media post

It’s key to really think about all of these to find new opportunities for your local business to thrive and grow. Once you’ve answered these questions – and really thought about where the opportunities are for your business - it’s time to start planning some content.

Most of social media and online sales is extremely image-focused (or at least the content that gets the most engagement is) so think about how you can convey your content around materials and

ingredients through images or video.

Take a look at some of the most popular influencers, both in your business area and further afield, to pick up ideas and get a feel for what works. We’re not saying you should copy (that’s a no-no) but you can get some inspiration for how you might display materials and content to work for you.

Now that you’ve created your content, if you’re looking for a way to distribute it to your local dealers so that they can use it to drive sales and engagement, look no further: Embrosa