When it comes to providing social media data analytics about the audience’s relationship to food around the holidays, ListenFirst gives brands a lot of great information to digest.
Based on trends our social media data analytics solution has noticed during both this Thanksgiving season and last, here are 5 key social insights to help marketers with their Thanksgiving messaging.
Insight #1: Stuffing Is The Most Important Thanksgiving Side
Looking at the real-time conversation on Thanksgiving last year, on November 22, 2018, there were 650K Tweets mentioning Turkey, making it unsurprisingly the most tweeted about dish on the day. Among the sides, Stuffing was the most talked about dish mentioned in 59K Tweets while Yams were brought up in 51K Tweets, (though that was primarily from Retweets of Tyler, The Creator, saying he loves Yams).
Meanwhile, Sweet Potatoes were mentioned in 39K Tweets while Mashed Potatoes were mentioned in 36K Tweets.
For marketers trying to decide which side dishes to focus on in their social media messaging this year, Stuffing followed by various forms of Potatoes are the best bet.
Insight #2: Remember To Leverage The Instagram Link In Bio Option
Between November 1-24, 2019, the top 4 social media posts from Top 100 Retailers that mentioned Turkey were all Instagram posts from Williams-Sonoma. While those posts received thousands of audience interactions, since Instagram doesn’t allow links in posts, there’s an issue converting that interest.
Williams-Sonoma got around the problem by adding a “Link in bio” CTA in the image description. The bio of Instagram profile pages is one of the few spots where active links are organically allowed on Instagram, and Instagram analytics have confirmed this is a great tool for improving traffic. For instance, a recent ListenFirst case study found that when a top lifestyle brand started adding CTAs to their Instagram posts asking people to check out the link in their Instagram bio, there were 27% more bio link clicks to the brand’s website.
Brands should definitely be sharing link in bio reminders in their Thanksgiving Food related posts to increase Instagram ROI.
Insight #3: Black Friday Is Also About Leftovers
Food-related social media opportunities for brands around Thanksgiving don’t just end when the holiday does. Black Friday is also the unofficial “national leftovers day”. On Black Friday 2018, there were more than 58K Tweets mentioning either the term Leftovers or the hashtag #Leftovers. Smart brands like Kroger, have taken advantage of the post-Thanksgiving feast subject matter, like on November 23, 2018, when they shared an Instagram post about recipe tips for Leftovers.
Brands should actively look for opportunities to share leftovers-related social media content on Black Friday.
Insight #4: Wednesday Is The Best Day To Post Thanksgiving Recipes
During Thanksgiving week 2018, brands on the NRF Magazine’s STORES Top 100 Retailers list saw that their recipe-related social media posts performed the best on the Wednesday before Thanksgiving. Between November 16-22, 2018, those brands saw the second highest response rate for their recipe related posts on the Monday before Thanksgiving.
Meanwhile, the Sunday before Thanksgiving was the day those retailers saw the worst performance for their Recipe related posts. Meaning that for brands wanting to share Thanksgiving related recipes, the Wednesday and Monday before Thanksgiving are the best days to post that content, while posting recipes on Sunday should be avoided.
Insights #5: Recipe-Related Social Media Audience Skews Female On Thanksgiving
In 2018, on the day before Thanksgiving, ListenFirst’s social media data analytics solution found that the Twitter audience for recipe-related Tweets was 51% Male and 49% Female. However, on Thanksgiving Day 2018, the audience for recipe-related Tweets was 56% Female and 44% Male.
On Thanksgiving Day 2018, the audience for recipe-related Tweets were also 69% Millennials, with 76% of the Recipe audience accessing those Tweets on their mobile phones. For brands trying to reach Millennial women around Thanksgiving, recipe-related messaging, optimized for mobile, is a great Thanksgiving social media strategy.
A winning social media strategy is a critical ingredient during the holiday season. ListenFirst can help optimize your food-related content not only around Thanksgiving, but year-round to make sure your brand is reaching the widest relevant social media audience.