Check out what food brands are doing on Vine and with Instagram Video for social media marketing, including Oreo, Chobani and Betty Crocker. Learn which social video channel is more receptive to food brands so far, and best practices for engagement.

1. 2013 Zócalo Group
Food Brands Using Social Video
Vine vs Instagram
August 2013
@JessicaReed09

2. Executive Summary
• Brands are using Vine for brand awareness,
quick demos and sneak peeks. On Instagram,
brands post videos with more narrative and
creative focus.
• Instagram videos are generating more
interactions, likely from the larger user base.
• Most brand activations are experimental
to-date, with only 1-2 videos on either or both
channels.

3. Users 13 million users (before Android launch)
554 million active users on Twitter
130 million users
1 billion active users on Facebook
Popularity Most downloaded app outside of gaming
(iTunes App Chart)
11% of iPhone users active users of Vine
Most active Vine users tweet an average of
more than 14 videos per day
Weekly post frequency of 1.98% with 1.24%
overall interaction rate
#14 downloaded - iTunes App Chart
35% of iPhone users active on Instagram
45 million photos shared per day
Weekly post frequency 0.84% with 1.06%
overall interaction rate (likes and
comments)
Channel
Integration
Unique
benefits
• Continuous loop play
• Adapted for stop motion
• Add to category feeds
• Reposting
• Filters
• Editing
• Video stabilization
• Choose thumbnail
Quick Comparison
2

4. Tone Humorous, upbeat, fun Artsy, thoughtful, informative
Audio Music, background noise Narrated, music
Brands
Usage
Awareness,
announcements, quick
demos, sneak peaks
Showcase creativity, product
demonstrations, narrated
stories, interviews
Top Brand
Categories
Retailers, food, beauty,
media
Fashion, sports, luxury,
automotive
Brand Insights
2

5. Brand Following Instagram
Videos
Vine Topic/Approach
Taco Bell 143,481 3 #DoritosLocosTacos announcement & videos showing
@Our2ndLife trying them with just background noise
Oreo 92,261 Created series of videos with #OreoSnackHacks such as
making milk & Oreo ice cubes for coffee without sound
Ben & Jerry’s 205,167 2 The making of ice cream flavor “San Francisco’s City
Churned” with just background noise
Red Mango 364,388
McDonald’s 37,248 Stop motion with food such as “Fill Your Day with McCafe”
smoothie filling cup, without sound
Dunkin Donuts 53,221 Stop motion with food, such as Munchkin donuts becoming
fireworks for 4th of July with background noise
Food Network 211,251 One video, narrated sweep of office: “Welcome to lobby at
Food Network HQ in Chelsea Market”
Most Popular Food Brands
on Instagram

6. Presence: Oreo
2
• Oreo#SnackHacks
recipes and videos
from #Wonderfilled
NYC event
• Significant
engagement
compared to other
brands, with 300+
likes, 130+ revines
(shares) and several
comments
Vine: 5,237 followers
Posts: 14 videos
Twitter: 151,050
followers

7. Presence: Chobani
2
• Feature simple &
colorful how-to’s
with various
#KitchenTricks
• No product
mentions
• Average 180 likes,
8 comments and
1-2 revines Vine: 2,496 followers
Posts: 7 videos
Twitter: 62,000
followers

8. Presence: Peanut Butter Co
2
• Fun, humorous tone
with various product
shots or product
being used
• Holiday post
encouraged viewers
to download coupon
on Facebook app
• Average 30 likes Vine: 853 followers
Posts: 11 videos
Twitter: 34,600
followers

9. Presence: Red Vines
2
• Timely videos for the
holidays or causes
incorporating the
product
• Supporting with
Promoted Tweets on
Twitter
Vine: 1,644 followers
Posts: 17 videos
Twitter: 51,864
followers

10. Presence: Bon Appetit
2
• How-to videos
including pickled
vegetables, cleaning
a grill, and how to
flame an orange peel
for a drink
• Around 100 likes per
post
Vine: 8,458 followers
Posts: 13 videos
Twitter: 468,351
followers

11. Presence: Pepperidge Farm
2
• Testing different
videos including
showcasing new
product, employee
service day and
shout-out for career
openings
• Minimal engagement
Vine: 148 followers
Posts: 5 videos
Twitter: 14,957
followers

12. Presence: Betty Crocker
2
• Stop motion video
featuring different
cupcake ideas for Fourth
of July
• More comments than
typical photo post;
average number of likes
23,000 followers
Posts: 1 video

13. Presence: Duncan Hines
2
• Sprinkles pouring over
a spoon of frosting for
4th of July and a stop
motion of cookie
being eaten
• Not more engagement
than photos
567 followers
Posts: 2 videos

14. Yell Design Food Fun
• Simple stop
motion videos
• Highly shareable
• Average 5-7K likes
and 200+ revines
• Extensive media
coverage including
CNN, Mashable
and PRNewser
Vine: 120,000
followers
Twitter: 500
followers

15. Creative: Mario Bros Recreated
2
• Fun & simple
• Created by artist
Hunter Harrison
• Significant media
coverage including
Daily Mail, Mashable,
LA Times and
Ubergizmo
Vine: 14,936 followers
Posts: 91 videos
Twitter: 500 followers

16. Best Practices
2
• Best videos are stabilized, single location.
Lower quality mobile devices to shoot
with and no editing make movement
difficult to follow.
• The perfect #loop (last frame flows into
first frame) encourages re-watching
• Upload to category (“food”, “nature”)
• Humor is popular on Vine, like the “Ryan
Gosling won’t eat his cereal” series
• Include #hashtags for searchability

17. Video Best Practices
2
• Keep with Instagram’s focus on beautiful
imagery and aesthetics
• Add audio – music or narration – over a
single image/shot
• Use a filter for the vintage look users love
• Choose compelling cover shot
• Include #hashtags for searchability

18. Best Practices for Food
in Social Videos
2
• No people; keep it focused on the food
• Audio optional, as the visuals tell the story
• It can be a snippet from a recipe, directing
viewers to link for more, like this pesto
Vine
• For a recipe, display clear view of all
ingredients, one step of the cooking
process and the finished product.

19. Topics to Consider for Social Video
Program
• Length
• Tone
• Audio
• Engagement volume goals
• Sharing on other networks
• Brand channel destination
• Paid promotion

20. 2013 Zócalo Group
Questions?
Jessica Reed
Emerging Media Strategist
Zócalo Group
Email: jreed@zocalogroup.com
LinkedIn: JessicaReed09
Twitter: JessicaReed09
Sources: Mashable, LuxuryLab, Vine, Instagram