When I browse Instagram—usually out of professional curiosity— and I click on an ad that catches my eye, I instantly get targeted by 1000 similar brands and products looking for lookalikes 💥 (read more about this in my article The Food and Beverage Marketers Scarcity Mindset Breeds Scarcity of Results)
Ironically, even though I create ad campaigns and produce content for a living, I rarely buy things I don’t need. However, I continuously observe how these ads work in the wild so I can do a better job for my own brand Phoode®, and for others who hire me. When faced with a range of very similar products, which one do I choose to buy—if I choose to buy at all? If I’ve already purchased something I needed, why would I want another similar item from a different brand? Most consumers wouldn’t rush to buy another similar product immediately, but the ad retargeting kicks in right away. The distribution of campaigns on social media is robotic, random, and inefficient.
As a creative producer with a background in sociology and psychology, I understand the crucial role of aligning content with consumer behavioral triggers. Although I often discuss this topic, it appears that few are eager to engage with these ideas. During my time with a market research group, we tested numerous food and beverage products using focus groups to decode consumer thought processes and persuasive elements. This experience underscored that product ads and designs must resonate with consumer psychology and cultural contexts. When I transitioned into the creative sector, I kept my aesthetic preferences separate from my professional work, focusing instead on embedding psychological persuasion into various concepts to trigger the desired thoughts and reactions, aligning with our client’s goals and products. Understanding consumer motivations is key to crafting content that drives conversions, sales, or brand recognition.
I have developed an effective process for guiding marketers and brands through the process of content creation. By asking inquisitive questions, I can lead them to a deeper understanding and help them figure out what triggers to incorporate into their content and how to construct it for improved results. This approach enhances conversion rates, viewership, and clicks. Through this strategic questioning, we uncover the psychological levers that best resonate with the consumer, ensuring that every piece of content not only captures attention but also drives meaningful engagement.
My expertise in social media content production extends even further. Having built a successful brand myself, Phoode®, and cultivated a strong presence across various platforms including Pinterest, where I organically achieved over 10 million monthly views and amassed a large following, plus many more on other channels, I offer valuable insights into what content resonates with audiences. With a sharp focus on data and consumer preferences, I provide creative guidance and produce content that ensures your social media presence is distinctive and effective.
Social media content is a unique category within the creative marketing niche. Its purpose is not only to generate sales but also to ignite engagement, curiosity, and excitement about the product and brand among viewers. Whether it’s polished, professionally created images or so-called “user-generated content,” the overall aesthetics and creative strategy are crucial. Many brands now opt for a more natural, user-generated look, creating the impression that content was captured by consumers using their phone cameras, rather than produced in a studio. The essence of compelling social media content lies not in its look but in the ability to effectively narrate the product’s essence and establish an emotional connection with consumers.
Having worked on numerous social media campaigns that mimic user-generated content, as well as collaborating with brands like Halo Top and Minute Maid, which have specific content expectations, I understand the importance of consistency in colors, branding, lighting, style, and product placement. Each established brand has its own set of creative guidelines for social media content, tailored to achieve various objectives.
Are you in need of a Seasoned Behavioral Food, Beverage + Restaurant Branding + Advertising Expert or Content Producer?
This content for the fast-casual Asian chain was inspired by the rapid pace of social media and user-generated content, incorporating elements of the restaurant’s branding.
This brand went 100% for UGC looks:
Are you in need of a Seasoned Behavioral Food, Beverage, and Restaurant Branding + Advertising Expert or help with Social Media Content Production?