Social media is deeply integrated into consumer habits, with nearly 90% of US users reporting daily activity. The top used social media apps are also the ones consumers prefer to find food and drink content on, with highly visual and engaging apps (Facebook, YouTube, TikTok, Instagram), far exceeding engagement from historically food-oriented apps (Yelp, Pinterest).
When it comes to the type of content consumers want to see from restaurants and food and drink brands on social media, deals and discounts as well as cooking and shopping hacks rise to the top, underscoring the role value plays online and off. Content that helps consumers stretch their budgets without compromising experience or taste will continue to increase in demand as economic factors (such as potential tariffs) lead to price increases across core food and drink categories.
Brands have the opportunity to play a critical role in providing tips on cost-saving and efficient cooking as economic concerns permeate, potentially influencing purchasing decisions. However, social media discourse is a double-edged sword, meaning brands must treat cautiously to maintain positive engagement.
In a crowded food and drink market, social media has become a valuable tool for consumers to make informed decisions, seek out deals and explore new products.
Paige Leyden, Research Manager – Foodservice, US
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