The US food market is full of giant food chains, but for the most part, they’re either owned by a private entity or have a much smaller reach.
But the rise of social media has made it easier for brands to communicate directly with their customers, and the rise in mobile technology means there are many more options for brand-name food to spread.
The new world of social channelsThe biggest names in the food business have been experimenting with social media in an effort to make their brands more visible to consumers.
There’s no doubt that Instagram has helped the likes of Pizza Hut and Domino’s grow and become global brand names, but there’s also a big difference between the way brands communicate on Instagram and how they do in a traditional newsroom.
With a few tweaks, the world of Instagram is a whole lot like that of newsrooms, says Dan Shafer, the founder of social platform marketing agency Shafer & Fox.
Brands can make Instagram videos or posts with more context than they would otherwise, but they can’t create content with the exact same tone.
They need to be able to say “look at us in a different light,” says Shafer.
For example, Domino, which is owned by Pizza Hut, has a huge amount of Instagram followers that are just as passionate about their brand as the rest of the country.
So Domino asked Shafer to create a video about the pizza chain’s new marketing campaigns, including a montage of brand images.
Shafer’s video features some of the iconic pizza chains like Domino Bros and Pizza Hut.
Here’s what Shafer had to say: I wanted to take it one step further, and create a montages from different perspectives.
You’re talking about a brand like Pizza Hut that has a very diverse brand identity.
They have a really diverse fanbase that really appreciates that they have a diverse brand.
Domino has done a really great job of showing that Pizza Hut is a brand that people love.
So I was like, well, why don’t we take a look at that brand and really give a little more context to that, so they can get a little bit more understanding of how it relates to their brand.
The montage features the Pizza Hut logo, as well as a few shots from the brand’s brand page, including some images of the brand and brand-brand relations.
The brand is also featured in some brand imagery that looks similar to the image from Shafer&Fox’s video, including an image of a giant pizza with a giant Domino logo on top.
“We wanted to make sure the brands we’re talking to have a different perspective,” Shafer says.
Shafers brand is based in London, so it wasn’t easy to get Domino to show up in person for the interview.
Shaper says he approached Domino and asked if he could make a montry about the brand.
“They said ‘no way, no thanks’,” Shafer recalls.
But after a few emails back and forth, Dominos representatives agreed to make the montage.
Shaver says he was also able to get a few more shots from Domino for the montages.
Dominos social media presence has been a major asset in its push to become a global brand, says Shafer.
Domo’s brand image, for example, features the Domino logos.
Domos Instagram video shows how its brand image was designed.
The Domino brand image is also a major drawcard for brands on Instagram.
When brands post their content on Instagram, they often post it with brand-related hashtags, like #celebrity or #diamonds.
Shader says he found that Instagram allowed brands to create content that was engaging with their audience.
“You can see the conversation that they’re having and it’s actually interesting and informative and engaging,” Shader explains.
Shapher says Domino can also use the brand imagery to create videos and photos that reflect its brand identity, which makes it a great marketing tool for brands.
Brands have the power to create their own content, but it’s up to them to create engaging content to be shared on social media.
Domination can use the content of its brands on social channels to communicate to its followers and build brand awareness, Shafer said.
Dominated Brands, which Shafer co-founded, also focuses on how brands can use social media to connect with their fans and create content to help people enjoy their brand or service.
“Social media is the new battleground,” Shafar says.
“The next frontier will be mobile, but social media is still the new battlefield.”
The rise of Instagram brands on mobileThe new wave of social platforms like Instagram are helping brands create content more efficiently.
Shavier says he started Dominated in the summer of 2016, and Domos YouTube video was a great way to build his brand.
Shapper and Shafer also started Dom