Social media is everyone’s favorite distraction, but brands must think carefully about how they’ll garner a part of that attention. Social media for food brands is particularly challenging: As they try to connect with the “foodie” generation of Millennials and the health-conscious Generation Z, these brands risk negative feedback about not being sustainable or organic enough. People care a lot about food, and today, that sentiment has never been truer. So how do you convince these audiences that your food brand is the one to watch on social?

A bowl of carrot soup with bread and grilled salmon on a bed of greens.

Luckily for food brands, food marketing on social media has excellent potential to be highly engaging. People aren’t just passionate about having big opinions on food; they also love finding new recipes, photographing colorful ingredients, or simply browsing beautifully photographed foods on their social feeds.

These pastimes play into their buying habits, too: According to one report, more than half of those surveyed do research about food on social media before making the decision to buy it.

Social media for food brands offers a huge opportunity to connect with consumers and build brand loyalty. Here’s how you can capitalize on your advantages to create the best food social media campaign:

1. Start with a good product.

This step seems trivially simple. Of course, if your product isn’t good, no one will want to buy it. But you have to also be transparent about what makes your product good.

Today’s consumers are increasingly concerned with the healthful qualities and sourcing of their food. Make sure you understand what your product is made of and where it came from, and be ready to communicate this information transparently with consumers.

2. Create memorable content that inspires consumers to share.

When it comes to food marketing on social media that people will remember and want to share with their own networks, it must strike them on a deeper level — pretty pictures or cool videos won’t cut it.

Consider the dairy company, Kerrygold USA: This brand speaks to wholesome ingredients and old-world nostalgia in its Instagram feed by showing the product beside some mouth-watering dishes. It also highlights the very cows that make the product possible, which anchors the brand’s fresh and grass-fed messaging.

3. Work with influencers to build brand trust and loyalty.

Foodies often look to influencers on social media for recipes or food tips. Getting such trusted voices to share their take on your product will help drive interest and awareness of your brand.

Avocados from Mexico is one brand that rocks its social media game by enlisting the help of its strong influencer connections. Various foodie bloggers and vloggers share Avocados from Mexico-sponsored content, thus inspiring other nonsponsored content from home cooks and aspiring foodie influencers. The brand sees around 9,000 social media engagements each week surrounding influencer campaigns.

People love food; that’ll never change. Food brands have a unique opportunity to capitalize on the passions and emotions of consumers with their products on social media, but only the most engaging social media campaigns will catch their attention. Following these tips can help your brand cut through the noise.