A comparative analysis of the social media performance of dominant food content creators during the Christmas campaign period employing quantitative methods
DOI:
https://doi.org/10.15170/MM.2024.58.KSZ.01.08Keywords:
social media, content strategy, content creators, food marketingAbstract
THE AIM OF THE PAPER
The aim of this research is to conduct a comparative analysis of the performance and content strategies of dominant food content creators. This study seeks to identify trends and practices that can enhance content creation and marketing efforts for gastronomy professionals on social media.
METHODOLOGY
The study presents a benchmark analysis of the content strategies utilized by Hungarian gastronomic content creators on Instagram during the Christmas campaign period. This research analyzes the web data of 10 dominant Hungarian gastronomic content creators' social media pages, focusing on three main research questions. The sample includes gastronomic pages and food bloggers. The food bloggers studied are typically individual content creators, while gastronomic pages are usually operated by business entities. In addition to descriptive statistical indicators, performance metrics used to measure social media success such as engagement rate are included for effectively comparing the data.
MOST IMPORTANT RESULTS
Based on the findings of the research, short video formats and carousel content have demonstrated greater effectiveness for gastronomic pages and food bloggers compared to traditional photo-based posts. While there is a significant correlation between posting frequency and follower growth among bloggers, the research did not identify a singular best-performing strategy. An integrated approach proved particularly successful in building community, whereas giveaways resulted in a notable increase in new followers. However, it is essential to note that these new followers predominantly had limited interest in the page's core content.
RECOMMENDATIONS
The findings suggest that gastronomic content creators should reassess their communication strategies that depend solely on photo-based content. Furthermore, it is advisable for creators to thoughtfully integrate personal branding into their social media approaches. It is also noteworthy that content published in early January generally falls short of expectations. As a result, during this time creators should prioritize producing more interactive content.
Acknowledgment: I would like to express my sincere gratitude to Dr. Mária Törőcsik and Dr. Ákos Nagy, whose professional support and guidance made this research and the presentation of the results possible.
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