In an era dominated by digital marketing, lead generation funnels, LinkedIn campaigns, and...
Ingredient branding has become an essential tool for companies in the food and supplement industry. Today, consumers actively seek out high-quality ingredients, impacting not only their own purchases but also the decisions of manufacturers and retailers.
Social media platforms such as Instagram and TikTok have even transformed how brands engage with these informed audiences by offering new ways to showcase ingredient value. What was once seen as a space solely for entertainment and dance trends is now a platform where food and ingredient manufacturers can tell compelling stories, build trust and drive demand.
Value of transparency
One of the key reasons socials are so relevant for ingredient branding is the growing trend of self-education in nutrition. Consumers not only want to know what is in their food, but also understand why specific ingredients make a difference. Studies show that 85% of consumers worldwide consider ingredient transparency a key factor in their purchasing decisions. This means that brands capable of properly positioning their ingredient can directly influence buying behaviour, and Instagram and TikTok might be the most direct and effective channels to communicate their message.
Building trust through transparency is crucial in the food industry, especially given the declining confidence in food brands. In Europe, only 46% of consumers trust food brands, and scepticism is similarly high in the U.S. Ingredient brands have a unique opportunity to counteract this trend by using short, engaging, behind-the-scenes videos to show where their ingredients come from, their beneficial effects and the science behind them. Authenticity and transparency are key factors in building consumer confidence.
Surprisingly diverse audience
A common misconception is that TikTok is only relevant for Gen Z but this is simply not true. As of mid-2024, 31% of TikTok users were over the age of 35. This demographic includes health-conscious, active consumers with purchasing power. Moreover, TikTok’s algorithm works differently from traditional social media platforms as it is content driven. This means brands don’t need a massive number of followers to gain traction - they simply need engaging, relevant content.
Shaping brands through collaborations
When it comes to content strategies, certain formats perform particularly well. Short explainer videos lasting between 15 and 30 seconds are an effective way to highlight an ingredient’s benefits. Ingredient spotlights showcase how a specific ingredient enhances a product, while testimonials from real users add credibility. Collaborating with influencers and industry multipliers in the health and nutrition space is another powerful approach. A respected nutritionist or fitness expert incorporating a particular ingredient into their daily routine will highly resonate with target audiences.
Turn your ingredient into a must-have
Traditionally, ingredient brands sell to food manufacturers, who then produce final products for consumers. However, ingredient branding introduces an additional layer by enabling direct communication with end customers. When they recognize and actively seek out a specific branded ingredient, food manufacturers face increased pressure to include that ingredient in their formulations. Social media plays a crucial role in creating this pull effect, making it easier for ingredient brands to educate and influence consumer purchasing decisions.
For manufacturers considering Instagram or TikTok but unsure where to start, a clear strategy is essential. Defining the target audience and key messages is the first step. Content should be engaging, educational and visually appealing. Transparency is critical – showing consumers why an ingredient matters, how it is sourced and what benefits it delivers will make a significant difference. If resources are limited, partnering with an agency can accelerate success, ensuring creative and effective execution.
