The main objective of the Chobani Instagram account is inspiration outside the cup. We want to publish beautiful, aspirational, yet relatable content. We want people to be creative cooks and adventurous eaters, whether they are professional chefs or just culinarily curious. We want beautiful food photography that looks delicious.
We use Instagram for culinary content, simple shareable recipes, sharing UGC, and overall beautiful food content.
Instagram is a highly curated platform, which is something we strive to match in publishing our content. We want to "act like a friend in your feed."
Our goal is not to come across as a brand that's just marketing products in your face, thus on this channel, we largely strive for unbranded content. We want people to say "wow, that looks amazing, but I could do that too," thus maintaining the balance between aspirational and relatable. That goes for how we treat our product, how we write copy, and even the times we publish. We carefully select and source user generated content to share on our own feed. But our goal is larger than just sharing beautiful images, we also want to provide value through functional recipe content as well.
In addition, we use Instagram to surprise and delight our fans, whether it be giving away cases of yogurt, or fun swag like Limited Batch Watermelon beach towels.
We publish 1 piece of content every day, compared to our competitors who publish at most 3 times a week. We have 113,000 followers, blowing our competition out of the water, with consistently strong engagement, growing year over year.
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