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With 300 million monthly users and a burgeoning community of foodie photogs, Instagram has become hashtag heaven for fast-food restaurants and snack brands.
A review of more than 8 million food posts over the past 18 months by Kirshenbaum Bond Senecal + Partners' social media shop Attention showed there's a real art to drawing a crowd. Taking basic beauty shots of meals just won't cut it for consumers. It's all about showing some personality.
"The bar is higher on Instagram—a lot of these quick-service restaurants want to lean into the behavior of the community on Instagram versus creating product-first content," explained Tom Buontempo, Attention's president.
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