This week, Instacart hit the content jackpot with a new annual report. Adobe makes subscribers ugly. And a small chocolate shop arranges a newsletter offering a sweet treat.
Instacart delivers food trends data – and explores what the numbers 2021
Are viral food trends leaping from social media platforms into viewers' kitchens?
According to Instacart's 2021 Year at the Grocery , they do. Forty-four percent of U.S. adults who responded to an Instacart survey (conducted by The Harris Poll) said they've tried cooking a food trend on social media this year. And more than one in three (36%) say social media has changed the way they approach cooking at home.
But Instacart doesn't just listen to them. The grocery delivery service went into first-party data to see if people bought the ingredients used in trending food content on social media. Answer? It's correct. When grilled feta pasta became a hit on TikTok in February, orders for the recipe's key ingredients skyrocketed 107%. Orders for salmon rice bowl ingredients increased to 97% in October, while orders for components in natural cereals spiked 94% in March.
The Instacart Report also lists hot (and not) grocery items across the country. Gemelli pasta, cereal bars, sandwiches and ready-to-eat sandwiches, frozen French toast and energy drinks are on the rise. Waxed cheese, yeast, hand sanitizer, all-purpose flour and disinfectant wipes are on the decline. An interactive tool that allows readers to discover hot items in cities and delivery zones around the country – and download social-friendly tags to share those stats ( # 2021 Delivered).
Another part of the report looks at a return to something close to "normal" by studying the trends of prepackaged snacks (to eat on the go) throughout the pandemic. The Pudding Pack Index charts aggregate sales across 10 snack categories – puddings, fruit bars, fruit snack cups, gelatin snacks, granola bars, gummy fruit snacks, fruit pre-cut plants, snack bars, various snack packs and yogurt bags.
WHY IT'S HOT: Instacart's 2021 Year in Groceries shines through the galaxy of dull or predictable year-end reports and articles, showcasing how to tell great stories using first-party customer data . And it highlights how to combine original research (the survey was conducted with Harris) with customer data to tell deeper stories.
Hot snap: @Instacart 2021 Year in Groceries shines in the dreary and predictable #ContentMarketing #ContentMarketing galaxy. (via @CMIcontent) Click to Tweet
Adobe presents its newsletter with creative giveaways
Adobe Creative wants to help its customers become uglier this year. So it sent subscribers a newsletter (subject line: Free Winter Break Creative Kits) offering “Ugly Christmas Sweaters in a few clicks with a free Photoshop action.” fee."
This action allows Photoshop customers Turn any image into a digital sweater in a few clicks (including choosing from a wide range of knitting sizes and hitting play). This feature comes from Pixelbudda, a design studio from Volgograd, Russia.
If an ugly sweater isn't someone's cup of tea, Photoshop offers, too cozy winter card templates can be sent digitally or printed and mailed.
The Adobe Creative newsletter also includes non-holiday options, including how to make a risograph print in Photoshop.
WHY IT stands out: Adobe Creative creates smart content. Its newsletter offers specific insights on how to create using the brand's tools. And audiences always love free stuff, so sample and pictures make great gifts. Bonus points for attention to detail – note the pun in CTA button for active sweater: I tried on wool.
Hot leverage: Audiences love freebies – templates, tools, and images make great #content and #email giveaways for subscribers. See example from @AdobeCreate newsletter (via @CMIContent) Click to Tweet
Sweet design creates emails that count down to the letter
Sweet Designs, a chocolate shop near Cleveland, Ohio, delivers Truffles to your fan's inbox every month. While it doesn't contain any chocolate, the newsletter does contain compelling content.
The section Behind the Counter in each issue comes from a Q&A session with an employee. In December, customer service agent Sam Sweeney told of her near-lifetime love of chocolate, her travels around the world, and her job at the store. (Newsletter links to Longer version of the interview on the company's website.)
And this month's Bet You Didn't Know feature revealed that Leonardo da Vinci was vegetarian for humanitarian reasons - and shared an image of the Mona Lisa holding a pack of vegan chocolates.
Truffles subscribers have a chance to win prizes by taking a quiz. This month, a multiple-choice question asked readers to guess the wine most purchased at the company's Lakewood retail location. The prize includes a $25 Sweet Designs Gift Card, Katie Couric Going There memoir, and a Sweet Designs beanie.
And it always ends with a funny cartoon in a section called Last Laugh.
WHY IT'S HOT: The Truffles email newsletter from Sweet Designs shows how this small business understands that news Don't focus on all promotions and sales. Instead, this chocolate shop newsletters with their customers on multiple levels – sharing insights into employees' interests and backgrounds, related quizzes, and even a laugh. cheery.
Featured: Truffles, a monthly #email newsletter from Cleveland-based Sweet Designs for small business, shows how to use #content beyond promotion to connect with hearts (via @CMIcontent) Click to Tweet
Cover photo of Joseph Kalinowski / Content Marketing Institute
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