After we compared the food online shops USA and food shops in Germany in our last food check, today we draw the comparison to startups in the food online trade! Why? In the analysis of the US and German supermarkets, which are active on Instagram to gain more reach, the relatively low interaction rate has been noticed. On average, American supermarket chains are barely achieving an inflation rate of 1%.
What does this interaction rate mean?
Everyone can have fans, eg. through a one-time but big promotion. As a result, many people became aware of us once, follow our channel but are then ghosts. No interaction, no likes, no comments. Our brand is consistently ignored. The interaction rate is very easy to calculate, in its simple model
Interaction = (likes + comments * 4) / number of followers
So if our channel has 100,000 fans, but only 875 of them interact with our medium, our below interaction rate is under one percent. If we had 5,100 interactions, we would be at 5%. For large companies can make a small smear here, by their already very high online presence, you reach many people. The calculation of the interaction quota is therefore so important for companies. Fans are relative, we explain this again and again in our work as a social media consultant. Many supposed influencers buy their likes or followers on the internet. Filtering out who has real increases and who is struggling with unfair means is the challenge. That’s why many companies consult a social media agency when it comes to booking bloggers. That shows the great value of the interaction.
That’s why even big companies should make an effort in their social media marketing, because it is not just about the fans that are achieved by the general brand awareness, it is about creating interaction in this community. Especially the community thought is important, why am I on Instagram? What added value am I looking for here? Do I want detailed information? Do I want many lyrics? Or do I just want to be entertained?
It’s precisely this regular and steady flow of information – photos and videos instead of long texts – that should be taken care of in Instagram Marketing . In particular, food start ups make this work. No matter if it’s about the muesli for the trouser pocket or a healthy smoothie. Young founders have a lot of ideas and some make their idea a true brand!
Food Start Ups in the US vs Germany
Of course, we first stretched our feelers towards the USA. With a reputed article as a basis, we set out to analyze the various Instagram accounts. We quickly noticed that many US food start-ups are having less trouble with their Instagram channel. It looks quite different in Germany, here we could not find a single bad candidate from our various copies. As part of our company’s social media marketing in the food industry, we wanted to share a few channels with you, including 3 US examples and 3 examples Germany present. Includes interaction rates and followers for a quick comparison.
Negative Example: America’s Start Ups Spend Little Time
- Melt Organic – Wow … speechless. Where is the Social Media Manager – 3.5 / 10
- Rooibee Red Tea: More standard does not work: Product, Influencer, ready – 5.1 / 10
To save the honor, we still have a positive example from the United States: Love Suja – The only bright spot, is still! – 6.5 / 10
Positive example: attention to detail from Germany
- Little Lunch Soups: Tasty Stews in Glass – 8.1 / 10
- Oatmeal: The Muesli for Your Pocket – 7.8 / 10
- True Fruits: Lives on the spirit of the “cult drink” – 6.1 / 10
Comparison: Start Up Instagram Marketing with High Invest – Guaranteed Success?
In my search for creativity in the food industry, of course, I did not come for a look at the USA. What about creative ideas in social media marketing? Here would have to find something! But … no indication. “The United States Of Food: The Most Well-Funded Food & Beverage Startups In Each State” ( article ) first promised me that it has to be good concepts, otherwise nobody would invest. Looking at the social media channels, I was amazed. Almost speechless. Little creative, total standard and no one manages over 5,000 followers. The worst examples (especially the area of fitness I save you directly). No best practice! Here’s just a quick look at Instagram Nogos. You can also see the relatively high number of follower numbers compared to the interaction – bought? Let’s take a quick look at the frame data of the channels.
Quick check for engagement
The quick check at the bottom of each retailer’s retail list gives you an idea of the interaction rate. Quickly skipped is the formula:
Engagement = Likes / Followers
Of course, the result can be influenced by social bots. Ultimately, however, at least a cross-sectoral indicator that allows quick conclusions. These interaction rates can be checked more precisely by long-term tracking of posts, comments and likes. The Total Rating then stands for the combination of interaction with the visual performance of the channel.
No love in Instagram management despite great product and state in supermarkets. Melt is the slightly different butter. Unfortunately, the channel is anything but exceptional.
- Rating: 3.5 / 10
- 1,496 subscribers
- 1,186 subscribed
- 200 posts
- 44 Likes on average
- Quick Check: 2.94% Engagement
- Melt Organic Instagram
Rooibee Red Tea: More standard does not work: Product, Influencer, ready
Standard, absolute standard. A bottle in close-up, some influencer looking at the ground … um 2.471 subscribers and only 16-30 likes. Again, there is again little love in the channel and more of a $ 9 Social Bot.
- Rating: 5.1 / 10
- 2,471 subscribers
- 1,056 subscribed
- 510 posts
- 36 likes on average
- Quick Check: 1.45% engagement
- Rooibee Red Tea Instagram
Love Suja: The only bright spot in the US: It’s okay!
So that we can at least have a good example from the article “The United States Of Food: The Most Well-Funded Food & Beverage Startups In Each State”, here’s the channel of Love Suja. Actually only a drink, but chic, modern and lively presented. Where the subscribers are not genuine under warranty.
- Rating: 6.5 / 10
- 2,361 posts
- 150,000 subscribers
- 2,529 subscribed
- 455 likes on average
- Quick Check: 0.30% engagement
- Love Suja Instagram
Food Startups in Germany: 3 Good Recommendations for Instagram
New concepts, new happiness. A look at the food startup industry.
Startups for Online Foods Comparison
We take a look at the new ideas around healthy eating, organic food, drinks and superfood.
Little Lunch Soups: Tasty Stews in Glass
From my own experience, I know how delicious the small glass are. With the TV-format “Cave of the Lions” Little Lunch became even better known. Also on Instagram, the company is exemplary with a mix of products, ideas and bloggers.
- Rating: 8.1 / 10
- 402 posts
- 17,900 subscribers
- 317 subscribed
- 520 likes on average
- 11 Comments (up to 200 on promotions, sweepstakes)
- Quick Check: 2.90% engagement
- Little Lunch Instagram
The Muesli The Flapjack for the trouser pocket
Another cereal bar? Oh yes, the Start Up Hafervoll shows how to create a sympathetic, genuine and lovable product. For the mass market and for athletes. You are also very active on the Instagram channel.
- Rating: 7.8 / 10
- 465 posts
- 20,100 subscribers
- 3,771 subscribed
- 1,220 likes on average
- 47 Comments
- Quick Check: 6.06% engagement
- Hafervoll Instagram
True Fruits: Lives on the spirit of the “cult drink”
The Instagram channel is less successful than many others, but True Fruits is so well placed that many love the brand. They focus on transparent content and innovative bottle design. Just a little more than just a smoothie.
- Rating: 6.1 / 10
- 719 posts
- 107,000 subscribers
- 9 subscribed
- 2630 likes on average
- 39 Comments
- Quick Check: 2.45% engagement
- True Fruits Instagram
Conclusion of the startups, the big food companies can learn
Especially in the love and devotion to Instagram marketing, every single text, photo or video, lies the power of the young start ups. With an interaction rate of 10%, you typically get ten times more people to interact with their content in the form of likes or comments. As a result, you not only have more people actively committed to branding but also achieve a greater viral effect. With each Like also friends get to see the respective post and can choose to like it or ignore it. If you also decide to make a positive statement, the viral effect becomes even bigger. That’s why it’s so important for companies to pay so much attention to the interaction rate in their Instagram marketing and to the fact that users really interact with the medium and not just leave it alone. Therein lies the power of the startup.