ATLANTA — The National Peanut Board hosted the 2020 Marketing Summit virtually on Nov. 17. Attendees included peanut state representatives who were eager to learn the latest shifts in consumer trends and marketing as it pertains to peanut consumption. Here are some of takeaways from our discussion:
The pandemic has changed social media usage. Content is more important than ever.
The pandemic has changed social media usage. Content is more important than ever. With consumers being home now more than ever, social media usage is up. That means more online conversations, more engagement, and more creation of new content. During lockdown, Americans spent 90% percent more time using apps to create and edit visuals than they did before the pandemic. TikTok exploded with over 12 million unique U.S.-based visitors in March alone. To rise above the noise, content needs to be more authentic and relevant to consumers than ever – especially when trying to connect with Gen-Z.
NPB plans to reintroduce peanut butter, a conventional staple to some, to this up-and-coming generation by educating them about where this plant protein nut got its start by creating digital moments online. This generation cares about where their food comes from. Our digital campaign will motivate people to learn more about how their food is grown with new compelling content.
Restructuring programs to be more flexible is key to surviving the ever-changing world climate. This means that events and influencer activations will need to look a bit different in the coming year.
In-person meetings with influential members of our industry will be forever changed as a result of 2020. While we wait for the world to shake out what trade shows and industry events will look like as the world opens back up – it’s important to consider how you can reach these audiences online. For example, NPB’s work with healthcare professionals presents a great opportunity to recognize and take advantage of how new technology is affecting this industry. Parents are open to hearing about early introduction from a variety of sources – including through telemedicine. Our parent influencer activations will now also include a series of video content –which will detail their personal peanut introduction journey with their baby through Instagram rather than chatting about their experience in-person at events. To learn the latest on our programs, news and events, please visit www.nationalpeanutboard.org.
–National Peanut Board
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