What Your Audience Needs to Hear from You Right Now


These past few weeks have been a whirlwind. People are rearranging their lives to stay safe and stay in, and so many of them are using their kitchens and stocking their pantries like never before. Food is flying off the shelves everywhere. And conversations on social media are shifting, as people seek ideas and solutions to feeding themselves and their families well at home.

In this stressful and confusing time, food offers a silver lining. It can be both a comfort and a path to wellbeing and togetherness. As the world pauses, people are finding more time to cook for the sake of cooking, returning to those comforting dishes their families want to eat again and again. Many are rediscovering the joys of baking at home, especially bread! And others are using this time to rethink less-than-ideal diets necessitated by busy schedules, and form healthier habits.

All of these conversations are happening on social media right now. With so much going on, you may be wondering where there’s room for you in this conversation. But now, more than ever, your audience needs the advice and expertise you have to offer them. 

5 Steps to Content that Resonates

Here’s what you need to know about creating content that solves problems for your audience and helps them feel a little better during this tough time. 

  1. Know your audience
    Whether you’re an influencer trying to provide great content or a brand that wants to show its consumers the value of your product, it’s important to learn more about your audience than key demographics. Understanding who they are and how they’re cooking right now will help you create and share content they care about. 
  2. Identify their pain points
    Zero in on what you know is difficult for your audience in this particular moment. For instance, moms who now have their young kids at home 24/7 may find themselves short on easy lunch ideas or unable to keep up with the dishes that accumulate when the whole family eats all three meals at home everyday. 
  3. Provide inspiration and guidance
    As they navigate this unique time in home cooking, your audience needs the ideas and advice you can provide to them. Take the example of the mom with young kids at home 24/7. There’s an opportunity to make her day-to-day a whole lot easier by offering quick, easy meal ideas that keep the whole family happy and the dishes to a minimum.
  4. Lead with empathy
    We’re all in this together. This is a chance to connect with your audience by addressing what they may be going through. Are they overwhelmed? Stressed? Trying their best to stay positive? Showing them that you understand and value their experience will help you stand out and earn their loyalty. 
  5. Don’t be afraid to speak up!
    Amidst all the uncertainty in the world right now, it can be difficult to know what to say to your audience. But you have an important role in the conversation about what and how to cook. You can help make their lives easier and show them how to find joy and comfort in their own kitchens. As we see it, cooking is the cure, and all of us cooks have the chance to spread that good word.

Case in Point

Here’s a couple of recent partnerships that are hitting all the right notes, addressing the challenges consumers face right now while helping them to feed themselves and their families well.

GreenLife x Gathered Nutrition

Mia helps her audience save time and dishes with an easy one-pan meal that works for breakfast and dinner alike, presenting GreenLife pans as an affordable, non-toxic solution to getting a quick meal on the table.

Rosina Food Products x Plays Well with Butter

Jess makes it easy for her followers to whip up a delicious, comforting snack without running to the grocery store while showing them why Rosina’s frozen meatballs are a high quality, versatile kitchen staple.

In these trying times, we’re here to help you create timely, compelling strategies that keep up with the ever-changing conversation on social media. Let’s talk about your brand’s next move. Email us, and we’ll be back to you asap! [email protected]

**photo credit Brewing Happiness.

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