Social media has evolved well beyond a tool for brands to collect followers and likes. Today, social media is a hub people of all ages leverage for information, entertainment, community, and even inspiration on what to cook for dinner. With all the ways social media intersects with and influences our lives, adopting a social-first strategy is a way for brands to build connections within a consumer’s daily life, leading to stronger brand affinity and vibrant digital communities.  

What does it mean to be social-first as a dairy brand? 

A social-first strategy is about more than just maintaining a presence on social media platforms. It involves creating interactions and experiences that resonate with audiences. For dairy processors, that could mean leveraging Subject Matter Experts (SMEs) to share performance benefits, like protein, that are top-of-mind for consumers, or creating relatable, funny memes about being grateful for lactose-free milk.  

Best practices for dairy brands 

  1. Build Communities: At the heart of the social-first approach is the creation of communities. Dairy processors can engage with specific audiences, such as health-conscious consumers or culinary enthusiasts, by sharing content that highlights the nutritional benefits and culinary versatility of dairy products. 
  1. Prioritize Platforms: Focus on the platforms where your audience is most active to maximize engagement. For dairy processors, this might mean targeting platforms like Instagram for visual storytelling or TikTok for entertainment and reaching younger demographics. 
  1. Leverage Content Creators and Influencers: Content creators and influencers play a pivotal role in the social-first strategy. While influencers often have larger followings and polished content, content creators bring authenticity and niche appeal. By collaborating with creators, dairy brands can infuse their channels with personality and stay relevant to current trends. Leveraging content by social media creators, (often called user-generated content or UGC) is also a great option when the potential for in-house content production is limited. 
  1. Social Listening: Use social listening tools, which track and collect data from social platforms like brand mentions or keywords of interest, to gain insights and contribute meaningfully to community conversations. This can help dairy processors understand consumer preferences and trends, allowing them to tailor their content and marketing strategies accordingly. 
  1. Paid Amplification: While organic reach is valuable, it can be limited. Paid social strategies, including boosted posts and dark posts, expand reach and capture new audiences. These tactics help dairy brands achieve higher impressions, views, and engagement, ensuring that their messages reach the right people. 

 

How MilkPEP applies a social-first approach 

By engaging with focused audiences, such as women runners and gamers, MilkPEP has been able to generate authentic and relatable content for these groups. By finding where these groups spend their time (for runners, that’s platforms like Instagram and Strava, and for gamers, that’s Discord, TikTok, and Twitch), MilkPEP has created engaged audiences that participate with our brands on and offline – from signing up for The Milk Cup to traveling to Savannah to run Every Woman’s Marathon.  

For dairy brands, the social-first approach offers a powerful way to connect with consumers and build brand loyalty.

By focusing on community, leveraging the right platforms, and engaging with content creators, dairy brands can create a dynamic digital presence that resonates deeply with their audience. As the digital landscape continues to evolve, embracing these strategies will be key to thriving in the beverage landscape.  

Ready to get started? Visit MilkPEP.org for our Social Media Best Practices and Social Platforms and Audiences cheat sheets. Or, check out MilkPEP’s full webinar on social-first success here.