A recent study by Statista has highlighted that 89% of consumers prioritise recommendations from people they know and trust over traditional advertising channels. This shift underscores a fundamental change in consumer behaviour, where authenticity and personal connection are paramount in purchasing decisions.

The era of the influencer has evolved, with everyday people now playing a crucial role in brand influence. By creating communities of loyal customers, brands can leverage the power of peer-to-peer recommendations to foster deeper connections and build long-term loyalty.

A prime example of this trend is the collaboration between It Cosmetics X Hello Sunshine campaign. They partnered with City Girls Who Walk to sponsor a stroll through the Upper East Side and Central Park, promoting their new SPF product. This campaign exemplifies how genuine customer advocacy can surpass extensive brand promotion efforts, with customer advocates being 50% more likely to influence purchases.

Pauline Oudin, CEO at Gradient , emphasises the shift in consumer expectations: “Consumers today are not just looking for products; they seek genuine connections and experiences that resonate with their values and engage their community. The superpower of experiential marketing is that it can bring a brand story to life and invite consumers to be the main character. This immersive moment is a natural conduit to content creation and sharing, and often, brand product advocacy. For the audience, seeing a friend’s real content and genuine perspective can be more compelling than posts from influencers, who may have been paid.”

The rise of social media and digital platforms has empowered individuals from diverse backgrounds to amplify their voices and impact. By nurturing these micro-communities of advocates, brands can enhance their reach and solidify their reputation as trusted authorities within their industries.

The strategy of engaging everyday influencers does not diminish the value of traditional influencer marketing. Oudin explains, “We see the best results when the experiential content comes from multiple sources: the brand, the influencers, and the consumers. It becomes less about simply extrapolating content from an event and more about evolving a physical happening into an ecosystem of experience through technology.”

Recommendations have emerged as the most trusted advertising channel, surpassing other popular methods such as brand sponsorships, TV advertisements, and influencer placements. This trend signifies the growing importance of authenticity in consumer decisions.

In this new era, brands no longer need to rely solely on traditional influencers to sway public opinion. By fostering a sense of community and creating memorable experiences, they can build a network of loyal customers who act as ambassadors of trust and credibility.

The It Cosmetics X Hello Sunshine campaign is a testament to the power of everyday influencers. By engaging with genuine customer advocates and facilitating organic experiences, brands can achieve more substantial and lasting connections with their audience.

In conclusion, the rise of the everyday influencer highlights a shift towards more authentic and personal brand interactions. As consumers increasingly seek genuine connections and experiences, brands must adapt by nurturing their communities and empowering their most loyal customers. This approach not only enhances brand reach but also fosters a deeper sense of trust and credibility in the marketplace.

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Oreo Leads the Pack

Oreo has emerged as the most popular food brand on Instagram, boasting a staggering 9,776,758 hashtags—over six million more than any other brand on the list. With an impressive social following of 3.6 million on Instagram, Oreo benefits greatly from user-generated content. People frequently tag their delectable creations, ranging from Oreo milkshakes to Oreo cakes, making it the most Instagrammable snack brand.

The beloved cookies are clearly a favourite among Americans, with research indicating that 71.26 million Americans consumed Nabisco Oreo (Regular) in 2020. This makes it one of the most popular cookies in the US. Furthermore, YouGov data reveals that an astounding 98% of Americans have heard of the brand, and 76% hold a positive opinion of it, underscoring Oreo’s dominance across the states.

Kit Kat: A Crispy, Chocolatey Favourite

Kit Kat ranks as the second most popular food brand, with 3,783,190 Instagram hashtags. Known for its iconic combination of crispy wafers covered in smooth milk chocolate, Kit Kat is a global favourite. Users frequently tag Kit Kat in their posts, sharing creations like Kit Kat cakes, milkshakes, and ice cream treats.

Research shows that a staggering 1,192 million Kit Kat bars are sold annually in the United States alone. According to YouGov data, Kit Kat enjoys a popularity score of 79%, and 98% of respondents have heard of the brand, solidifying its status as one of the most beloved food brands in the US.

Snickers: The Nutty, Nougat Delight

Snickers, another iconic chocolate brand, takes the third spot with 1,756,558 Instagram hashtags. The brand benefits from a wealth of user-generated content, with people sharing creative recipes that include Snickers bars in cakes, cookies, and even healthier snacks like Snickers protein bites and overnight oats.

YouGov data indicates that 77% of people have a favourable opinion of the brand, helping to secure its place in the top three.

Doritos: The Chip Champion

Doritos claims the fourth spot with 1,066,146 hashtags on Instagram. The brand has earned the title of the most popular chips in the US, ranking higher than major competitors such as Pringles and Lay’s. Doritos continually releases new flavours, and consumers remain loyal, sharing their favourite flavours and new finds on Instagram, helping Doritos build its following of one million on the platform.

Hershey: The Classic American Chocolate

Hershey ranks fifth with 1,060,904 Instagram hashtags. The brand is a favourite within the US, with YouGov data showing that 98% of people recognise the brand and 77% hold a positive opinion of Hershey. Instagram users frequently share their favourite Hershey treats and homemade desserts, including cakes, cookies, and donuts.

Ben & Jerry’s: The Ice Cream Icon

Ben & Jerry’s secures the sixth spot with 1,020,212 Instagram hashtags. Renowned for its decadent ice cream flavours, Ben & Jerry’s is the most popular ice cream brand in the US, as evidenced by its 1.5 million Instagram followers. Data suggests that 97% of people have heard of the brand, making it one of the most famous dessert brands in the US.

Reese’s: Peanut Butter Perfection

Reese’s ranks seventh with 969,059 Instagram hashtags. Known for its combination of peanut butter and chocolate, Reese’s has solidified its position as one of the most beloved candy brands in the US. Fans frequently share their creations on Instagram, with recipes and videos for Reese’s cookies, cakes, and brownies.

Pringles: The Stackable Snack

Pringles claims the eighth spot with 904,509 Instagram hashtags. The brand, famous for its stackable potato chips, enjoys a dedicated fan base that loves to share their favourite flavours.

Lay’s: The Versatile Crisp

Lay’s ranks ninth with 795,842 Instagram tags. Users share a variety of content, from classic flavours to more adventurous options, making Lay’s another aesthetically pleasing and Instagrammable snack brand.

Cheetos: The Crunchy Conclusion

Finally, rounding out the top ten is Cheetos, with 784,364 Instagram hashtags. This popular snack choice has consumers staying loyal and sharing videos and pictures of their Cheetos snacks on Instagram.

Top 10 US Food and Snack Brands:  

Conclusion

Commenting on the findings, Atul Sabharwal, Founder and CEO of Snipp Interactive, says, “The popularity of American food and snack brands is impressive, with some brands accumulating millions of hashtags on Instagram. This reflects their exceptionally loyal customer base, providing brands with fantastic engagement and reach via social media.

“Oreo’s dominance is extremely impressive, with over 9.7 million hashtags, demonstrating its overwhelming popularity among consumers. It’s evident from the research that the US market favours tasty snack brands when sharing online, with candy and chip brands claiming the top ten positions.

“Utilising hashtags on Instagram significantly enhances brand visibility, helping brands reach their target audience more effectively. It’s clear that many big brands are making the most of social media, with Oreo, Kit Kat, Snickers, Ben & Jerry’s, and Hershey leading the way as the most Instagrammable food brands on Instagram.”

For more information, visit https://www.snipp.com/.

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