Behind the Screens — Folio: Looks at Social Media Successes
How Bon Appetit used a pretty pie to increase audience engagement on Instagram.
Magazine: Bon Appetit // Instagram: @bonappetitmag // Social Media Manager: Rachel Karten // Photographer: Stephen Pelletteri
Likes: 18,774 // Comments: 321 // Followers: 1.7 million
Caption: It seems like you guys are really digging our cranberry-lime pie. Reader @stephenbarry is one of the many who whipped one up this week. Grab the recipe at the link in our profile and keep 'em coming! #bareaders
The magazine uses these posts to populate its feed, while giving credit to the original poster, and encouraging followers to keep the content coming.
It was under these circumstances that Bon Appetit posted reader Stephen Pelletteri's version of the cranberry-lime pie: a delightfully imperfect display of graham cracker crust and sugared cranberries.
But Pelletteri wasn’t the only one to try the recipe. The Bon Appetit staff returned from Thanksgiving vacation to see their Instagram feed flooded with the pink hue of the holiday dessert, social media manager Rachel Karten tells Folio:. So the team decided to seize the excitement and regram one of their favorite examples.
The result was a post with an unremarkable number of likes, but an unusually-high level of follower engagement.
“Typically in the comments we see people tagging their friends,” Karten says. “But with this post, it was special. It was people saying ‘I made this too’ and interacting with each other.”
This engagement is key, Karten says, when describing the team’s preference for regramming content from fans of the magazine, as well as images from Bon Appetit staffs’ personal pages.
“It’s really about knowing your community, appreciating them, and showing them love,” Karten tells Folio:. “They’re listening.”