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How to embrace new trends with Deliveroo

Join ContentCal and Deliveroo for a virtual event on how to hop on new trends and platforms to make your content stand out.

Sophie Thompson
11th February 2022

75% of people think they're not living up to their creative potential - and that figure for brands is even higher. With constantly changing algorithms, new trends to react to and bigger platforms emerging every week, knowing where to shift your focus can be difficult. More so, feeling confident to experiment with new content is something few brands are utilizing.

That's why we brought in Beth Thomas, Social Media and Influencer Manager of Deliveroo, for a virtual event to arm you with the tips that helped them become the number one brand in their space.

Watch the replay below or keep scrolling for the full summary blog.

"I always think 'Would I watch that?' Would I send that to my friends? Social is supposed to be social. So don’t make non-social content."

Is this the end of the influencer era?

The best influencers are shifting towards becoming content creators.

The example Beth used was Made in Chelsea star, Sam Thompson, who was once part of the traditional teeth-whitening-era influencer we knew previously. Now, he's amassed over 7.7 million likes on TikTok, and seamlessly blends ad content as entertaining, trend-led videos that seem so organic on the surface. He's known for his prank videos, and keeps this as a theme with his branded content too.

In fact, a Deliveroo ad was his 2nd most viewed piece of branded content from his channel last year with a 5.2% engagement rate! Beth suggests that even if influencers aren't confident creating this type of content themselves, they're now acknowledging that this is the future, and are even hiring teams of creatives to help them with it.

Be reactive! It's been said time and time again, but doesn't that just prove its' credibility? Some of the best, low-budget content is reacting to what's going on in the world. That even goes for paid campaigns too. Deliveroo were the sponsor of the England football team at the Euros tournament, whilst their main competitor was sponsoring the whole tournament. The competition was fierce, but by creating relatable, sharable content over plugging their brand message, they came out on top.

They created and shared 102 pieces of content throughout the campaign, receiving over 11,000 interactions and 13,000 mentions. Their competitor received just 8.2k.

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Some of Beth's favorite brands to follow for reactive content:

  • Monzo
  • Nando's
  • Aldi
  • Co-op
  • Duolingo
  • Ryanair

TikTok

If you're not on TikTok already, get on TikTok! Despite its popularity, it's still in its early phases and set to grow. TikTok has over 689 million active users. That’s bigger than Snapchat, Twitter, and Pinterest, who have all been around far longer and it's one of the fastest-growing social media platforms.

Creating compelling TikTok-friendly micro-content that aligns with your brand’s tone of voice, doesn't sell too hard, but still makes it clear that you have something to sell, is challenging! But with multiple products selling out as a result of viral promotional or user-generated content videos (from reusable straws to yoga leggings), when done right, TikTok provides an incredible avenue for brand awareness and elevation.

Beth's top tips for making the most of TikTok:

  • Utilize the business tools - see what's been trending that day/week/month from both business and creator accounts and see how you can capitalize on their success
  • Make videos replying to comments and build a community
  • Act like a content creator, not a brand. Your videos should blend seamlessly into someone's For You page

Controversy

Social media is all about being social...so make conversation! Controversial talking points such as beans and Weetabix completely blew up last year and went even further than just being a social post, they also made for great PR.

Another great example is one of Deliveroo's posts after they saw the success of this type of controversy and made it their own. They asked their audience "What's missing from this Christmas dinner?" (spoiler alert, a lot), and as a result, it became their biggest tweet of 2021 receiving 17 million impressions and 203,000 engagements.

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Join in brand conversations

If you scroll down Tiktok’s “For You” page right now, you’d find that the comments section for top-performing videos is often dominated by brands, and that's because audiences aren't used to seeing human sides to brands!

Even something as left-field as Taylor Swift's video announcing the release of her new album generated traction. In just under a month, the video generated over 20 million plays and the first 12 top comments all come from brands, generating between 100k and 200k likes. That's huge exposure.

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Twitter Spaces (and other live content!)

In November 2021, Sing Your Dialect came from nowhere and went viral on the newly-launched Twitter Spaces, when someone with just 100 followers went live and encouraged people to come on and sing their favorite karaoke song. Soon, there were thousands of people listening in and even celebrities coming on to sing.

Deliveroo saw this as an opportunity to gain more exposure, and sent one of their team on to sing a song, and offer £1,000 of credit to the first person who could guess what the song was. Deliveroo was mentioned over 2k times on Twitter in the hour that they appeared on the stream, there were almost 70K people listening to them sing, and they gained hundreds of followers off the back of their appearance.

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This is further proof that live content is still well and truly thriving, and Deliveroo can now officially join the likes of LADBible's iconic ice cream melting competition in the live stream hall of fame - the content people will always remember.

Beth's favorite brands to follow for live content:

  • LADBible
  • Asda
  • M&S

Beth's key takeaways (no pun intended)

  • If you’re not on TikTok, start today. You’ll wish you started when you first thought about it.
  • Are you working with influencers? Leave their brief open, let them come back to you with what will work on their channels with their audiences
  • Move away from strong marketing messaging and try to be more relatable

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