Louise TaylorShoppable recipe tech firm Northfork has revealed a sneak peek at some of its metrics. The innovative firm has released data demonstrating the impact of posting shoppable recipes on social media. The results are eye-opening.
“Social media platforms are the ideal place for companies to talk about shoppable recipes,” explains Northfork Co-founder Erik Wallin. “Where better to catch someone’s eye with a picture of a delicious dish? And where better for users to find meal inspiration whenever and wherever suits them?”
Research shows that 71% of adults use Facebook for recipe inspiration. That’s an enormous market for online grocers and food-related content providers to tap into. Particularly when we consider that 58% of the total global population now uses social media. That’s an audience of 4.6 billion people out there scrolling – all of whom need to decide what to have for dinner every day.
But the appeal isn’t just potential exposure, as Northfork’s new data reveals.
Northfork’s metrics compare pre-recipe shopping and post-recipe shopping figures from one of the company’s partners. After posting about shoppable recipes on social media, the company saw a 13% reduction in its bounce rate from social traffic. It also saw page views per session increase by 19% and session time increase by 57%.
Looking purely at the traffic coming from social media sites, the findings are even more impressive. Page views per session from social traffic increased by 67%. Session time, meanwhile, increased by a staggering 288%.
“These figures show the major impact that a shoppable recipes social media campaign can deliver,” comments Northfork’s Erik Wallin. “Finding inspiration for meals shouldn’t be a chore. With social media, it doesn’t have to be. The visual nature of the medium can inspire, and just a few taps later the consumer can have everything they need in their basket, ready to check out.”
Louise Taylor
Erik Wallin
