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How digital dessert trends can help you reach new customers
Sharing favourite dishes on social media isn’t a new trend. From the early days of Instagram, dessert trends from cronuts to croquembouches have had their moment in the feed.
While dessert-related posts and searches remain popular in 2023, what is trending on social media has changed; with perfect food photography making way for messier, more realistic content. Out with professional lighting and precisely positioned creations, and in with photo dumps of unedited, flavourful sweet treats.
Using social media platforms to find information and share experiences has also shifted, particularly amongst younger generations. According to data from Google, nearly 40 per cent of Gen Z now are turning to TikTok or Instagram for online searches like where to have lunch, citing more “visually rich forms” of search and discovery. In addition, an increase in younger foodies using TikTok and Instagram to share their latest local finds with friends has seen some momentous success stories for eateries, bakeries, and market stalls.
Discover how to join in on the deliciousness and keep up online with our simple tips.
How your desserts can win the ‘blue tick’ of approval
Don’t become a victim to ‘FOODMO’ (Fear Of Missing Out On Trendy Foods Online)! Here’s how you can leverage desserts that pass the TikTok test to attract a younger customer base to your venue.
1. Keep it real
Younger social media users are shifting away from polished pictures and crisp, clean grids in favour of ‘unfiltered’ and laid-back food photography.
Desserts, in particular, naturally lend themselves to a messier aesthetic (think: digging into a chocolate cake with a white shirt), so make the most of this and have fun! Whether it's a crumble, drizzle or swirl - don't be afraid to push the envelope with different kinds of textures that stand out on the plate.
When it comes to the photo itself, beauty isn't everything. It's an opportunity to showcase your range with attention-grabbing images that anyone would want to taste.
2. Lights, camera, action
With the rise in popularity of platforms, such as TikTok and Instagram Reels, videos are being consumed more than ever before and becoming an important factor for social media marketing for their versatility, shareability, and high levels of engagement.
Video content can build brand awareness and highlight your venue’s personality when shared in short and consistent bursts. Start by imagining what style of video your ideal customers would love to watch. Whether it's crafting an artistic cake decoration, family friendly recipe hacks or an occasion specific table setting, relatable videos can help you turn viewers into visitors.
3. Get creative with viral dessert trends
Cloud bread. Whipped coffee. Pancake cereal. Pasta chips and nostalgic desserts. There have been many viral food moments over the past couple of years that have taken over TikTok and Instagram feeds globally.
Because a unique dessert combination is often a very visually indulgent, it's a perfect way to appeal to younger consumers. To create a stir online, try experimenting with unconventional ingredients like rosemary, ginger, cayenne or black pepper.
By starting with a trend like fun food shapes or excessive cake toppings, you can add your own twist and take your social media game to the next level.
Discover our dessert ideas
Stocking versatile products that can be easily customised could help you create your very own sweet social media sensation and bring new customers to eat at your venue.
If you’re looking for some inspiration, try the Nestlé Milkybar Dessert Mix and Nestlé Aero Dessert Mixes. Both Nestlé Milkybar Dessert Mix and Nestlé Aero Dessert Mixes are gluten free with no added colours or flavours. They also come in ready-to-store 1.9kg tubs, so you’ll always have a dessert solution ready to wow your customers.
Plus, Nestlé Dessert mixes make it easy to add extra options to your dessert menus. From decadent chocolate sundaes to delicious milkshakes, ice cream, cakes, brownies, cookies and mousses, these versatile dessert mixes provide a simple way to try a new recipe and gain a slice of social media attention.
Remember, trends can vary and evolve quickly, so it's always a good idea to explore current social media platforms to stay up to date with the latest dessert trends. Perhaps you’ll even come up with the next best thing since, well… sliced bread.
To learn more, visit our Foodservice Desserts page.