USA Rice Kicks-off Instagram Campaign for Celiac Awareness Month

 
May 10, 2017
Finding inspiration online
Instagram
ARLINGTON, VA -- With the explosion of visual storytelling on social media, Instagram is taking the lead as a favorite photo- and video-sharing social network among U.S. consumers.  During May, Celiac Awareness Month, USA Rice is teaming up with 14 Instagram influencers to raise awareness of U.S.-grown rice as the go-to grain for gluten-free diets.

“We are partnering with food, gluten-free, and parent/lifestyle influencers, all with a large and engaged following on Instagram to broaden the audience exposed to our messages,” said Katie Maher, USA Rice director for domestic promotions.  

Each influencer will create two unique Instagram posts highlighting rice recipes accompanied by one recipe image and one recipe video.  The content will also be amplified through each influencer’s additional social channels including Facebook, Twitter, and Pinterest.

“Instagram is known for its high engagement rate – 75 percent of Instagram users take an action, such as visiting a website or social page, after seeing a sponsored post,” said Maher.  “Moms, a very large and influential demographic, are consuming much of their content across Instagram and Facebook.”

The campaign kicked off last week with two recipe postings and one quick recipe video which all included U.S.-grown rice messaging.  Collectively, the two recipe posts generated more than 3,600 likes and 85 comments, and the short video received more than 6,400 views.

“Stay tuned and follow #ThinkRice on Instagram to stay up to date on the most recent posts from our influencer partners this month,” said Maher.  “And if you have a social media account, be sure to share and repost the recipes and videos to help spread the U.S. rice messages!”


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