OTTAWA, CANADA -- With Canadians spending more time at home and online, social media’s perpetual evolution continues to play an important role in shaping the relationships consumers have with food. According to a recent survey conducted for USA Rice, Pinterest is the second-leading source of inspiration amongst Canadian consumers when they are searching for new recipes. As a result, USA Rice has put a greater emphasis on Pinterest content, showcasing endless usage ideas for rice, and so far, things are heating up in the kitchen!
Since March 2021, USA Rice Pinterest boards have garnered more than 739,000 impressions and 11,900 engagements, and in July the platform received more than 53,000 impressions from top performing posts including
Slate Grilled Chicken and Lemon Olive Rice recipe and
Piri Piri Rice Croutons.
To further enhance user experience, USA Rice also encourages influencers to create content on the platform that can be reshared on the USA Rice channel. To date, Pinterest content shared by influencers has received 137,500 impressions on USA Rice Canada platforms.
USA Rice also created custom Pinterest treatments based on common rice-related search terms using videos and
animations on how-to-cook rice.
“By diversifying our social media efforts, we are attracting the ‘pinners’ of the world and maximizing cross-channel visibility,” said Asiha Grigsby, USA Rice director of international promotion for the western hemisphere. “Along with its large and diverse selection of recipes, Pinterest’s user-friendly interface fulfills real business objectives by driving traffic to the USA Rice Canada recipe hub and introducing users to recipes and cuisines they may not discover on other platforms.”