2024 - Your Commission at Work

KEY LEARNINGS- France Since starting the French channels, we have been very pleased to see an increase in all our KPIs in the last fiscal year. Paid activity has helped us significantly increase our impressions by over 25% and engagements by over 15% compared to the year before. It has also, combined with reactive and proactive community management, helped us to increase our following across Facebook and Instagram by over 25% . Part of our strategy has included commenting on creators' sweetpotato content and sharing it on our Instagram story to encourage reshares, ultimately gaining reach for the channel from the creators' audience. We have also commented on content that uses the more traditional potato in recipes to highlight the versatility of the NC sweetpotato and encourage people to try swapping the vegetables. Following the success this year, we will continue to maintain consistent community management, sharing regular Instagram Stories, capitalizing on video content, and carrying out paid ads to support this organic activity.

Video Content is King Since the introduction of the short-form video platform TikTok, meta-social channels have offered this content style to compete for social media users' attention, and its success has caused Instagram and Facebook to favor Reels compared to other content. With the French channels, we can see a significant shift in the audience's preference for video content. Since video popularity is not slowing down, we will continue to include this content in our strategy and jump on trends to boost our engagements and reach. Videos will also include recipes and sweetpotato hacks.

Supporting Engagements with Paid Activity Since implementing a paid social strategy, we have seen a significant increase in impressions, engagements, and followers, which are key for growing these social channels and reaching more users in France. To increase awareness of North Carolina sweetpotatoes and encourage our audience to engage with our content, adopting a strategy with trend-led content and paid social is vital.

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