2025 - Your Commission at Work

YOUR PROMOTIONS COMMITTEE AT WORK

UK Social Media Highlights 2024/25 The Commission’s social media presence in the UK saw strong growth across Facebook, Instagram, and TikTok, driven by reactive, recipe focused content and engaging videos. Facebook delivered 6,730 organic impressions (+132%) and 447,413 paid impressions (+24%), with engagements more than doubling year-on year. Halloween-themed recipes and video content performed particularly well, boosting community interaction and driving 837 sessions to the NC UK website. Instagram reached nearly 99,000 organic impressions (+87%) and 283,000 paid impressions, with followers growing 384.6%. Video content, especially sweetpotato hacks, proved most engaging, while saveable and shareable posts amplified reach. Story views spiked 240%, confirming the impact of creative, seasonal content. TikTok surged with 119,000 impressions (+445%) and 3,531 engagements (+453%), fueled by trending formats, pop culture memes, and viral recipe hacks. Sweetpotato air fryer content and other creative videos drove the highest engagement, highlighting the platform’s potential for fun, shareable recipe content. Key Takeaways & Next Steps: Video content remains the most effective format, with reactive, timely posts outperforming planned content. Moving forward, the focus will be on leveraging seasonal trends, prioritizing video and shareable content, experimenting with new formats on Instagram, and capitalizing on TikTok trends to grow engagement and expand the UK audience.

Sweetpotatoes Go Viral: Creative recipe videos and seasonal content spark record engagement across Facebook, Instagram, and TikTok in the UK.

UK Web Story 2024/25 The UK market delivered an exceptional digital performance, with 36,931 website sessions , far exceeding the annual target of 10,000. This growth was driven by a mix of pay-per-click (PPC) and content-led campaigns that attracted and retained users. While SEO rankings currently sit at 15 due to the recent site replatforming, recovery is underway with 301 redirects and a focus on high-value content. Newsletter signups have started, bringing in 40 subscribers since launch, and engagement averaged 19.66%, reflecting the influx of new PPC-driven users. Plans are in motion to boost engagement through interactive content on landing pages, ensuring sustained growth and deeper user exploration.

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