Apps and social media platforms are playing a key role in the new world of social distancing. Pinterest long has been a leading social media platform for finding recipes, but with more consumers under stay-at-home orders, use has skyrocketed. The app recently was ranked as the second most loved social media platform for consumers during the coronavirus pandemic. Specifically, Pinterest has reported all-time highs for ground beef searches and recipe pins. “Recipes with ground beef” currently is one of the top searched phrases, and “ground beef” searches have more than tripled since March.
Pinterest has been a mainstay in the digital marketing campaigns for Beef. It’s What’s For Dinner. Paid marketing efforts work to ensure that checkoff-funded recipes and related meal preparation content is sourced for top trending categories such as instant pot recipes, crockpot recipes, healthy dinner recipes, easy dinner recipes, keto recipes and much more. On average, the Beef. It’s What’s For Dinner. Pinterest handle gets 5.8 million monthly viewers. These results showcase the importance of the recipes developed in the NCBA Culinary Center, funded by the beef checkoff, and the consumer marketing team that distributes these recipes through paid advertising on Pinterest.