How social media is helping increase US egg consumption

Social media has played a critical role in the food industry by providing easy online advertising for small and large businesses.

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Courtesy of Fresh Eggs Daily
Courtesy of Fresh Eggs Daily

Social media has played a critical role in the food industry by providing easy online advertising for small and large businesses. During the height of the pandemic, consumers relied on social media platforms for new recipes or food inspiration, providing an opportunity for the poultry and egg sectors to reach new customers.

Lisa Steele, writer and creator of Fresh Eggs Daily, is a fifth generation chicken keeper with an audience of nearly 1 million followers. Steele’s blog has become a resource for consumers looking to produce their own eggs and try new recipes using those eggs.

Some egg pieces Steele has written include Top 10 Best Egg Laying Chicken Breeds, How to get your Chickens to Lay Eggs in their Nesting Boxes, Why don’t Chickens Lay Eggs in the Winter, Are Cracked Eggs Safe to Eat and What Makes Egg Yolks Orange.

Specifically, one of her articles titled “How Many Eggs Should I Eat in a Week” explains to readers that government guidelines concerning egg consumption over the years have increased the number of eggs a person can eat without negatively affecting their health.

The most recent article she references in the blog post was published by Medical News Today in February 2021. The article explains that health experts are changing their minds on eggs' nutritional value. According to Medical News Today, the recommendation found in the Dietary Guidelines for Americans 2020 publication for people to limit their consumption of dietary cholesterol to under 300 milligrams per day was removed. 

Those same guidelines recommended that eggs as a first food for babies of 4-6 months in age to reduce risk for an egg allergy, while also encouraging eggs for pre-teens and adolescents. 

Egg consumption

According to the American Egg Board’s Egg Industry Overview, consumption of eggs per capita in the United States has been increasing over the past few years, with 287 in 2019, 284 in 2018, 280 in 2017, 272 in 2016 and 256 in 2015. One of the many reasons for this is the impact of social media, most recently being TikTok. TikTok features short, easy cooking recipes that help make consumers feel comfortable trying a new recipe at home

At the 2021 Chicken Marketing Summit, Leah Beyer (senior advisor, digital communications, global corporate communications, Elanco Animal Health) addressed the impact of the trend “#FoodTok.”

“#FoodTok wasn’t developed during 2020. It actually started before the pandemic, but it became hugely popular during 2020 because we all had time to watch the videos,” Beyer explained. “If your marketing departments aren’t paying attention to TikTok, it might be something you at least want them watching.”

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