One Girl and her Thermie

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Yotam Ottolenghi


Social Media Plan for 2021

With people across the globe practicing social distancing — or in some cases, on a national lockdown, we’re in Tier 4 again in London — and I’m stranded in Goa until the borders open between UK and India, traditional media channels that have taken a bit of a hit. Subsequently, there has been a huge spike in people spending time online — reading the news and using social media platforms.

I’m so fortunate that during 2020, Vorwerk offered us social media training for any Advisor and Team Leader who wanted to partake in it – all 30 hours cover Facebook, Instagram, and content by Lisbon Digital School. I’m not sure if it was the soothing voice of Paulo Rossas who personalised the Complete Digital Marketing Program to Thermomix UK and Ireland, but I learned so much from it.

How has online behaviour changed since the talks of a lockdown?

According to ComScore, the number of minutes spent by readers on news sites has increased by 46% in the same period last year. And since people can’t hang out with their friends in real life, they’re connecting virtually — on every platform possible.

It’s not only Facebook, Twitter, YouTube, and Instagram seeing increased traffic — Zoom and Skype user numbers have skyrocketed since the global pandemic began.

What is most interesting about this perhaps, is to consider how these behavioural changes are likely to shape the future of our world, not just now but in the future too. Undoubtedly, we’ll see more businesses offering remote working opportunities, but we’re also likely to see people utilizing more online communication channels to stay in touch with their teams.

Why is social media usage increasing?

The most obvious reason for the rise in social usage is the fact that people are social creatures by nature. Whether you’re an introvert or an extrovert, after a couple of days of self-isolation, you’re likely to miss your friends or colleagues.

The gap that is left from the lack of social interaction with social communities is significant, and social media offers a way to fill this void. The global pandemic has left most people feeling anxious and looking for support amid the ongoing uncertainty — and as such, people need to feel connected more than ever before.

To stay connected, albeit virtually, video interaction is on the rise. In particular, the rise of traditionally social, external events being streamed online. From business conferences to DJ sets — you can stream just about anything today. We went overnight from offering face-to-face demonstrations in people’s homes to virtual cooking experiences via video calls. I was hesitant at first but it’s been a huge success.

How has the value of social media has changed?

Social media has always been the place where people talk, but with people being isolated, it has become the only place people talk. Because of this, it is undoubtedly the most important channel for brands to focus on right now.

With people spending more time online, social platforms are the perfect place for brands to connect with their audiences. There has never been a better time to spend time on building relationships with my audience and giving them more of what you want. More themed content.

To do this, I have revised my social media marketing plan for 2021. Instead of simply posting what I am cooking each day, I’ll be a little more creative.

To do this, One Girl Social Media plan includes:

  • New and different content on Instagram and Facebook. So no more posting from one platform to the other. The photos and content will be the same theme but slightly different, so you will want to be on both.
  • Weekly content themes – I have previously struggled to define my niche purely because it’s diverse. I am an Indian married to a Pole who has lived and traveled to many countries and eats many cuisines. I am a mother with young kids, so am always cooking child-friendly meals for the whole family instead of just what I would choose to eat if I didn’t have kids. I like fine dining but love street food too. I’m a non-vegetarian but would like to eat more vegan and vegetarian meals for my own fortysomething health goals. So it’s been hard to narrow this down to a handful of topics but I think I have managed it.
    • Meatless Mondays (vegan and vegetarian recipes, plant-based diets)
    • Workout Wednesdays (healthy lifestyle recipes for  detoxing, good gut health, and weight management)
    • Friday Indian Fakeaway (Indian food, converted to the Thermomix)
    • Weekend World Wonders (everything else from converted Japanese favourites to celebrity chefs I love and follow such as Yotam Ottolenghi,  Ferran Adria, and Wolfgang Puck, who is a huge fan of Thermomix.

I really hope that my readers do like and appreciate the new content. I’d really like you to be engaged, like, and give me comments and feedback as soon as possible.

And while One Girl in the Mix accounts will be streamlined to this new type of content, I’ve created a new feed, WhatAnkitaAte to show you what I’m also eating during 2021.

Here’s wishing you the gift of prosperity throughout 2021. Thank you for being a supportive client to my small business Your support has always helped us grow. We wish you a happy new year.