digital marketing – A Matter of Nourishment

What is a social media strategy, and why does your food or wellness brand need one?

Decorative photo with an open laptop, a cup of coffee placed over a small wooden board, and a small plate with cookies.

Most food and wellness brands think they have a social media strategy, but what most of them have is just a content calendar or posting schedule. Here’s what the difference looks like in practice and why it matters for your results.

How to choose a food photographer for your brand

Matcha drink in a tall glass with fresh mint as a garnish. Around the glass, there are a small bowl with matcha powder, limes, and fresh mint. Food photo and styling by food photographer Chiara Gianelli

Choosing a food photographer for your brand involves more than finding someone whose work looks good. Here’s what to actually look for, what questions to ask, which red flags to take seriously, and how to make a decision you won’t regret six months later.

How storytelling in social media marketing sold out a Christmas campaign for a food brand

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How a shift from product-focused to emotionally-led storytelling on Instagram Stories drove a 66% increase in link clicks and a sold-out Christmas campaign for a small food brand. Organic social media strategy only, no paid ads.

The Instagram metric that actually predicts enquiries — and what nearly two years of real data looks like

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Follower count tells you almost nothing about whether Instagram is actually working for your business. Here’s the metric that does — and nearly two years of real data from a wellness client that has never dropped below 25% CTR in a single month.

How much does food photography cost? A straightforward guide for brands

Traditional Irish Barmbrack on a wooden board. There are a cup of tea, leaves, pinecones, cinnamon, and orange slices around the board. Styled by Dublin food photographer Chiara Gianelli

Food photography pricing is one of the least transparent topics in the industry. This guide breaks down what actually determines the cost, what to watch out for at the lower end, and how to budget realistically for brand content that does its job.

What is click-through rate (CTR) — and why it matters more than most brands realise

Decorative image featuring a woman scrolling on her smartphone and holding a cup of coffee at the desk with an open laptop and notebook

CTR (click-through rate) is one of the most useful metrics in social media marketing and one of the most misunderstood. Here’s what it actually measures, why it varies across platforms, and why it tells you more about your audience than almost any other number.