Advertisers and audiences are hungry for international fare. Here’s how to incorporate clickable cuisine into your campaigns.
Shutterstock’s 2022 Creative Trends report has identified six big-trending categories for imagery and video this year. “International cuisine” is one of them.
While our cravings and palettes may change on the daily, data can tell us what foods audiences are craving—or at least clicking on—consistently.
By analyzing patterns in engagement data, Shutterstock.AI has identified which exact foods are a hit with advertising audiences right now.
So, which dishes should fill your prop plates? What crave-able cuisines are driving more clicks? The answers lie in data.
Consider Including Some Clickable Carbs
Carbohydrate-heavy dishes literally release happy chemicals in our brains, so it’s no wonder famished folks and advertising audiences both like them so much.
When looking at which carbohydrates have click-through rates (CTRs) that are trending up today, one carb stands out above the rest—rice.
Its clickability has risen 60% over the last two years, and its CTR is higher than any other carb measured.
Beyond this classic base for several international dishes, noodles are also clickable. Their CTR has risen 31% over the same time period.
Another international favorite that’s trending up in clickability are dumplings. The CTR of dumpling imagery has risen 135% over the last two years.
There are seemingly endless variations on the dumpling, across each continent. This means that there are also endless opportunities for creative food curation when including dumplings in your ads.
There are several other stand-outs when it comes to clickable carbohydrates. Since 2020, the short list of the most engaging foods in this category include:
- Pretzels (CTR up 155%)
- Pizza (CTR up 145%)
- Bagels (CTR up 49%)
- Tortillas (CTR up 13%)
- Cupcakes (CTR up 710%)
The Most-Clickable Meat Comes from the Sea
Recently, AI told us that shrimp is one of the most clickable pizza toppings. Opinions on that aside, shrimp is also today’s most-clickable protein.
In fact, the CTR of shrimp in advertising has risen 290% over the last two years. Crab comes in second place, meaning that today’s most clickable meats come from the sea.
Outside of seafood, we see a variety of meat and plant-based proteins trending. Starting with meat, turkey is the most-clickable animal-based protein. Its CTR has risen 29% over the last two years.
Steak is also popular with audiences. It’s 4% more clickable than pork and 27% more clickable than chicken.
As plant-based diets increase in popularity, so too have some plant-based proteins. Nuts have seen their CTR rise 69% over the last year.
In the dairy space, yogurt has seen its CTR rise 35% over the same time.
Favorite Fruits Are of Berry and Tropical Varieties
Strawberries have been an audience favorite for a while now, and advertising data tells us this trend isn’t going away anytime soon. Strawberries still hold this spot as the most-clickable fruit, with a CTR that’s risen 290% over the last two years.
Over the last two years, the following fruits have seen their CTRs rise:
- Pineapples (up 42%)
- Coconuts (up 87%)
- Mangoes (up 117%)
Set a Successful Table with the Right Accessories
Beyond food, data says there are specific meals, place settings, and props that increase an ad’s CTR.
First off, when it comes to meals, breakfast reigns supreme in advertising. We’ve long known breakfast as “the most important meal of the day,” and data tells us that it’s the most engaging meal in the marketing world.
Out of all daily meals and snacks, images of breakfast have had the highest CTR over the last year.
When it comes to setting the table, AI tells us that knives are the most-clickable utensil. Their CTR has risen 69% over the last two years.
Napkins are also incredibly clickable accessories, with a CTR that’s risen 103% since last year.
And finally, when it comes to drinks, milkshakes reign supreme. They have the highest CTR of all drinks measured, and their CTR has risen 229% in two years.
Beyond this sweet treat, data indicates that juice and cocktails are equally engaging. If you want to feature drinks that are either healthy or hardy, AI says to go for those.
Cover image via Pixel-Shot.