Hi! It’s your Gen-Z Social Media Girl from Melrish, back with another blog. Today, I’m sharing our journey with The Truffleers, a gourmet chocolate brand. Working with them has been a sweet ride full of creativity, chocolate, and a little bit of chaos.
How Food Content Works in Dubai
When we started with Truffleers in July 2023, the goal was simple: create content that made people stop scrolling and notice the truffles. Dubai is a crowded market, so standing out is not easy. Over time, we found a few strategies that work:
- Bright and eye-catching visuals. People scroll fast, so photos and videos need to grab attention immediately.
- Reels with action. Showing chocolate being made, unwrapped, or enjoyed keeps viewers engaged.
- Seasonal and festive content. Holidays and special occasions are perfect moments to connect with audiences.
These strategies worked because people love behind-the-scenes moments. They enjoy seeing what goes into making gourmet treats and connecting with the story behind the brand.
What Brand Content Goes Viral
It’s not just about pretty pictures. For Truffleers, the content that went viral had a few key ingredients:
- Chocolate in action. Melting, dipping, and unwrapping truffles made the reels feel alive.
- Relatable storytelling. Showing our team testing the truffles, little mistakes, and fun moments made people feel included.
- Fast-paced edits and music. Quick, upbeat reels are more likely to be shared and rewatched.
The results were sweet. In just four months, Instagram followers grew by 111%, Facebook by 185%, and Instagram interactions jumped 141%. People weren’t just looking—they were liking, commenting, sharing, and maybe sneaking a bite while scrolling.
Behind the Scenes
Creating content is more than snapping pictures. We source props, set up different scenes, and try not to panic when the chocolate melts mid-shoot. Hot chocolate drips and tumbling truffles are part of the process—but seeing a reel do better than expected makes every bit of effort worth it.
We couldn’t have done it without Joanne Jow and Martin. Their feedback and insights helped align our content with Truffleers’ vision. Working with collaborators who trust you makes the creative process smooth and fun.
Holiday Magic: Our Favorite Moments
Our favorite time to create content is the holidays. Twinkling Christmas lights, cozy vibes, and gift-giving make everything feel magical. With Truffleers, we wrapped chocolate hampers, added festive sparkle, and filmed reels that made viewers almost taste the chocolate through the screen.
One day, we were untangling fairy lights while trying not to let the truffles tumble off the table—classic behind-the-scenes chaos. Another day, we filmed hands unwrapping perfectly wrapped gifts. The reactions on camera were pure joy. Those moments were not just cute—they made people stop scrolling and imagine giving or receiving Truffleers as the perfect gift.
Seasonal content is not just fun—it’s a chance to tell a story, share emotions, and make gourmet treats part of someone’s special moment. Looking back, holiday shoots are some of our favorite memories from this project.
Growing Your Brand Online
Building a brand online is a journey. It’s about strategy, creativity, and storytelling. Every campaign we run for Truffleers pours a bit of ourselves into it. Watching the brand grow on social media is as satisfying as tasting a perfectly crafted truffle.
If you’re wondering how to grow your brand or how to grow your social media with reels, we’re here to help. From creating viral food reels to planning content calendars, we can make your brand stand out in a crowded market. Send us a message here or visit our Instagram here, and we might have the perfect promo to make your socials shine.
