Whether you’d rather be caught dead than miss a post on your ‘Gram or whether you prefer to keep yourself offline as much as possible, there’s one thing we can’t deny. Social media is now a ubiquitous part of our lives, and its presence in (and effect on) our day-to-day lives is profound. Like it or loathe it, social media has even played a hand in shaping coffee culture, a trend that has accelerated since the pandemic. Not sure how social media and your favourite beverage intersect? Not convinced there’s real value in following your neighbourhood coffee influencer? Not even sure what an influencer is? Let’s take a look!
Boosting The Culture
Let’s kick off with an undeniable positive- social media has helped accelerate the growth and spread of coffee culture. From flashy photos of speciality drinks that tickle your tastebuds right through to connoisseurs trading grinding tips and sharing their love of the drink, social media makes connecting with a community just like you so much easier.
According to some survey data from OnePulse, a whopping 34% of respondents have tried a new blend just because it looked great on social media! We’ve even seen social trends help to establish the popularity of the drink in places it’s never been as loved before, most notably India. Far from just a drink, it is now a lifestyle and an art form, and some brands have even become a statement of wealth and taste.
The Downside of Visual Culture
That said, the image-focused nature of social media has been responsible for a negative trend- looks over quality and value. We all know you can’t judge a great coffee on looks alone, but social media makes some of us try! 26% of OnePulse’s respondents admit they chose a coffee because it looks good on their social feed, not because of its taste or complexity. And 37% believe this could be hurting the industry.
Additionally, social media has birthed a trend no one likes- least of all our beloved baristas! While posting long and complicated ‘custom’ orders may give you a bit of social cred, it’s a pain to the baristas making it and inconveniences other customers, too. In fact, 56% of OnePulse’s respondents said they’d support chains for banning these overly long orders altogether. Add to this the fact these orders often focus on sugar-heavy syrups and other flashy add-ons instead of the core of great-tasting coffee, and it’s certainly a trend we could all live without.
The Rise of the Influencer
As with any other social media hub, we’ve seen the rise of coffee influencers across social sites. By sharing their experiences, stories, and thoughts about the drink, these new media personalities help to create a sense of community and connection. This sharing fosters engagement and encourages others to explore different trends. And that’s always a good thing. Many of these influencers also focus on local products, boosting their profile globally. They also help to break down the basics and make coffee culture more approachable and less intimidating, encouraging others to join in on the fun. We have them to thank (in part) for the rise of bean-to-cup culture and the focus on source and quality, for example.
Greater Access and Accountability
In addition to this ‘signal boosting’ for speciality and local products, we can also thank social media for helping to make brands more globally accessible. Many interact directly with consumers and fans through their social feeds. This has proven a great leveller for artisanal and small brands that couldn’t otherwise get the reach or recognition they have. Indirectly, this also helps to promote a focus on high-quality brands and great tastes.
Hand in hand with this accessibility comes greater accountability. We’ve seen a rise in interest in sustainable farming methods and fair trade practices, as well as organic cultivation and even eco-friendly packaging options. Making fans aware of these issues helps to promote a stronger, safer, and better environment for us all- and better coffee, too!
Cultural Exchange
Coffee has always been a global beverage. Around the world, you’ll find a wealth of traditions and practices to enjoy, and it is easier than ever to be exposed to these fascinating influences. Often directly and authentically from the source, too! From celebrating traditional brews to creating intriguing new fusions, the ability to share with people around the world so easily has definitely been a net positive for all of us.
Social media platforms have revolutionised the way trends emerge, spread, and evolve around us. While there are always some downsides to any new ‘trend’, social media has helped to provide a dynamic and interactive space for coffee enthusiasts to connect, share, and explore a wide range of experiences and tastes. In turn, this helps contribute to the ever-evolving world of our favourite drink and those who love it- and what could be better than that?