#SMWNYC

May 5-7, 2020




Beyond Food Porn: How Eater Builds an Audience Through Personal Connection [Session 1]

Hosted by Vox Media

  • Thursday, May 7, 2020

  • 9:30 AM - 10:15 AM

  • Venue: Sheraton Times Square

  • Track: Content and New Formats



SEATING IS LIMITED. PRE-REGISTRATION is required for ACADEMY classes: instructions on how to pre-register will be included in the “Attendee Guide” which can be found in your pass confirmation email. Academy sessions will not be video captured or live streamed.

Marketing can and should be a human-first, experience-first business. On social media, many of our followers get much more value out of raw, intimate experiences with our employees or featured restaurant industry folks than they do with other content. Eater has achieved this in many ways: by using Instagram as a marketing tool that focuses on people behind-the-scenes, by throwing events where fans can engage in our content in real life, and by driving conversation based on personal experience.

Many of the things that get people to connect online get people to connect in real life, too. Prime Time is one of our most successful YouTube shows that’s also found a small but lively corner of the internet that brings butchers together to talk, and at our Young Guns Summit in Brooklyn, we found that the butcher workshop was one of the most engaging and popular activities of the day.

In this session, hear from Amelia McGuinness, Director of Audience Development, as she unpacks Eater’s success story with a focus on data-informed takeaways derived from their social efforts.

Attend this session and learn:

  • How to drive engagement for your brand with a focus on personality and human-first connection
  • How to harness social insights to create real-life value for consumers that drives results
  • How to establish a sustainable audience community with a balance of digital and IRL experiences

Event Location



Social Media Week

Beyond Food Porn: How Eater Builds an Audience Through Personal Connection [Session 1]

May 7, 2020 - 9:30 AM - 10:15 AM

Hosted by Vox Media




Amelia McGuinness

Amelia McGuinness

Director of Audience Development, Eater, Vox Media

MillyMcGuinness