Choosing the right social media agency can make or break a food and beverage brand’s growth.

For many small and midsize brands, social media is the bridge between product and customer, the place where discovery happens, and the channel that often fuels both awareness and sales. 

But hiring an agency is not just about pretty pictures or clever captions. 

The right partner understands how content, sales distribution, and paid strategy come together to move product and build loyalty.

At Firebelly, we talk a lot about fit. 

The best partnerships are built on alignment, not just capability. The agency you choose should feel like an extension of your team, one that understands your category, your challenges, and your goals. Here’s what to look for when you are evaluating a social media agency for your food or beverage brand.

1. Find an agency that understands your channel mix

Not every food or beverage brand follows the same path to market. Retail distribution is only one way to reach consumers. A strong agency recognizes that there are many routes to growth and tailors its approach accordingly.

Think about local markets, pop-up stores, and community events where sampling and direct feedback matter most. Consider online marketplaces and direct-to-consumer stores that demand a consistent content pipeline and creative retargeting. 

Hospitality partners, such as restaurants, hotels, and airlines, offer a different kind of exposure that builds credibility and repeat purchase intent. Food service, corporate campuses, and micro markets can be just as valuable for the right product.

An experienced social media agency for food and beverage brands will not default to retail as the only metric of success. Instead, they’ll look at every distribution channel that fits your brand and craft a strategy that keeps your story consistent across them all.

2. Prioritize content-first storytelling

Content is what fuels every marketing channel. Without it, there’s nothing to post, promote, or measure. 

The best agencies think content-first because content drives conversation.

A content-first agency will help you create material that does more than fill a feed. Storytelling content introduces your audience to the people behind the brand and shows how the product fits into real life. Retail velocity content highlights where the product is available and how fast it is moving, which helps build credibility with retailers and investors. “In the wild” content captures your product being used naturally by customers, adding social proof and authenticity.

Good agencies also help balance the mix between content that you create internally and content produced by outside creators. Both play essential roles. Brand-created content tells the official story, while creator content adds an authentic voice that feels closer to the consumer experience. 

The right partner will help you use both to spark curiosity and keep your audience engaged.

3. Look beyond influencers and focus on meaningful creator relationships

Influencer marketing has changed dramatically in recent years. Large follower counts and perfect photos no longer guarantee engagement or trust. Many brands have shifted toward smaller creators who can connect on a personal level with their communities.

The key is to match the right type of creator with the goal of each campaign. If your goal is brand awareness, you want creators who generate excitement and shareability. If you need web traffic or conversions, you need partners with a history of moving audiences to action.

A skilled agency will help you identify the right fit, negotiate fair terms, and measure the impact properly. They’ll also protect you from common pitfalls, such as misalignment of goals or overpaying for reach that does not translate to sales. Firebelly’s philosophy is that creators should extend your brand’s storytelling, not replace it.

4. Look for expertise in retail media and multi-channel distribution

Social media doesn’t stop at the edge of Instagram or TikTok. Increasingly, it blends with what marketers call retail media. Retail media refers to advertising and content that live on retail and delivery platforms such as Target.com, Walmart.com, Amazon, Instacart, and DoorDash.

These channels have become critical for food and beverage brands because they represent the “last mile” between online engagement and in-store or in-app purchase. A shopper might see your product on Instagram but decide to buy it later on Instacart. If your brand is not findable there, you lose the sale. An agency that understands retail media can help ensure your brand is visible and optimized across these platforms. They can align creative assets with product listings, track performance, and advise on how delivery partnerships affect your overall marketing mix. The right partner sees social, retail, and e-commerce as parts of one connected ecosystem.

5. Make sure they integrate owned channels like email and SMS

While social platforms are essential, they’re rented space. Owned channels like email and SMS remain among the most effective ways to build customer relationships and drive repeat purchases. A social media agency for food and beverage brands should understand how social content feeds these owned channels.

For example, when someone signs up after a giveaway on Instagram, an automated email flow can nurture them toward a purchase. When a customer abandons a cart, a well-timed SMS can bring them back with a gentle reminder or incentive. Agencies that know how to design these flows create a seamless experience from first impression to checkout.

Integrating social with email and SMS also improves data quality. It helps brands understand how content inspires behavior and where to focus their efforts. The result is smarter spending and a more loyal audience.

6. Expect insights, not just reports

Reports are easy to generate. Insights take experience and curiosity. The agency you choose should not only tell you what happened last month but also what should happen next.

Too many reports stop at metrics like impressions, clicks, and engagement rates. Those numbers matter, but they are only the beginning. What you really need are recommendations that answer “so what” and “now what.”

A great agency delivers context. They explain why a certain type of post performed well, what that says about your audience, and how you can build on that success. They highlight what is not working and propose specific actions to fix it. When an agency brings insights to the table, they become a true strategic partner, not just a vendor delivering data.

7. Choose a partner who fits your culture and values

Duncan Alney, Firebelly’s founder, often says that agencies and clients deserve each other. That means finding a partner who shares your values, communicates clearly, and genuinely enjoys the work.

Chemistry matters. You want an agency that listens, challenges assumptions respectfully, and responds with transparency. They should celebrate your wins as if they were their own and be willing to have honest conversations when results fall short.

The best relationships feel collaborative. They are grounded in mutual respect and shared goals. When you find that fit, creativity flows more freely, and performance follows naturally.

8. Use this quick checklist when evaluating agencies

When you start comparing social media agencies for food and beverage brands, use these questions to guide your decision:

• Do they understand multiple distribution models, not just retail?
  
• Can they demonstrate content-first thinking and show examples of storytelling?
  
• Have they managed campaigns that blend organic, paid, and retail media?
  
• How do they connect social to email, SMS, and e-commerce?
  
• Do they focus on insights and next steps rather than raw data?
  
• Do they share your brand values and communication style?

If the answer is yes to most of these, you are on the right track.

Closing Thoughts

Selecting a social media agency for your food or beverage brand is not a decision to rush. The right agency will help you tell your story, connect with your community, and create content that moves people to act. 

They will understand that growth depends on more than followers. It comes from knowing where your customers shop, how they discover new products, and what makes them care.

A thoughtful partner will see your brand through the eyes of your consumers and craft strategies that keep you visible across every channel that matters. 

When you find that alignment, marketing becomes less about maintenance and more about momentum.