Oxfordshire Council
Social media toolkit – for videos
(English Language)
Background
Local partners in Oxfordshire (Good Food Oxfordshire, Oxford City Council, BOB ICS, Oxford Health , Community Dental Health, Home Start, Oxford City Council) have been working over the last couple of years to promote and test new ways to market Healthy Start scheme to increase uptake across the County.
With local commitment to increase uptake from County and District Food Strategy Action Plans and Health and wellbeing strategy - 2024-2030 (oxfordshire.gov.uk).
But in Oxfordshire eligible families that are not claiming Healthy Start are missing out on an estimated total of £358,075.62 (per year households not claiming £5.03 x 52 weeks, July 2023 data)
Background
We want to reach families in different ways and work to address stigma on accessing healthy food, promoting the scheme on platforms that families with young children access e.g Tik Tok/Facebook groups.
In response to what families told us the messaging has shifted to be more relatable and appealing to savvy parents e.g moving from help, support to save money/top up your shop. The style is more aligned with value supermarket ad’s and we recognise social media is a key platform as parents are likely to listen/hear about it from friends and family.
To learn more about Healthy Start :
Watch : Oxfordshire a Guide to Healthy Start video here. (5 minutes)
Online training video: helping you to understand the barriers many people face when it comes to accessing and using their Healthy Start card, and equip you to support them to overcome these barriers (30 minutes). It works well in a team meeting or complete on your own. Access here.
Guide
This guide, will provide you with a brief overview of best times to post for Instagram & Facebook.
As well as examples of posts for the Healthy Start Scheme campaign.
This includes which asset to post and the suggested supporting text copy.
Visual content is 40 x more likely to be shared on social media than any other type of content – so sharing the Healthy Start motion graphic assets is recommended.
When posting organically, not everyone who follows you will see all your updates and content.
Therefore, it is important to share frequently, so enough of your audience see your posts, keeping you top of mind.
How often should I post on Facebook (all content)?
Minimum – 3x per week
Facebook recommended – 1x per day
Max 2x per day
Best times post on Facebook?
1pm, 3pm & 9pm – to ensure good mix of audience seeing content
Top engagement days are Wednesday to Sunday
*These are based on an average, you should track traffic & engagement of your own social channels and adjust posting accordingly, to suit your specific target audience. Think about your target audience and when they are most likely to be checking social media.
Like Facebook, it is important to share frequently, so enough of your audience see your organic posts, keeping you top of mind.
The key to being seen more on Instagram is using hashtags. The maximum hashtags allowed are 30 per post, it’s recommended you choose 5-10 relevant hashtags, including those that are likely to attract users who may not already follow your brand. Also consider using unique hashtags to your purpose – as they will help raise awareness. For example, #healthystartoxfordshire or #healthyoxfordshire. These unique hashtags will make it easier for you to track engagement when other users tag or share.
How often should I post on Instagram (all content)?
Minimum – 1 daily
Instagram recommended – 1-2x per day
Max 3x per day
Best times post on Instagram? (Instagram priorities recency, so posting when your followers are online is key.)
This is very dependent on your brand & sector…But typically, early morning to noon & late-night.
On average Instagram users are most likely to engage during work hours, mid-day & mid-week.
Weekends tend to be worst time to post, and don’t tend to gain as much engagement.
*These are based on an average, you should track traffic & engagement of your own social channels and adjust posting accordingly, to suit your specific target audience. Think about your target audience and when they are most likely to be checking social media.
Video asset 1 & suggested copy
Suggested copy
🤰Good nutrition is essential during pregnancy, breastfeeding, and childhood as it's a time of rapid growth development and activity.
If you receive Universal or Family Tax credits, Healthy Start makes it easier to pay for food items that are proven to be beneficial for you and your child's diet. 🍎
➡ Find out more by visiting
healthystart.nhs.uk
#HealthyStart
#Healthystartoxfordshire
#HealthyStartScheme
#OxfordshireCC
#Breastfeeding
#BabyNutrition
Video asset 2 & suggested copy
Suggested copy
If you receive Universal or Family Tax credits, you might be eligible for a Healthy Start contactless card that gives you money to buy healthy food, drinks, vitamins, and infant formula every month.
➡ Find out more by visiting healthystart.nhs.uk
🥕 🍌 🍎 🍏
#HealthyStart
#OxfordshireCC
#ParentingTips
#BabyNutrition
#FirstFoods
#moneysavingtips
#Healthystartforfamilies
Video asset 3 & suggested copy
Suggested copy
Healthy Start is a scheme available to pregnant mothers and parents of small children, that gives you money to buy healthy food, milk, infant formula, and vitamins.
🤰 🥕 🍌 🍎 🍏 🍓 🍅 🥒 🥛 🍼 💊
Find out if you're eligible at ➡
healthystart.nhs.uk
#HealthyStart
#OxfordshireCC
#Pregnancy
#HealthyBaby
#BabyRecipes
#Newmums
#CostofLiving
#healthyoxfordshire
Video asset 4 & suggested copy
Suggested copy
🥕 🍌 🍎 🍏 🍓 🍅 🥒 🥛 🍼
Healthy Start makes it easier to plan healthy meals and snacks by helping to pay for food items that are proven to be beneficial for you and your child's diet.
Find out more by visiting healthystart.nhs.uk
#HealthyStartscheme
#OxfordshireCC
#Pregnancy
#HealthyFood
#budgetrecipes
#foodbudgeting
#moneysaving
Video asset 5 & suggested copy
Suggested copy
Every month, your Healthy Start contactless card receives up to £34 to spend on healthy food and milk for you and your child.
🥕 🍌 🍎 🍏 🍓 🍅 🥒 🥛 🍼
Find out if you're eligible ➡ healthystart.nhs.uk
#HealthyStartCard
#OxfordshireCC
#Pregnancytips
#HealthyFood
#Childrensnutrition
#Healthybabyfood
#eatwellforless
Video asset 6 & suggested copy
Suggested copy
If you receive Universal or Family Tax credits, you might be eligible for a Healthy Start contactless card that gives you up to £34 every month to buy:
🍎 fruit
🥕vegetables
💊 vitamins
🍼 infant formula
Find out more, visit ➡ healthystart.nhs.uk
#HealthyStart
#OxfordshireCC
#Pregnancy
#HealthyFood
#Healthybabyfood
#Toddlerfood