Turning Blog Recipes into Shareable Social Media Carousels
ThermoWorks had a library of high-performing blog recipes from both in-house chefs and affiliate partners. However, these recipes were often limited to static reposts or long-format content that didn’t encourage engagement, sharing, or saves on social media. I saw an opportunity to give these recipes a second life on Instagram—and to drive traffic while encouraging deeper engagement.
The Strategy
Instead of simply reposting a photo or link, I developed a carousel content format that acted as both a teaser and a standalone resource. With these posts I was able to:
Highlighted the most drool-worthy recipes like Al Pastor Pork, Alabama White Sauce Chicken, and Muffuletta Steak Sandwiches.
Used bold, eye-catching headlines and scroll-stopping hooks to attract users in.
Gave just enough detail to get people curious—and encouraged them to swipe through for the full recipe and save it for later.
I also made a point to feature standout recipes from our affiliate community alongside new or seasonal content, such as Cinco de Mayo favorites, to keep our content timely and diverse.
The Execution
Each carousel was carefully crafted to:
Match the ThermoWorks visual brand using their signature yellow background and bold black type.
Include clear value propositions (“3 Keys to Tender, Juicy BBQ Chicken”) to build interest fast.
End with a CTA reminding users to save the recipe and revisit it later—boosting saves and shares, and feeding the Instagram algorithm.
the results
While I don’t have direct sales attribution from these posts, we saw:
Strong engagement metrics across each carousel (e.g. 137 likes and 40 saves on Alabama White Sauce Chicken).
Increased saves and shares compared to static reposts, indicating stronger retention and value for the audience.
Organic traffic lifts to the blog from Instagram during recipe promotion periods.
Positive affiliate feedback from featured creators.
key takeaways
This approach transformed simple blog content into high-value, shareable assets. By prioritizing creative execution and audience usability, we expanded the life of our recipe content and elevated the ThermoWorks Instagram feed into a go-to source for scroll-stopping cooking inspiration.