Made In designs premium pans, stock pots, knives, cookbooks, and other kitchenware for all levels of chefs. They use their Instagram to announce partnerships, provide exclusive content from world-renowned chefs, and teach customers how to cook and clean like a professional with their products. 

Made In’s chef-curated recipes are easy to follow on Instagram, with step-by-step videos and explainer text accompanying the videos. Helpful tips from the featured chef make the recipe feel like you’re cooking in a kitchen with them, such as “do not put garlic in cold oil in the pan”.

They use aspirational lifestyle images of beautifully designed kitchens, to help customers visualize the cookware in their own homes. 

Made In uses the ‘go-live’ Instagram functionality to give a platform for chefs like Tom Colicchio and Chef Juan Ferreiro of Great White to teach customers how to cook, encourage purchase, and donate to a local LA Food Bank.

To tease upcoming collections, such as their latest collection with famous bread m-maker, Nancy Silverton, they use instagram to get customers excited through video content of the collaborator and the new tool.

Made in not only teaches customers how to cook with their products, they also provide helpful tips how to clean their products. Carbon steel is a material that is in a chefs kitchen’s more than in consumer’s homes. Therefore teaching customers how to use salt and water to clear the dish is a helpful tip to keep the product looking better for longer.