How Chip Brands Are Eating On Instagram

Chip brands were chowing down on Instagram in Q 2026, according to Tubular Labs' new CPG Social Video Playbook.

• The data reveals that chip brands Lay's, Doritos, Tostitos and Pringles amassed 45.1 million Instagram views in Q1 alone – or 85% of their combined total during all of 2025.
• How'd they do it? The brands were leaning into major events like the Super Bowl and FIFA Men's World Cup, and also by encouraging engagement with competitions and contests.
• And there's still room for these brands to expand even more on the platform, too. Pringles, for instance, put limited Instagram resources into leveraging its Sabrina Carpenter Super Bowl ad (though Carpenter herself uploaded the spot with the brand tagged).

The larger Instagram footprint for chip brands shows how strategies are changing for these brands to engage more directly with consumers through video. Learn more about other CPG video trends by downloading Tubular's report.