Working with influencers can be so beneficial to your restaurant’s marketing strategy. Thanks to the massive impact of social media, restaurants can increase awareness and grow their business through a large audience, driving more traffic to their doors. There’s no doubt that the influencing market is booming right now. The industry grew from a $1.7 billion market in 2016 to $9.7 billion in 2020. For every dollar a business spends on influencers, they earn $5.20.
That being said, it may be frightening to look at all the options and how you can utilize influencers to spread your restaurant’s messaging. Here are some common questions about food influencers, answered.
What are Food Influencers, and what do they do?
Food influencers have a wide range of social media followers that can help you boost your restaurant’s customer base. Influencers are often celebrities and bloggers who have gained popularity through photos, videos, and personal engagements. They can promote any of your products by sharing it with their followers and what they like about your brand. More specifically, food influencers are constantly increasing and trending throughout social media websites. The idea of food culture is a scene in the media, and people love looking and browsing through food options and food tags.
What are the benefits of working with a foodie influencer?
The benefits of working with food influencers are overwhelming. Over 70% of consumers say they are more likely to purchase a product based on a social media referral. Referrals are more effective when they come from another person rather than the actual company. That’s why the results of working with influencers have become a valuable tool for customers’ dining decisions.
The benefits of endorsements through influencers outweigh the drawbacks. The influencers have worked to build a trusting relationship with their followers. Brands want to make sure they are exposing the content that best fits them.
Is it worth it? Why should I consider an influencer?
Influencers make powerful partners because of their existing relationship with the audience. Influencers have advantages that are hard for brands to replicate, such as their large community of followers, personal connections, consumer trust, and social network expertise. Social influencers effectively start, share, and spread online conversations, which is incredibly valuable to brands.
Food and beverage brands often have more success with influencers than other business types. The reason for that is because food is the most popular subject that trends on social media like Instagram and TikTok. Not every consumer participates in certain activities like fashion or fitness, but everyone in the world eats food. Eating is often culturally connected to occasions like celebrating and sharing, and that’s why everyone from different parts of the world can come together on relating to food. Not only is food relatable, but visually appealing. Visual content like food and cooking is appealing to viewers and generates 94% more engagement online than text alone. Food and recipe influences are a source of marketing that is growing rapidly every day.
How do I find the best influencer type for my restaurant?
You want to choose the best type of influencer for your restaurant, and they are things to consider. Ask yourself the following questions;
- Do they meet your restaurant’s ethics and values?
- Is their engagement at Influencer Level?
- What is your influencer budget?
Established Food & Drink Influencers
To be considered an established influencer, there should be 10,000 + followers. Established influencers work really well within the restaurant industry.
Micro-Influencers in the Food & Drink Industry
Micro-influencers range from 1000 to 10,000 followers. Don’t let the name fool you, micro influences can have a high engagement rate with followers. The bonus of working with micro-influencers is they tend not to be as price-oriented as experienced ones because they are still trying to grow their brand.
How much do influencers charge?
It’s pretty simple when it comes to understanding the cost of influencer marketing. Basically, the more followers those influencers have, the higher their cost to post about your restaurant. Prices rise somewhat proportionately until they reach a point of being a celebrity influencer (with over 500k followers).
Prices rise relatively proportional until reaching the point of celebrity influencers (with over 500k followers). In terms of formats, you’ll pay a large sum for a video – around 50% more than you would for a post. Stories are the cheapest, presumably due to their brief nature.
Influencer Rates* Worldwide, by Influencer Tier, March 2019
| Type of content / Influencer Tier | Nano (500-5k followers) | Micro (5k-30k followers) | Power (30k-500k) | Celebrity (500k+ followers) |
| Post | $100 | $172 | $507 | $2,085 |
| Video | $114 | $219 | $775 | $3,138 |
| Story | $43 | $73 | $210 | $721 |
By choosing the right influencer style for your restaurant you can benefit from all that influencers have to offer. This style of marketing can create a huge impact on your business if you use it the right way. What are you waiting for? Find an experienced influencer that can help you get those customers straight to your door.
What else should Restaurants do?
In today’s fast-paced environment, it is important to try multiple marketing avenues for different customer segments. There are some customers who get swayed by the availability of promotions. Some customers pick a restaurant based on location and reviews. Above all, it is important for Restaurants to focus on the ‘Basics’ which are good tasting, fresh food offered in a clean and comfortable ambiance with the attentive service that all Diners expect.
