Nail Influencer Marketing as a Food Brand – Here is How
While influence marketing has been one of the most popular marketing techniques for a long time, it has gained importance, particularly in recent times. This is because, with the use of social media increasing, people can engage more with influencers. This, in turn, allows the influencers to influence their target audience better.
How do Food Influencers Work?
Influence marketing is a broad field with plenty of variations, and the same applies when it comes to food brands. A variety of people can be food influencers, such as chefs, food critics, bloggers and even photographers. Influencers of all these types can be quite effective and are can help a restaurant or a food brand create brand awareness. The leading food brands higher a network of top food influencers for overall influence marketing.
How can Influence Marketing Help a Food Brand or Restaurant
It is a well-known fact that once an individual gains popularity in a field and builds a large follower base, it would be easier for them to promote a brand. For example, people are more likely to trust the reviews of a reputed food critic than an advertisement by a restaurant. An influencer can help a food brand in multiple ways:
- Negate rumours: Quite often, videos claiming to show the real source of the products offered by leading food brands surface. Most of these contents harm the reputation of the brand or discourage consumers from eating certain dishes. The influencers, such as food bloggers, carry out researches and show their audience how the industry or a particular brand works. They often offer an inside look at the entire process, thus clearing the bad reputation created by rumours.
- Provide reviews: It is quite common for people to visit a restaurant after they see their favourite food critic passing their judgement about the quality of food and service. Food critics offer a detailed overview of the flavour, taste, quality, etc. Once a food critic builds up a reputation for sharing genuine opinions, the audience is likely to believe him/her.
- Unique content: Apart from getting paid by a brand or enjoying other benefits, the top food influencers also have a reputation and a follower base to maintain. Therefore, they often come up with various unique content. This is a win-win scenario for them as well as the food brands. While the content would attract more viewers or readers, it would also distinguish the brand from the rest.
- Photography: As the saying goes, “A picture says a thousand words”. Mouth-watering photos of delicious food items can help greatly in attracting consumers. However, it is hard for smaller companies and restaurants to hire professional photographers regularly. Instead, they hire influencers who would take quality and unique photos of the food and post them on their social accounts, thus passing the content to their follower base.
- Informative blogging: The bloggers create various informative content such as the health benefits and ill effects, choosing quality food products, coming up with innovative recipes, etc. They are usually followed by a large number of food lovers willing to try out something new. When these bloggers speak highly of a particular food brand, their product, or a special dish in a restaurant, it significantly helps to boost the sales.
- Recipes: This is usually the field covered by chefs. When brands producing food products, such as ready to cook items, spices, etc. launch new products, they often collaborate with chefs with a large number of followers on YouTube and other platforms. Those who like to cook new dishes upon learning from those videos often prefer to use the same ingredients used by the chefs. This helps in the promotion of a brand’s products.
Micro-influencing: What is it and How Helpful is it
Micro-influencers are the influencers with a relatively small follower base. Many of the top food influencersstarted off as micro-influencers and gradually built their career. Quite often, food brands hire micro-influencers for some specific reasons.
- Highly targeted audience: The followers of the micro-influencers usually have something in common, such as demographics, ethnicity, food habits, etc. This helps them to create highly targeted content. If a brand wants to promote its product among a particular target audience, collaborating with a micro-influencer helps.
- Greater engagement: As micro-influencers have a smaller follower base, they can engage with each of them better. A micro-influencer would respond to the queries and compliments of the audience and chat with them, thus building a better bond. This, in turn, helps to build the followers’ trust towards the brand they promote.
Micro-influencers also offer several other benefits, including being more cost-effective. Whether a brand should hire a micro-influencer or a macro-influencer depend on their requirements and budget. However, to build an effective and long-lasting brand image, they would need a team of influencers, each specialising in their mode of influence.