Food influencers and food bloggers are probably one of the most touted members of the social media community. Part of the reason behind this is simply that people love food-related content. The visual nature of food-related content makes it attractive for all kinds of audiences. As we write this post, there are over 239 million Instagram posts with #foodporn.
Food is no longer about being just a necessity. Eating as well as cooking are sought after recreational activities. And most importantly, food influencers and food bloggers are important sources of all such delicious content.
Food influencers are impactful and akin to opinion leaders in the F&B industry. So, if you want to tap into this influence, you’ve come to the right place. With this handy guide to influencer marketing, we will help you navigate through the F&B industry.
So, let’s get started!
Food Influencer Marketing: Who is it For?
Influencer marketing has enormous scope and especially so for the food and beverage industry. Here are the different types of brands and businesses that can reap benefits from working with food influencers:
Restaurants, cafes,bars, bakeries, and cloud kitchens
If your brand falls within any of the above categories, you must definitely consider working with food bloggers and food influencers. Reviews and feedback from food influencers can affect audience sentiment to a great extent.
Food and beverage product brands
Whether you are a brand offering dairy products, snacks or healthy drinks, bringing food influencers on board will bring more eyeballs to your content. Especially if you are just starting up in the F&B industry, food influencers and food bloggers can help you expand your reach.
Food marketplace, convenience/grocery stores, food Ecommerce
Food marketplaces, grocery stores, convenience stores, and other such stores too can benefit from influencer coverage to a very great extent. Food influencers showcasing the store as well as products from the store can work in your favor.
Lastly, even food delivery brands can bring familiar faces from the industry to enhance brand presence and improve brand sentiment. Food influencers can play brand ambassadors and build a positive impression.
There are a number of food influencers bringing rich and original content to our social media feeds. In fact, many F&B brands have already been leveraging the influence of food bloggers and generating traction for their brands. So, let’s take a few insights from the industry now.
These Brands are Nailing Influencer Marketing in the F&B Industry
Influencer marketing, when done right, can attract the right set of people to your campaigns. Take inspiration from these F&B brands that have managed to nail their food influencer marketing campaigns.
Weikfield India’s #KitchenKaTeacher Campaign
Here’s a lesson on leveraging occasions and festivals to collaborate with food influencers on Instagram!
Weikfield India, on the occasion of Teachers’ day capitalized on the influence of food bloggers and food influencers. As a part of the campaign, Weikfield India granted the title #KitchenKaTeacher to top food influencers in the industry, including Shivesh Bhatia, Meghna’s Food Magic and Chef Kunal.
Each of these food influencers posed with their box of ingredients and goodies from Weikfield on Instagram.
Amarula UK Collaborates with UK Food Influencers
Liquer brand, Amarula knows how to show their brand in action. Perhaps the best way to showcase your products is by showing unique and interesting ways to use them. And, what better way than to have food influencers like ‘The Boy Who Bakes’ and John Whaite use your product in their much sought after recipes.
Here, take a look at the mouth-watering images of the recipes created using Amarula UK liquor!
When audiences see their favorite food bloggers create recipes using a product, they are likely to be compelled to try it too. So, tap into the interest that these influencers generate amongst the audiences.
McDonald’s’ Collaborates with Micro-Influencers and TV Celebrities
When it comes to influencer marketing, no rules are set in stone. F&B brands can choose to go beyond food influencers, just like McDonald’s did in their influencer marketing campaign. Partnering with lifestyle influencers, McDonalds attempted to promote its fries, McCafe and buttermilk crispy tenders.
Each post featured the hashtags #mccafe and #buttermilktenders. From TV actress Cierra Ramirez to micro-influencers like Steven Kim, McDonald’s brought a diverse set of influencers on board. The campaign managed to generate an engagement of 5.9%.
Here are snapshots from the campaign:
McDonald’s campaign is a great example of how F&B brands can work with influencers from diverse niches. In the end, influencers who connect well with the audience are going to be the best choice for your brand.
The good thing is that there is no dearth of influencers out there. However, it is important to work with the right influencers if you want to build fruitful influencer marketing campaigns. In the next section, we will help you crack the code to finding the right food influencers for your F&B brand.
Want to build high ROI-yielding influencer marketing campaigns? Here’s a complete guide to getting started!
How to Find Food Influencers for Your Brand?
Finding the right fit for your brand, no matter which industry, lies at the very crux of a good influencer marketing campaign. If you plan to do a search on social media platforms directly, you’ll have to scour through thousands of profile.
Here’s a step-by-step strategy to help you find food influencers for your business:
Identify Your Influencer Marketing Goals
What is your brand goal? You’re not on social media platforms for vague reasons but serious goals. Defining what those goals are, is the first step towards finding the right food influencers for your brand.
The stage at which your brand is, for instance, will determine your influencer marketing goals to a great extent. Perhaps, a brand that is at the very nascent stages, is more likely to focus on spreading awareness about their products first.
A good way to define your brand goals is by using the SMART strategy. SMART is the acronym for specific, measurable, attainable, relevant, and time-bound. Smart goals will help you make better sense of what you want to achieve and thereby simplify your search for the right influencers.
Understand Your Target Audience
In finding food influencers for your influencer marketing strategy, do take your target audience into account. The food influencers’ content should align with the likes and preferences of the target audience. Ideally, the demographics of your target audience should match with your influencers’.
A social media analytics tool can be helpful in getting a sense of your target audience. Who are they? Where is your target audience located? Do you focus on any specific gender? What kind of content do they enjoy?
Answer these questions to come at a clear customer persona. This will help you understand which influencers appeal to a similar target audience.
Use an Influencer Marketing Platform
Now that you know the kind of influencers you are looking for, you can get straight to work by deploying a good influencer marketing platform. Unbox Social, for instance, offers an influencer marketing platform that helps you conduct a thorough influencer search.
Here’s how you can easily find food influencers using the Unbox Social influencer marketing platform:
Get an Account to Use the Influencer Marketing Platform
To get started, sign up with Unbox Social. Once your account is set up, you can access the Unbox Social dashboard and head on over to the influencer marketing section.
Curate Your Own List of Food Influencers
Unbox Social offers access to a huge database of influencers from across niches and industries. You can simply filter the list of influencers by category, platforms and tiers. Set ‘food’ as the category to find all the food influencers. If you’re looking for food influencers on Instagram, you can set ‘Instagram’ as the platform filter.
Evaluate Influencers by Audience Demographics
Check your selected influencers’ audience demographics. Influencers who share audience demographics are going to be the best choice for your brand.
Validate Brand Safety and Sift Out Fake Influencers
This influencer marketing platform helps you steer clear of fake influencers- an advantage you cannot enjoy if you are searching directly on social media platforms.
Unbox Social helps you find influencers that match your brand ethos and guidelines. There is limited to no risk that you’d end up working with influencers who have fake followers.
Conduct Influencer Listening
Once you have made your selection of food influencers you want to work with, it would be a good idea to keep an eye on them. What brands are they working with? How has their performance been on different social media platforms?
Identify the influencers’ strengths and weaknesses, and use them to build successful campaigns for your brand.
Once you have found the right fit for your brand, you can get on to sending the campaign briefs to them.
Working with Food Influencers: Best Practices and Influencer Marketing Strategies
Food influencer marketing is very competitive. You are contending for reach against other foodie influencers, brands, and creators on different platforms. If you really want to get the audience to engage with your brand, here are some practices you can use:
Leverage Food Influencers’ USP
Every food influencer and food blogger comes with his own strengths and USPs. Some food influencers may specialize in a particular way of cooking, while others may be simply foodie influencers who review restaurants and cafes.
Depending on what your business offers, you can plan out what kind of content and campaign will be the best option. For instance, ‘myasianfoodstory’ specializes in asian food recipes and content. It shows that they have good knowledge of the niche and the audience have placed a sense of trust in them.
Focus on Visual, Interactive Content
When it comes to food influencer marketing, stick to visual content that is engaging. Storytelling is important in every piece of content, and it should happen through videos and pictures. Make sure that your visual content is fine-tuned to the highest standards of quality. Given the huge no. of posts that go out on social media platforms, standing out is important. Here’s an example-
Track Your Competitors’ Influencer Activity
Staying attuned to your industry is very important in business. This holds true for your influencer marketing strategy too. There is an abundance of not just food influencers but also food influencer campaigns out there. Keeping an eye on these campaigns is important for not just staying relevant but also for learning new ideas and things.
The Influencer Marketing Platform by Unbox Social allows you to generate industry benchmark reports. With the help of these insights, you can capture your share of voice in the industry. This will allow you to understand how other brands in your industry are using influencer marketing and how their campaigns have performed on the same.
Host Giveaways and Contests with Food Influencers
Giveaways and contests come with a reward factor. Combine this with the influence of food bloggers and influencers. Now, that makes a recipe for the ultimate audience-oriented campaign.
Let’s break it down for you. For starters, influencers are opinion leaders – they will have an impact on customers’ consumption and buying habits. Secondly, when influencers host giveaways and contests, it adds on to all the buzz around it. Finally, giveaways generate engagement from the audience. So, working with food influencers on giveaways and contests will help you gain edge in the market.
Consistently Track Food Influencer Campaigns
Content is undoubtedly king on social media, but unless you are consistently tracking your campaigns, all your efforts are in vain. It’s important to know if your influencer marketing investments are reaping any returns or not. Learning about the response to your campaigns will help you a great deal in improving and building better ones.
This also takes us to the last and final part of this guide to influencer marketing for F&B industry. We will now find out how to track and measure food influencer marketing campaigns.
How to Track Food Influencer Marketing Campaigns: Measuring Food Influencers’ Performance
If you thought finding influencers gets easier with influencer marketing platforms, you’re in for a pleasant surprise. Influencer marketing platforms like Unbox Social help you measure influencers’ performance as well.
Once you’ve got your influencer marketing campaign up and running, you can start keeping track on them. With Unbox Social, you can view how each of your influencer campaign posts are performing. At the same time, you can generate full influencer marketing campaign reports. The idea is to assess how much traction are the influencer marketing campaigns generating.
Right from measuring influencer engagement to other important metrics, the influencer marketing platform by Unbox Social helps you capture all these details. With this intelligence , you can identify gaps in your campaigns and build high-ROI influencer campaigns.
Working with Food Influencers : The Final Word
There is no dearth of food influencers out there. If you’re a brand in the F&B industry, there is enormous scope in terms of campaigns as well as content. There’s a lot that you can do with food influencers.
But,here’s the thing – finding the right influencers for your brand can get tricky for sure. An influencer marketing platform such as Unbox Social definitely comes in handy here.
So what are you waiting for? Begin your search for food influencers with Unbox Social. Sign up, now!