Food & Beverage
Restaurant Influencers Know the Best Places to Eat
Influencers usually grow a huge following by publishing photos or videos on their social media pages that interest a highly engaged audience, which ideally trusts their authenticity and knowledge. In the last few years, the concept of influencer marketing has emerged as an effective way of attracting new customers and engaging them.
Restaurant influencers make it their game to discover the best, newest, and most unique eateries wherever and whenever they travel. And when a trusted influencer gives recommendations or a good review about your restaurant based on their personal experiences, their followers are more than likely to take their word for it.
Why Restaurant Influencers?
While it’s still possible to open a local publication to find great places to eat or get good recommendations from a TV episode, there are much better and genuine ways of finding great recommendations. In this industry, word-of-mouth is as important as ever, and this is why many restaurants have started actively engaging with influences like restaurant reviewers and food bloggers.
Moreover, it’s cheaper to work with these influencers compared to other traditional forms of marketing, considering it hits the right customer base and has a relatively high ROI. The traditional way entails getting the top celebrities in the industry as brand ambassadors or running broadcast ads on TV and radio. This is not only expensive, but also only relevant to big restaurants targeting customers from various geographies. Influencers are much better suited for single restaurants targeting a local audience.
Keep in mind that these influencers have a niche following, which is often more specific to the locality. For instance, food bloggers of Chicago have most of their followers from Chicago. Collaborating with such influencers will have them posting pictures of your restaurant, talking about their experience, and putting up reviews on social media and various review sites. In turn, this will help raise your online visibility, and enhance the social credibility of your restaurant and brand.
It’s also quite easy to measure the ROI of your campaign. When the restaurant influencer posts about you and your food, you can expect to see a significant increase in your footfall for the next coming days. For example, if you collaborate with a blogger that has a huge following on Instagram, you can have them add a link to order from you online, which would allow you to track the number of orders. Similarly, if you have them put up a link to a specific discount page, you’ll see a measurable increase in the number of orders.
What to Look for in a Micro Influencer
There are a number of things to consider when working with a micro influencer:
Of course, the influencer and their content needs to match or be relevant to your brand. Their content should be aligned with the values of your restaurant, and be targeted towards your ideal audience.
The influencer also needs to be authentic, and have an authentic engagement with their followers. They need to be able to resonate with them, with the ability to relate. One good way to check the authenticity of an influencer is to check their follow to following ration. A good influencer should follow about 1% to 5% of their following. Otherwise, they probably have a diverse, non-targeted audience and haven’t built the loyal, engaged audience you want to market your restaurant to.
Your Personality and Objectives
Are you looking to attract new customers from a specific demographic? Will you need some demonstrations that would translate well in a YouTube video? Or would a nicely done photo of one of your dishes drive people in? answering these questions will help you narrow down the influencer and the platform that will work best for your restaurant.
Here’s a list of the Top Restaurant Influencers:
- Fit Men Cook: On his YouTube Channel, Kevin shares various recipes for both men and women who want to eat healthy meals without compromising the work they’ve put in at the gym. He has over 1.1 million followers on Instagram and over 374,000 YouTube subscribers
- Deliciously Ella: This 26-year-old food blogger focuses more on clean eating. She’s managed to build up to 1.1 followers on Instagram, thanks to her ability to post healthy, yet delicious looking food.
- Hannah Hart: Hannah has over 2.5 million subscribers, on YouTube, and is most popular for her “My Drunk Kitchen” video where she tried to cook while drinking substantial amount of alcohol.