Everything Brands Need to Know About “Foodie” Influencers
Thu Nov 15 2018
In this 4-part series, we’re exploring proven best practices and influencer marketing strategies for food and beverage brands. Need to catch up?
Part 1 - Influencer Marketing Best Practices All Food and Beverage Brands Need to Know
Part 2 - 3 Food & Beverage Brands With Mouth-Watering Influencer Marketing Strategies
Now, in part three we’re diving deeper into the world of food-focused influencers.
What does it really take to cook, perfectly display, and photograph a mouth-watering meal that leads to thousands of likes online?
Of course, every individual influencer has their own preferences, personality, and content style. But if you’re a food and beverage brand looking to tap into the foodie community on social media, here’s a few general things to keep in mind when working with food-focused influencers.
The foodie community is very engaged
Consumers look to foodie influencers specifically for recipes and recommendations, especially in the vegan and vegetarian sub-communities.
Unlike people who follow, for example, fashion influencers for styling and inspiration tips, people who follow foodie influencers are following for discovery rather than inspiration. A survey by Facebook found that82% of millennials indicate they look online to plan their next meal, and 86% try a new restaurant after seeing food-related content online. Make it easy for consumers to find your products by ensuring that you’re providing influencers with links that they can include in their Instagram stories, blogs, and YouTube videos.
Foodie influencers make some of the best content…
When it comes to promoting food, high-quality imagery means everything. Have you ever seen an image that makes you literally taste the food through your smartphone? That’s the type of content that will have both new and returning customers racing to the grocery store to buy your product.
That means that successful foodie influencer invest in high-quality camera equipment to make sure they get appetite-inducing images of the masterpieces they create in the kitchen.
Professional equipment and setup mean that foodie influencers make some of the highest quality and most engaging content on the internet. In fact, when we repost influencer-generated content on the AspireIQ Instagram, the food content constantly receives the highest engagement from our audience, especially when posted around lunch or dinner time.
But they also charge more for it.
According to AspireIQ internal data, the average cost per engagement that influencers charge per Instagram post is $0.14. (See: How Much To Pay An Influencer for more information). Of course, this number varies based on a variety of factors, such as quality of content and, in this case, industry. We’ve found that foodie influencers charge an average of $0.21 per engagement. That’s a 25% increase from the overall average.
Why is this? We hypothesize that foodie influencers charge more for a few reasons. For starters, as previously mentioned, they invest in professional quality equipment in order to make the highest quality content and should, therefore, be compensated accordingly. Secondly, the foodie influencer community makes up roughly 8% of the influential community whereas fashion and beauty focused influencers make up about 50%. This means that there are fewer influencers in the industry to go around. Since supply is low, demand increases, thus giving foodie influencers the ability to charge brands higher rates.
They prefer creative control
Have you ever heard the phrase “there are too many chefs in the kitchen”? You wouldn't go to a restaurant and tell the chef how to season and prepare your meal. Well, the same principle applies when brands work with foodie influencers.
When it comes to creating collaboration terms, make sure that you’re giving foodie influencers the ability to flex their creativity when it comes to the types of recipes they create and how they capture their creations.
Foodie influencers are very in tune with their audience and their taste buds. They are very knowledgeable about what recipes will and won’t produce the most engagement on their social media channels.
They are very authentic
Foodie influencers have hundreds of brands reaching out to them on a weekly basis. Because they have so many options, they can be very particular about the brands they work with, especially if the influencer is vegan or vegetarian. Keep this in mind when you’re creating your influencer marketing strategy. Only reach out to influences who are on-brand and make sure you're considering dietary restictions and lifestyles when reaching out to influencers.
Next, we’ll introduce you to seven up-and coming foodie influencers perfect for your next campaign. Read it here.