How to Utilize Food “Influencers” in 2023

Brands adopted the popular method of reaching new audiences with influencers nearly a decade ago.?

We know that this type of marketing is powerful in the food industry,?but things are changing.?

A few years ago, a restaurant had their pick of fresh, influential personalities to help bolster their brand awareness.?

Now, most “food influencers” with real clout have dined?everywhere, posted about?everything, and essentially tapped this industry out.

My marketing executives and I are seeing the role of “influencer” evolving into “creator” -?individuals are focusing more on creating relatable content?than just posting sponsored photos of everything they eat.

This year, we’re making the best possible use of content creators at eggspectation by casting a wider net.?

• Rather than only focusing on foodies, we’re welcoming creators whose followings align with our target market. From lifestyle, to parenting, to young professionals, we’re not only partnering with accounts who focus on food.
• Additionally, we’re keeping it casual. Years ago, we had to curate every aspect of the influencer partnership: “Talk about this special; showcase this location; show off the mimosa flight”. Now, we work with the creator and empower their creativity to ensure their experience is catered to the audience they serve.

If you also run a restaurant or bar, here are two reasons why evolving your influencer marketing strategy is key:?

1. Increased Visibility and Credibility: Influencers are now mostly identified by the algorithm (and their followers) as salespeople. Working with content creators enables you to have a more realistic experience shown to the users you’re trying to reach.
2. Authentic and Relatable: The audiences are more likely to trust the recommendations of a content creator over a traditional ad or a paid influencer. Creators are more widely considered “real” and will disclose when posts are paid reviews versus their own opinions.

We're curious if you are also seeing this change in digital marketing and how you are evolving along with it.