A Look at Influencer Marketing for Food and Drink Brands - Saulderson Newsletter - 16th March 2023

WELCOME!

As always, we're happy to share our FREE Influencer Marketing Guide. You can pick up a copy?here?by signing up to our mailing list.?

Influencer marketing can be a very effective way for food and drink brands to reach and engage with their target audience.?However, you have to remember that influencer marketing is not a one-time event but a long-term strategy. Building relationships with influencers and consistently creating valuable content will help your brand stay top-of-mind with your target audience.

The Difficulties for Food and Drinks Brands

It's vital to understand that not every food and drinks brand is the same. Each requires a carefully curated strategy. These are the key elements to be focusing prior to starting a campaign:

• Target Audience
• Existing Customer Base
• Where the Product is Being Sold
• Brand Messaging

How to Implement Influencers

Unfortunately influencer marketing isn't one size fits all or else we'd just pay random creators and all be viral. Every campaign has to be designed with the previous points in mind.

• Lifestyle - Lifestyle creators are usually the most obvious choice. This reaches a broad, general audience. Meaning that your product can be massed marketed. However this requires further segmentation as metrics from demographics and psychographics come in to play.
• Gaming - Marketing using gaming creators is definitely in-trend and reaches a dedicated audience with cult fans. Products typically remain popular and there a few barriers to entry such as competitors already thriving in the space. Through these creators you can maintain long-term partnerships and are in a position where you need to build solid relationships with creators.
• Other Niches - There are many more niches in the influencer space that might work for your brand. It's crucial you're aware of what they are as they might be perfect for you.

Influencer Marketing Styles

As a brand you need to have tested these types of campaign styles to see which is ideal for you.

• Micro/Nano Creators - Authentic and community based, influencer marketing using micro and nano creators spreads awareness and thought about your product like nothing else. It populates videos relating to your brand and leans on word of mouth. Once you hit the ideal target market, engagement will skyrocket and so will conversions.
• MEGA Creators - Big names, throwing their audience throw publicity stunts. These types of partnerships are high risk/high reward as the audience could take a miss. The product must resonate with the creator and their messaging otherwise after a lot of spend you could be left with low conversions. However, if executed well this could bring a very high ROI to your brand.
• Integrations - For high budgets, using multiple macro sized creators can bring a consistent and ever-flowing ROI to your brand. This means utilising creators with high viewership that are all in the same niche.
• Short-form - This is using TikTok, Reels and content that has a chance to get pushed to new audiences. Some creators are masters at going viral all the time.

Valuable Notes

• Relationships with creators matter
• The creative can make or break the campaign
• Target Audience
• Consider the Purchase Journey

If you're looking for influencer marketing campaigns for 2023 make sure you get booked in with us as soon as.?

LINKS TO OUR GUIDES:

• Viral TikTok Strategy
• Essentials for Finding Influencers

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Thank you for reading our newsletter, we hope you have a wonderful rest of your week! Again, we'd like to remind you to pick up our?FREE Influencer Marketing Guide.

Be sure to check us out further on our social channels bellow. As well as that if you’re interested in learning more about influencer marketing be sure to drop us a line at [email protected]