Food is one of the most popular subjects on social media. How many times have you been scrolling on Instagram and seen your favorite public figure showcasing a new snack, food brand, or home meal service? You think to yourself, well, it must be good if that is what they’re eating. The use of influencer marketing appears almost seamlessly in our daily social media usage. Having influencer marketing is a stand-out variable that can set your brand apart on social media. According to EventBrite, 77% of people value user-generated Instagram photos over commercial photos when making a purchasing decision.
One way to make your food brand stand out is by using influencer marketing. Influencer marketing promotes your brand or product by using the endorsement of a content creator, social media figure, or anyone with the ability to influence others. These influencers take to their platforms to promote and display their use or approval of your brand or product. A domino effect occurs when this influencer’s following is then more interested in trying out or promoting your product. This is beneficial for both your brand and the influencer as they can make money and potentially other partnerships by promoting products. The more following that the influencer has, the more people your brand can reach and therefore persuade to purchase from or support you. Using influencer marketing is a win-win way to gain customers while helping a social media figure grow.
Here are some of the keys to successful influencer marketing to ensure your food brand stands out on social media:
1. Determine your target market
Are you marketing a quick grab-n-go snack for the busy parent or a food brand rooted in sustainability? Is your product plant-based? Consider the essential aspects of your food brand to figure out what market you want your product to reach. With such a wide variety of influencers today, there is sure to be the perfect content creator out there to market your product. From micro-influencers to macro-influencers, different figures have the following and reach to market your food brand far and wide.
2. Consider platform choices
Certain food brands thrive on specific social media platforms. While Instagram is a popular platform for influencer marketing, it is crucial to consider all options. YouTube, Twitter, Facebook, and Pinterest are other platform options that can house influencer marketing and make your food brand stand out. Make sure to repost the influencer’s content to the brand’s account to get maximum reach.
3. Consider your budget
Influencer marketing isn’t cheap, and you need to be aware of how much you have to spend on this before deciding to contract with an influencer. According to AdWeek, “Influencers with more than 100,000 followers can earn close to $800 per post.” Depending on the influencer’s following, they might have a set rate for promotions or require some percentage of the sales made off of their post. It is essential to consider what kind of budget you have to spend on influencer marketing before deciding who you would like to promote your food brand.
4. Be clear on expectations
It is vital that any influencer marketing stays in line with your company’s mission, values, etc. but reflects the influencer’s style and liking. Before committing, make sure that the influencer understands what kind of content and how often they should post. Influencer marketing is a two-way street that involves content creators posting about brands they love while being a source of marketing materials for the brand.
With these keys in mind, you can create and customize an influencer marketing campaign that aligns with the values of your food brand and increase sales and publicity. Influencer marketing can be the key to seamlessly reach your target market and make your food brand stand out on social media. The power of influence is strong, and it is in your food brand’s best interest to use it to your ability.
If you have any questions about implementing influencer marketing into your social media strategy, please reach out to the NewPoint team. Also, if you are interested in more food brand marketing topics, please visit our Food for Thought page or check out NewPoint’s Patrick Nycz’s book: Moving Your Brand Up the Food Chain.