Food has always been a social topic that brings people together, but with the growth of the internet and, more specifically, with the rise of online influencers, the ways in which we think and talk about food and all its possibilities have changed. Social media became a source of shopping inspiration. People are more likely to following friends and celebrities rather than brands. According to business analysts, brands are set to spend up to $15 billion on influencer marketing by 2022.
Food and beverage influencers are some of the most open-hearted social media personalities on the planet. They are curious, fresh, surprisingly creative, and even scientific, all at the same time. Michelle Goth is a great example. She is a Kansas City-based food blogger and influencer on Intellifluence. She describes herself as a working Mom who just try to keep the meals exciting to her family. Her philosophy is not just to make another random recipe, but to always find something meaningful. This mindset makes a lot of difference in quality. Blogging can be a great sales channel and an imperative part of every marketing strategy.
Influencer marketing is always drawing its energy from bloggers and content creators. Perhaps the most exclusive new-world food influencers are the online #foodie influencers that broadcast their food (and often beauty and travel) choices online to their followers. Brands enjoy working with account owners passionate about gastronomy and photography. Online food influencers are easier to reach than TV personalities for promoted content. Sometimes these influencers hold high social values, such as using only local vendors, vegan living, and advocacy for those suffering from eating disorders. They promote products in various ways, from a sponsored posts to video reviews or affiliate links, and the brands give them free products in exchange or will pay these dedicated influencers.
Like any other trend, food influencer marketing trends are changing too. It’s important to learn more about customer insights to see what actual trends are impacting the food industry. As a food blogger or a business marketer, it’s useful to know what your target audience wants to see so you can create engaging content that resonates with them. Instagram for example is is an excellent social media platform to look around for hot topics. It’s also a fantastic platform to showcase your best work. It’s an open stage where bloggers can post delicious-looking food pictures in an innovative way that attracts a large audience.
Food looks good on camera, especially when you have a charismatic chef in charge of cooking. That makes youtube foodie influencers outstanding and extremely popular. Social media platforms are constantly evolving and new platforms are always emerging. In the past few years, one of the biggest and most popular social media platforms would have to be TikTok, the video social networking platform with a huge focus on short video content. TikTok video recipes have managed to capture the eyeballs of many people, despite its few seconds video duration. We experience a boom in viral food hacks and recipes.
As competition for influencer attention rising, we’ll more than likely see bigger diversity among influencer targets, meaning we’ll see influencers at all levels – ranging from high-follower elites to low-follower up-and-comers – drawing attention from brands. All businesses ought to be very careful about sponsoring food influencers solely based on their follower count. Fake followers and bot engagement are very frequent these days. Micro-influencers on the other hand getting more and more popularity, because they aren’t typical celebrities, experts, or public figures, but their audiences are super-engaged with their content. As a brand is a good option to work with a highly-relevant micro-influencers because they can extend the reach and user engagement significantly.