In the dynamic landscape of restaurant marketing, collaborating with influencers has become a potent strategy for reaching new audiences and enhancing brand credibility. Collaborating with influencers allows restaurants to tap into established communities and build authentic connections with potential customers. To make the most of this powerful marketing approach, here are six essential tips for working with influencers.
Define Your Goals and Target Audience before engaging Influencers:
Before diving into influencer collaborations, it’s crucial to define your marketing goals and identify your target audience. Understand what you aim to achieve, whether it’s increasing brand awareness, driving foot traffic, promoting a new menu item, or engaging with a specific demographic.
Once your goals are clear, identify influencers whose content and following align with your restaurant’s values and resonate with your target audience. Whether they specialize in food, lifestyle, or local culture, choosing influencers with a genuine connection to your brand ensures a more authentic and effective partnership.
What’s your budget? To pay or not to pay:
Many influencers who have worked hard to cultivate a following and have begun to get numerous invitations from restaurants will have a price they charge for visiting your restaurant, capturing content, editing that content, and posting it to their social media platforms. While some influencers are simply in it for the fun and experience, many are in it to make money, and that’s their prerogative. Contrary to what many people may think, there is work that goes into creating content and influencers sacrifice their evenings and weekends to travel to your restaurant and hours afterward putting together captivating content.
When you decide to hire an influencer, make sure they are a good fit for your establishment and that you ask them for some proof of results that they have delivered for other restaurants. Asking for some screenshots of their Reel ‘Insights’ is perfectly acceptable. You want to see a good amount of engagement, meaning comments, shares, and saves. And if all of their comments are from other influencers and you see they get very little in the way of shares and saves, you should probably keep looking.
There are many influencers with smaller followings, sometimes called Nano and Micro-influencers, who may not charge a fee but will expect a complimentary experience at your restaurant. These partnerships can be valuable if you see that their content gets good engagement and they are local to the area. To learn more, check out this helpful article on the Types of Social Media Influencers.
According to Shopify, these are the ranges of fees based on follower count. Nano-influencers (500–10,000 followers): $10 to $100 per post. Micro-influencers (10,000–50,000 followers): $100 to $500 per post. Mid-tier influencers (50,000–100,000 followers): $500 to $5,000 per post. Macro-influencers (100,000–500,000 followers): $5,000 to $10,000 per post.
While this is good to have as a reference, we have seen fees vary widely. We have seen Influencers with 30K followers charge nothing but a free meal to charging up to $700. Influencers who do not have to travel far to your restaurant, will be easier to engage for free. Remember that these are busy people fielding many invitations every week. Make your invitation as interesting and exciting as possible and always include a +1.
Authenticity Over Numbers:
While follower count can be enticing, prioritizing authenticity over sheer numbers is paramount. Micro-influencers often yield great results in terms of audience trust and engagement. A well-crafted Reel can also reach far beyond the follower base of an Influencer. Look for influencers who cover your area and type of restaurants. Followers of an Influencer who spotlights pizza joints will be more invested in the content that aligns with their interests. Some influencers lean toward bougie, high-end experiences, while others like to sample food in their cars. Reach out to those who fit your brand.
Look for influencers who genuinely enjoy your restaurant’s offerings and can communicate their experiences authentically. Authenticity builds credibility and fosters a connection between the influencer and their audience. A smaller, engaged following is more likely to translate into genuine interest and action from potential customers.
Build Relationships and Provide Value:
Successful influencer partnerships go beyond one-time collaborations. Building lasting relationships with influencers can yield ongoing benefits for your restaurant. Invest time in getting to know potential influencers, understanding their preferences, and aligning your brand with their content. Check out this collab with taliercios and MegThings_. The restaurant named a sandwich after the Influencer which garnered a great reaction from her followers.
When working with influencers, it’s essential to provide value beyond monetary compensation. Offer unique experiences, such as exclusive tastings, behind-the-scenes tours, or special events. By providing memorable experiences, you not only strengthen your relationship with the influencer but also create compelling content opportunities that resonate with their audience.
Be Transparent and Establish Guidelines:
Transparency is key to a successful influencer marketing campaign. Clearly communicate your expectations and guidelines to influencers from the outset. This includes the key messaging you want to convey, any specific hashtags or mentions you’d like them to use, and the overall tone and style that aligns with your brand.
Encourage influencers to disclose their partnership with your restaurant transparently. Authenticity is crucial, and audiences appreciate influencers who are open about sponsored content. This transparency not only builds trust but also ensures compliance with legal and ethical standards in influencer marketing.
Track and Measure Performance:
To gauge the success of your influencer marketing efforts, establish key performance indicators (KPIs) and track relevant metrics. Monitor engagement rates, follower growth, and the impact on your restaurant’s online presence. Tools such as social media analytics platforms and unique tracking links can provide valuable insights into the effectiveness of your influencer collaborations.
Regularly assess the return on investment (ROI) by evaluating the increase in foot traffic, online orders, or social media following during and after influencer partnerships. This data will not only help refine your future influencer strategies but also quantify the tangible benefits influencers bring to your restaurant’s marketing efforts.
In conclusion, working with influencers is another tool in your marketing toolbox. It should definitely not be the only thing you are doing to market your business. By defining goals, prioritizing authenticity, building lasting relationships, fostering transparency, and tracking performance, you can harness the power of influencers to elevate your restaurant’s brand and connect with a broader audience. As the digital landscape continues to evolve, influencer marketing remains a dynamic and effective tool for staying relevant and resonating with your target customers.
