Food is one of the four essentials for everyone. Many people love to eat delicious food and enjoy going to restaurants that are accepted and recommended by many people. Therefore, at present, there is a career that is being watched in the social world and for food marketers or those doing business in restaurants, it must be given great importance, which is the career of Food Influencer.
What is a Food Influencer?
If we talk about what is the word “Influencer”, we can understand it simply that influencers mean a group of people who have influence on the world of social media. They may be experts in food (Kols: Key Opinion Leader) or celebrities, stars, internet idols or ordinary people who are accepted by a large group of people and are often able to persuade, guide or recommend something that makes the followers trust and follow easily. These Kols / Influencers will be divided into levels of trust according to the number of followers. The more, the more influence, as follows:
- Nano level has 1,000-10,000 followers.
- Micro level has 10,000-50,000 followers.
- Mid-Tier level has 50,000-100,000 followers.
- Macro level has 100,000-1,000,000 followers.
- Mega level has 1,000,000 followers or more.
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And each Kols/Influencer has different expertise, skills and methods of presenting content, such as:
- Influencer Beauty Influencer in the beauty industry
- Influencer Travel Influencer Travel
- Influencer healthy Influencer health
- Influencer Sports & Fitness Influencer in the field of fitness and sports
- Influencer Gamer Influencer in the gaming industry
- Influencer lifestyle Content influencer
- Influencer Fashion Influencer Fashion
- Influencer Photographer Influencer in photography
- Influencer Parenting Family / Mother and Child Influencer
- Influencer Technology IT influencers
- Influencer Entertainment Influencer Entertainment
- Influencer Environment Influencer for environmental conservation
- Influencer Food & Beverage Influencer Food & Beverage
Kols / Influencer distribution channels
The content distribution channels of most food influencers and Kols are mainly based on social media, such as Facebook, Instagram, YouTube, Tiktok. However, the channels are often different. Some may have Facebook as their main channel, some may focus on YouTube, some may have Tiktok, and some may post on all channels, which increases the chances of getting more followers.
Why are Instagram food influencers worth watching?
Since consuming content related to food and drinks is currently of great interest to consumers, many food bloggers have sprung up. However, the behavior of consumers viewing or consuming content has changed quite a bit from the past. People are no longer interested in long content or videos with long content. Instead, they focus on consuming content that is concise, fast, and eye-catching from the first 1-3 seconds. Therefore, presenting content in the form of images is the most suitable.
And Instagram (IG) itself is an online platform that focuses primarily on images and videos. If the IG influencer has expertise in taking photos that highlight the dish, it will help increase the interest of consumers. In addition, Instagram also has the Reel Instagram feature, which is a new feature used for shooting + editing various videos, no longer than 15-60 seconds, with the same usage methods, effects, and audio library downloads as the Tiktok application, plus the advantage of being able to post and present it as images. Therefore, it is considered a very interesting marketing tool and cannot be overlooked.
Why Food Businesses Need to Focus on Food Influencer Marketing
Here are some reasons why entrepreneurs and marketers shouldn’t overlook the social power of food influencers:
1. Food Influencer is a food influencer.
When opening a restaurant, taste is the most important thing, but if the food is not talked about or if you rely on customers who come to eat and spread the word, it may take too long. So who is the best to promote your restaurant than Food Influencers who have influence and can recommend your restaurant to a wide audience at the same time?
2. Helps increase the credibility of the restaurant.
Because these influencers are widely recognized, when they come to eat at your restaurant and tell others that this restaurant is delicious! It means spreading credibility, making their followers feel trustworthy, interested and able to convert to your consumers.
3. Save on advertising costs
Promoting your store through influencers can greatly reduce the cost of traditional advertising and also provide faster results.
4. There are various presentation formats.
Because each influencer has a different way of presenting content, especially the Instagram foodie group who often have attractive photography skills, helping your food look beautiful, delicious, and captivating to their followers.
5. Have a clear presentation channel and target group.
Most influencers have multiple channels to present themselves and already have a target audience of followers who follow their content. Therefore, posting content once can be posted on multiple platforms and you can be sure that people will be waiting to read your food reviews.
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