All Your Influencer Marketing Questions Answered
Is influencer marketing worth it for your restaurant? In short, yes. But why?
First off, both Instagram and TikTok have, in a manner of speaking, suggested it's a best practice. I don't know about you, but I clearly appreciate being given direction.
And it makes sense right...if other people, including guests, are talking about your business that shows their algorithms that people are interested. But that's also called word of mouth!
Influencers are like mini media channels. They have created an audience of people who are interested in their content and recommendations. Will those followers go to every restaurant they recommend, no, but they're looking for something that will pique their interests.
In that regard, influencer marketing is a good top of funnel channel for awareness.
As someone who helps restaurants with their marketing but is also a content creator / food influencer, I get asked a lot of questions about influencer marketing. So to help you, I've put together an
INFLUENCER MARKETING FAQs:
IS INFLUENCER MARKETING WORTH IT?
YES.
Influencer marketing has several benefits:
1. The more influencers you have shaving content about your business, the more it will encourage your guests to share their content. Its a compounding effect.
2. Influencers generally have pretty great looking content, which you can repost (always with credit!) and share to your stories.
3. They help you to tell your story and share your food through someone else's perception.
DO I HAVE TO PAY INFLUENCERS?
No, but you shouldn't be afraid to either.
Do you want your guests to pay you for your food? That's rhetorical...
Creating great content for social media takes a lot of work and there are costs involved. I'll use me as an example.
If I have to travel into NYC there is time, tolls, transit fees, parking etc. If it's in NJ, I have tolls, gas, etc.
Good influencers tip and that's money out of our pockets. ** Pro-tip ** you tip the staff and tell the influencers not to worry about it, especially if the exchange is just a comped meal.
I can't speak for other influencers, but I spent on average about 90 minutes to 2 hours on my Tiktok's and reels.
How much would you charge someone for 3-4 hours of work including expenses? Just keep that in mind.
HOW DO I GET INFLUENCERS FOR FREE?
Pretty straight forward...ask! Let them know you are offering a free meal or experience in exchange for content.
And what if they say no, they charge for that?
Just politely say something like "thank you for letting us know. We respect that but at this time don't have a budget for sponsorship. If you are interested in a comped meal, you are always welcome. Just reach out and let us know you'll be in the area."
HOW MUCH SHOULD I PAY INFLUENCERS?
Whatever budget you had in mind when you reached out to them. Seriously. Before you even reach out, have your budget in mind so that you can shorten the process for both you and them.
It does depend on the scope of work you are asking for. By example, a couple of stories should demand a lower budget than an infeed Instagram reel, TikTok post, 3 instagram stories and a review on Google. Makes sense.
Start with $100-$300 and see where that gets you.
Here's an article that might help you go a little deeper.
HOW DO I AVOID OVERPAYING INFLUENCERS?
If you want to over pay...ask for their rates. Trust me, this is a mistake.
As a content creator, I like to stay flexible and generally want to be in the energy of saying yes. If you elongate the process, it's more frustrating for both sides.
Don't ask for rates. Just offer a budget if they ask for pay or take the very straightforward route and just be forthright in what you have to offer.
What if they ask for more? Up to you. Most influencers are negotiable.
HOW MANY FOLLOWERS IS WORTH IT?
This is the wrong way to look at it. Does their content look great or better than yours? Great. You can share it with your followers. In this case, follower count means nothing -- you now have great looking photos or videos of your food.
Here's what you should care about:
Does their content look good?
Does their style and audience look like a fit for your business?
Do they have followers in your area?
What does their engagement rate look like?
Are they friendly and easy to work with?
If you hit 5 out of 5 yes's to the above, its a fit!
HOW DO I FIND LOCAL INFLUENCERS?
I guarantee you know of a restaurant near you or near one of your locations that is getting attention from influencers. This is a manual process, but it's worth it. Go see who is tagging them on Instagram and if it's looks like an influencer, it is. Send them a DM.
Want to shortcut the process? Most influencers know other influencers in the area. Ask them if they suggest any other influencers they would recommend.
Want a guaranteed bullseye? Offer that influencer money to coordinate a tasting at your restaurant with influencers. That will save you a lot of time.
HOW SHOULD I REACH OUT TO INFLUENCERS?
Seriously, I could write a book. If it's worth doing, it's worth doing right and you would be surprised how many restaurants take lazy shortcuts
DO NOTS:
Send a DM that just says "lets collab!" or "you should check us out."
Tag them in your content without establishing a connection via DM conversation first. This is a HUGE pet peeve for content creators
Reach out from your personal account and invite them in without telling where the restaurant is, what you serve and sharing the screen name.
DOS:
1. Follow their account.
2. Look at their content and engage with a few posts. You can simply like 3-5 posts but I'd suggest maybe a couple comments as well.
3. Send a nice DM and tell them what you like about their account.
4. Be direct about what you are looking for when you message them.
5. Be polite, friendly and welcoming.
6. Include the details.
Here's a sample message that you can model:
Hey [FIRST NAME]
Just started following you. We really like your style. That post you shared on [OTHER BUSINESS] was great [HERE IS WHAT I LIKED ABOUT IT].
My name is [YOUR NAME] and I am the [OWNER, SERVER, GM, MARKETER, AGENCY OR WHATEVER YOUR RELATIONSHIP IS TO THE BUSINESS] of [RESTAURANT NAME + @SCREENNAME]. We are [1-2 SENTENCE DESCRIPTION ABOUT YOUR BUSINESS].
Would you like to come by and try some food? We offer comped meals in exchange for content posted on your [SOCIAL MEDIA CHANNEL].
If that's of interest, please let me know when you would like to come by and I'll take care of it.
Thank you
[YOUR NAME]
***
Here is the EXACT script I use at Handcraft Burgers and Brew:
Hi [FIRST NAME]
Your post on [RESTAURANT NAME] came up in my feed. Looked great. Made me check out your profile. Great stuff!
Me and some friends own a small Burger shop hidden near Bryant Park, @handcraftburgers.
We served fresh, never frozen, @certifiedangusbeef smashburgers, fries and loaded tots.
Can I entice you to come enjoy some any time soon?
Thanks!
Rev
WHAT IF THEY SAY YES, WHAT DO I DO?
Be specific about asks and explain in advance.
It's important that they have an idea of what to expect.
In your reply include:
- Confirmation of date and time.
- Who to ask for when they arrive.
- What is expected / requested
- About the brand.
- Any required hashtags and @screenames to tag
- Do you want a collaboration post on Instagram? (you should!)
Don't leave questions hanging and set the tone for what you would like to come out in their content to help direct the narrative.
Here's what we do at Handcraft Burgers & Brew when it's an in kind exchange:
You are all set. Just announce yourself when you arrive.
I'd suggest 2 main items (burgers, chicken sando or ripper aka deep fried hot dog), an order of fries and an order of loaded tots.
Couple things to note:
All burgers are made from fresh, never frozen, smashed @certifiedangusbeef patties.
Our fries are cut in house and made with fresh chipping potatoes, the same potatoes to use some of your favorite potato chips. The fries will feel like french fries but taste like potato chips. That's exactly what we were going for.
All sauces (other than ketchup) are made in house.
We are almost 100% digital so guests are encouraged to use their phone to order ahead or if they choose, our in store kiosks.
Please be sure to make us a collaborator on your in feed posts.
Hope you enjoy!!!!
Thank you!
Rev
WHAT DO I DO AFTER THEY POST?
Be friendly!!
- Like the post
- Comment on the post
- Share to your stories
- Send a thank you via DM
IS THERE A SHORTCUT FOR INFLUENCER MARKETING?
Yes!! There actually is!! Check out Guru Club.
Guru Club makes it easy by giving each of your guests a simple way to share their experience with their friends on Instagram by giving them a small reward.
Once guests enter your restaurant or receive a delivery order, they are encouraged to share photos or videos of their experience on Instagram stories and by tagging the brand to receive an instant reward.
As soon as they share the content, a reward that you determine, populates into their direct messages with instructions on how to activate the reward.
Through the redemption process you can collect customer data like name and email address.
Now all of your guests are influencers!!
My best advice, if you are going to start working with influencers, think of it as an "always on" channel. It's only effective when you do it all the time and I'd suggest finding 5-10 influencers who REALLY get your brand and make great content. Invite them back and back and back again and again (without being annoying).
And if you are a multi-unit brand, just hire an agency. Trust me, this is a hard and manual process and you are better off just having a team who does this all day do it for you.
David "Rev" Ciancio is a co-owner of Handcraft Burgers & Brew and also a Brand, Customer & Technology Evangelist. Rev helps tech and software companies generate more leads, quicken the sales cycle, create memorable customer journeys, all while building fervent brand ambassadors and growing business & sales. He helps restaurants to make tech decisions and to create guest acquisition and retention marketing that works. Get more marketing tips from Rev at #revsmarketingtips. If you ever have questions about restaurant marketing, just email me.