How To

Influencing the Influencer: Giving pubs and restaurants a taste of the influencer buzz

by Alana Castle |

The world of bloggers and social media influencers is rapidly growing and doesn’t look like it’ll be slowing down any time soon. It’s fair to say that people are paying attention to these online trendsetters with a whopping 71% of people more likely to purchase based on social media recommendations.

Unsurprisingly, food content makes up a huge part of the social media and blogging landscape, meaning there are plenty of opportunities for pubs and restaurants to get a slice of the influencer action.

Can social media followers translate into table bookings?

By tapping into the ‘blogosphere’ through food reviews and social media posts brands can benefit from the hyper-local and targeted audience of the blogger to gain local credibility.

Our work with brands including Son of Steak, Toby Carvery and Stonehouse Pizza & Carvery has shown that a follow up blogger review after a reopening or new menu launch is a great way of generating coverage for individual sites to create a local buzz.

As well as blog posts, the influencer’s social media channels are also ideal platforms for pubs and restaurants to show off their offering. After all, there’s nothing like a mouth-watering foodie Instagram post to get people interested in visiting for their next meal out.

Is it all about big numbers?

Bigger isn’t necessarily always better when it comes to food and lifestyle influencers. Although a huge following can look impressive it’s important to recognise when a smaller, hyper-localised following can achieve more targeted results.

Food reviews are a great example of an activity where local ‘micro-bloggers’, with a social following of between 1,500 – 10,000, can work best. This means a greater number of those reached will be based in the same area as the influencer and are more likely to be tempted to come and try out the menu for themselves!

How do you find the right influencer?

As with most things, there’s no one size fits all solution for working with influencers. The most valuable thing that an influencer can give you is their following, so it’s important to make sure that both their content and following aligns with your target guest base and brand messaging.

For restaurants with a family focus Mummy blogger’s make for the perfect partnership, as our outreach work for Toby Carvery has shown.

New menu launches can provide the ideal opportunity to work with a more targeted influencer. We supported the launch of Vintage Inn’s new vegan menu by inviting vegan influencers for food reviews and Instagram takeovers, resulting in some fabulous coverage and social content.

There are so many exciting opportunities for successful content in the world of social media and blogging. To find out more about how we can help brands engage with audiences through influencer outreach take a look here.