Restaurant to get more customer through a power gourmet influencer
Brands, are you sure you have found the right influencer for your industry?
In recent years choosing a restaurant has become easier compared before, people will search for restaurant on social media before they go and look at reviews or even read articles for reference.
Restaurants found these trends and started cooperating with gourmet influencer to promote their brand. But, are we sure that the influencer is effective in food industry? Follow AsiaKOL to see the last 3 months gourmet influencer in Taiwan posts and track what kind article people likes, who are the more influential KOL.
From the above you can see that a lot of influencers crosses industry, they are based on cosmetic, funny, art, and travel, etc., which all cross to food industry as well.
According 2018 "i-Buzz research" report which a marketing campaign normally invites 30 influencers for exposure. But the food industry scope normally averages higher others. Therefore, you can imagine how related the food industry and gourmet influencer are.
Sponsored and unsponsored has almost the same percentage of post. Unsponsored post a generally unboxing post.
AsiaKOL analysed the last 3 months of data and found that sponsored gourmet influencer post and unsponsored post are quite equal. Out of 1,874 posts on YouTube & Instagram, 45% shows that it is a sponsored (total 841 posts) which includes brand cooperation (totally 405 posts), lucky draw (88 posts), article (60 posts) and product link (20 posts. Some of the sponsored posts on YouTube & Instagram uses a mix method. For example: lucky draw with brand cooperation or gifts sponsored by brands, etc.
Analyzing the sponsored posts, Posts from influencer with brand cooperation has the highest engagements. These methods of promotion allows the influencer to focus on creating content and brand promotion as they receive support from the brands. Money or gift for lucky draw, these methods are eye catching. In fact, if post content does not have enough attraction, it is very hard to expose the brand to people in social media. Here are 3 tips:
1. Title has to be eye catching
In gourmet influencer posts, you would often see key words like “personal hotspot”, “links”, “Must try”, these are the top 3 titles. When You have a good title, you can get a good review.
2. Cross industry, make your social media influence scope bigger
According to AIE (Asia influencer …) data, 14 persons of top 20 gourmet influencers are cross industry (travel, fashion, cosmetic, etc.) which means restaurant or foods client seeking suitable influencer are not only from gourmet influencer but also cross industry influencer to better reach a wider range of audience.
3. Profession gourmet influencer increased content relevance- Accurately hit the right audience
Content relevance higher than 4.0 (Highest point is 5) in top 20 gourmet influencer ranking, two persons are focus food industry. (茹茹的口袋名單、傑克 Jack 台北|台南美食) they have same method where they have nice photos, clear price range and shop information. Focused food industry can accurately hit the right audience.
The market trend now it to find influencers who has big influence on audiences. So, it is important for brands to take note on social media’s trends. Follow the 3 tips shared and you will help your brand reach your audience.
If you are not clear about your targets and strategy, it is very difficult to make a post viral. Selection of influencers is difficult and time consuming, Let AsiaKOL help you with our AIE data analysis and experiences in the social media marketing. Let us make your business successful.
