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Everyone was aware of the power of influencer marketing for brands. Influencers offer engagement, authority, and brand understanding, and consumers are more likely to believe peer suggestions than brand endorsements. In fact, throughout the course of the upcoming year, two-thirds of marketing departments want to raise their budgets for influencer marketing.
Because food is so visually appealing, the beverage and food industries and influencer marketing work particularly well together. The ideal platforms for evocative visuals of drinks and food are social networking sites, blogs, and YouTube. Meal imagery is so powerful that a study discovered that simply viewing images of foodstuffs may adequately increase a hormone named ghrelin, which makes people feel hungry.
What if you are unable to afford famous names? Even if mega-influencers are the ones that frequently use influencer marketing, tiny firms can still gain from it. Reduced marketing spending might even result in some higher results. the micro-influencer comes in.
In What Ways Do Micro-Influencers Work, And Who Are They?
Micro-influencers are experts in their particular niche and often have approximately 1,000 and 100,000 followers. They offer greater engagement, issue authority, and perceived authenticity when compared to macro-influencers. They manage to have topic authority, which makes them less competitive (and therefore cheaper), but also more trusted by their target audience. It’s simple to venture into a micro-influencer movement, and beverage and food firms should take advantage of its benefits.
What Characteristics Distinguish Effectual Edibles Micro-Influencer Campaigns?
Because the beverage and food industries are so diverse, thriving micro-influencer movements in these industries can take many various forms. Let’s go through some important instances and see why they were successful as well as the errors they didn’t make.
Siggi’s Milk:
Skyr, a creamy Icelandic cheese frequently compared to yogurt, is a recent arrival to the American culinary world. One of the foremost to popularize it in the US was Siggi’s Dairy. They worked together on an influencer campaign to introduce their product to one of Holly Falke’s 1.1k followers, a nutritionist with a following in Texas.
For someone who appreciated the picture and tagged a friend who also likes yogurt, Falke offered four free samples of the breakfast delicacy.
What made it work:
Fans enjoy having an opportunity to win something material, especially something rare or unusual, and for the majority of Americans, skyr meets the criteria. A giveaway was an excellent approach to highlighting the various yogurt varieties. Additionally, Falke did an exceptional job at increasing engagement by inviting her fans to like and tag one another.
Orange Breeze:
Through her cuisine blog Love and Lemons, micro-influencer Jeanine collaborated with Almond Breeze to use their milk in one of her delectable recipes. For her 257k followers, Love and Lemons, a leading authority on seasonal, healthy cooking, rose to the occasion and prepared a rainbow noodle bowl with an almond-ginger vinaigrette.
In a preferably spooky way, this campaign incorporated a conventional ingredient—Almond Breeze’s Almondmilk Cashewmilk—in salad dressing. The creamy, vegan dressing included in the post received numerous comments, which demonstrated how well it performed. Who else would have thought to dress a salad with almond milk? 1,000 more people liked the great post than the typical Love and Lemon post.
What Made It Work:
The campaign successfully demonstrated a fresh approach to using a widely available, common item. Most people associate almond milk with cereal rather than as a flavouring agent in a savoury sauce. By presenting things in a novel way, Almond Breeze attracts readers’ attention and stands apart.
Silver Hills:
The family-run Canadian business Silver Hills Bakery came up with a new way to market their sprouted, organic bread and buns. Instead of paying micro-influencers to write blog posts or shoot photos of their crisp crusted bread, they simply asked their 9,123 Instagram followers to use the hashtag #silverhillsbakery to share images of their meals.
In response, hundreds of their bread-loving followers posted pictures of all the various ways they used Silver Hills loaves in their daily lives.
What Made It Work:
The idea from Silver Hills Bakery was so original and strong because it was so genuine. They merely requested to be tagged in the works of their followers rather than offering to pay or sponsor anyone to display their baked products.
Vegetable Creamery:
An innovative strategy was used by Vermont Creamery, a butter, and artisanal cheese producer. For a three-day cheese camp, they welcomed six food micro-influencers to Vermont.
Aysegul of Fool Proof Living told her 17.6k followers about the breathtaking surroundings and Vermont Creamery’s commitment to moral business methods.
What Made It Work:
Because the idea was so original, Vermont Creamery’s influencer campaign was incredibly memorable. The majority of comparable brands would request that the influencer post a photo of their iconic Gouda, but who would consider holding a cheese camp?
How To Locate Micro-influencers In The Food And Beverage Industries:
Benefits From Instagram:
Using Instagram hashtags is a terrific method to discover new potential influencers. Search for the topic you’re interested in, like #bbqnation, then look at the photographers whose photos stand out.
Verify If The Price Is Reasonable:
How extensively should you pay for your influencer? Before you say yes, take your time to study the normal costs. Bloggers that receive up to 100,000 per month impressions, for instance, generally make $250 to $500 per content posting.
Conduct An Audit:
Make careful to assess their levels of participation. A high following count does not guarantee future success as an influencer. It’s crucial to thoroughly review the influencers you collaborate with.
Guidelines For Developing Food Campaigns:
We have some suggestions for how you can organize the campaign parameters you give them if you choose to collaborate with food and beverage micro-influencers.
You consume with your visions first, as we’ve discussed previously, so pay attention to compelling pictures. Give the influencer some inspiration from Instagram if you want them to make an image or a video for you. Searching for appropriate hashtags, like #bakefeed, and sharing your favorite ones as inspiration are wonderful ways to achieve this.
List The Principal Dos And Don’ts:
While giving influencers creative license is crucial, make sure you also give them some specific instructions on the must-haves. Brands can detail their precise dos and don’ts on Dealspotr in a specific section.
Think About Providing Transparency Behind-The-Scenes Glances:
Customers can be connected to and won over through transparency. For instance, Kasama Chocolate explains to their fans every step of their operation, from harvesting to selling.
A Perfect Match Of Food And Micro-Influencers:
You are aware of the competitive nature of the beverage and food sector. However, it’s simple to identify several instances of identical brands employing micro-influencers in distinctive ways to differentiate themselves from the competition.