How to Use Influencers in Your Restaurant’s Social Media Strategy

February 20, 2018ScooterMediaInfluencer Relations, Social Media

Influencer marketing has seen incredible growth in the social media space throughout the past few years. Social media influencers often partner with brands, products, and restaurants in order to spread awareness to their audience. This audience creates even more impressions for the brand, which is why these partnerships can be so beneficial.

With just a bit of research and a creative pitch, these partnerships can be a win-win for both restaurants and influencers.

Find the Right Social Media Influencer for You

There are many influencers out there. Some specialize in lifestyle brands, others work more in the tech field, and still others are best-suited for restaurant promotion. Start by researching influencers in your restaurant’s desired market. Scour the influencer’s social media profiles and blog sites to see which types of content they create and what industries they specialize in so that you can find the perfect fit for your brand.

Do the influencers frequently work with restaurants? If so, do they post reviews or host giveaways? These will be important questions to answer as you move into the next stages of partnering with these influencers.

Get to Pitching and Get Creative

This influencer worked with a restaurant on the launch of a Lenten menu special and hosted a Facebook giveaway for her readers.

Now comes the fun part! You get to pitch your selected social media influencer.

Don’t be afraid to get a little creative with what you suggest in your pitch. For example, influencers are often willing to host giveaways on their social pages. These will require gift cards for the giveaway winner, but if your restaurant is willing to spend a little money you could see very strong engagement and interactions on social in return.

If you would rather spend your money in a different way, suggest the influencer dine at your restaurant with a gift card you provide and then have them post about their experience.

There are ample opportunities for influencers to cover the meals and experiences you offer—you just have to be willing to ask.

Get a Little, Give a Little

While influencer partnerships don’t always involve a monetary exchange, most influencers don’t work for free. Whenever you pitch an influencer, include what you’ll provide for them. When it comes to restaurants, this often includes a free meal, gift cards, etc. It could even be as small as agreeing to promote the influencer’s blog on your restaurant’s social media pages, or giving them the first access and coverage of big news.

The benefits desired will vary from influencer to influencer, but influencers will be much more likely to work with your brand if you are clear and concise about what you are able to offer them.

Make Your Influencers Count

This blogger worked with a Tom+Chee restaurant during the grand opening of a new location in Oklahoma City. He incorporated a blog post, photos, and even a video.

You don’t always have to partner with influencers; however, there are some occasions that might be the perfect time to incorporate them into your social media strategy. If your restaurant is opening a new location or launching or a limited time offering tied into a specific holiday, consider utilizing influencers to amplify your promotion — for example, perhaps through a “12 Days of Christmas” concept.

Once you start strategically planning your influencer partnerships, your customers and the influencer’s readers will start to expect and plan for it, which helps builds buzz around your brand.

Although influencer marketing is a relatively new concept, it doesn’t have to be intimidating or overwhelming. Use the tips and tricks above to jump-start your influencer strategy, and hopefully your restaurant will see the delicious ROI that you desire!