In digital marketing today, one of the buzzwords is ‘influencer’, which refers to an expert in the niche with a significantly large number of followers. Influencers once meant only celebrities and established individuals who do creative work, but nowadays, it is not uncommon for a person to create personalised content or offer expertise and become an influencer -
Personalised content means that the influencer will use their own style of presentation such as humour, graphics, or video editing, which will generate a buzz. Influencers have become powerful marketing vehicles for brands, and it is no different in the food industry. With a variety of options available to consumers, restaurants are utilising influencers to target the end consumer.
Whether you are an online food delivery business or a full-fledged restaurant in UAE, online marketing with the help of strong influencers is very useful. With changing restaurant technology and evolving guest preferences, it is important to keep the consumer updated about the latest industry trends. In general, anyone with a following between 1,000 and 100k is good to collaborate with for restaurant marketing.
Staying ahead of the game
As technology-enabled platforms such as YouTube, Instagram, Snapchat, Facebook and Twitter continue to make inroads, the competition on social media will rise further. As such, most successful companies are able to make 80% of their sales from only 20% - 25% of their customers who spend big. In spite of their best efforts, only a fraction of people turn into customers.
If you are a UAE-based food brand and wish to find customers on social media, you need to be absolutely sure that you can implement your restaurant marketing campaign with intention, not impulse. We must briskly move past the myth that any type of content will sell easily.
The most talked-about brands know the value of putting good content on these platforms. Impactful content will propel the users to make a purchase or buy a service. It requires tremendous effort to create stellar content on apps for people to order online or eat at your restaurant. There is no one-size-fits-all approach for content that converts every single person on social media into a lead. If you wish to land at least a substantial fraction of leads, you need digital creators, commonly known as influencers, to make content that is worthy of promotion.
What type of content is popular on social media?
Sponsored content about the products that we consume is gaining a lot of popularity. It takes time to create a post or video, but the impact should be strong. Influencers may have to incur personal expenses for it, but popular influencers are compensated in thousands of dollars. Posting smartly can earn an influencer anywhere between $1000 to $5000, according to a source. The big league of influencers may earn anywhere between $8,000 and $10,000 per post.
Popular social media content apps
In UAE, YouTube became the most popular social media platform with roughly 8.65 million users in mid-2020. Facebook had an active user base of 7.7 million users, followed by 6.8 million users on Instagram, 5.2 million users on Twitter and 4.42 million users on LinkedIn.
In the social media space, most bloggers chronicle their culinary adventures by way of photos, videos and even write-ups on their personal, award-winning websites.
Usually, most influencers run more than one channel and a website. Here is a list of the top influencers who delight their audience with amazing content about the Emirati food scene.
- Kim & Den (@wheremyfoodat)
- My Custard Pie (mycustardpie)
- Sana (sana)
- Samantha Wood (foodiva)
- Dubai Tastes (Dubai Tastes)
- Happysteps Vlogs (Happysteps Vlogs)
The future of influencer marketing
In UAE, the future of influencer marketing is bright, with 85% of millennials who claim to track at least one social media influencer for advice, tips and ideas. Moreover, 73% of Emiratis have bought a product or service which was advertised by an influencer.
Influencers are wonderful additions to brands’ marketing efforts but they have a responsibility on their shoulders, which implies that they should not use the power they have for stirring something negative. The demand for influencer marketing will continue to rise, and that is because consumers tend to trust influencers more easily than traditional advertising.
Work with influencers who are honest and authentic, share the same values as you, and are able to grasp the vision you have for your brand. It doesn’t just mean interacting once or twice, but working with them to create a proper relationship that builds over time. The more interaction you have, the more comfortable they will become with your product and understand exactly how to advertise.
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