Influencer Marketing Is A Natural Fit For Food & Beverage Brands
The food and beverage vertical has shaped a new landscape for brands. In a world where brand image, awareness, messaging, and perception are further layered in consumer demands for transparency, influencer marketing is a worthwhile investment in establishing trust online — all while supporting return on investment (ROI) goals.
This market is a fast-growing vertical that is expected to reach a global market value of $8 trillion by 2026. Business Wire attributes this growth in part due to a shift to natural ingredients, more health-conscious consumers, and the noteworthy influence of social media marketing practices on consumer purchasing behaviors, among others. Big Commerce estimates that purchase intent in the food and beverage industry has increased as much as 16%, a result directly attributed to influencer marketing.
But why is influencer marketing such a successful avenue? Let’s dig into the top reasons why the food and beverage industry thrives on social media, powered by influencers.
Why Do Food & Beverage Brands Thrive On Social Media?
1. Food & beverage content is suited to visual mediums.
It’s no secret that social media is driven by visual assets. Sprout Social says that short-form videos, images, and live videos are some of the most engaging types of in-feed video content. Its power has blossomed amid the rise of social platforms like TikTok, YouTube, Snapchat, Facebook, and Instagram, all of which have made these visual tactics hallmarks of their user experience.
Food and beverage content is perfectly suited to photography and video content since taste is so closely linked to sight. But it’s also multi-purpose. In addition to visual assets, recipes have a clear narrative that lends itself naturally to the written word. That’s why the pre-TikTok era saw such a prominent rise in food blogs. In fact, recognizable names like Ree Drummond (The Pioneer Woman), Angie Dudley (Bakerella), Helen Dujardin (Tartelette), Jeanine Donofrio (Love and Lemons), and Minimalist Baker (just to name a few!) started their careers by writing about the food they loved on their blogs.
Tips for activation: Motivate creators to think outside the box with visual assets with a flexible creative brief! You can also extend the life of your content by working with creators to add additional touchpoints like guest blog posts, live video appearances, and more onto their contract for additional compensation.
2. The demand for food & beverage content never ends.
Food and beverage is one of the most popular types of user-generated content (UGC) for as long as social media has been alive and well. In the late 2010s, fast-paced recipe videos from Tasty, Tipsy Bartender, and more made the rounds in a viral spiral that still lives on today. Not only is food universally relevant, but there are endless niches where food and beverage fit.
On TikTok, #Foodies has over 155 billion views and counting; #FoodTikTok has over 134 billion; #FoodTok has 48 billion. On Instagram, #FoodPorn has over 296 million tagged posts; #foodie has 234 million posts, and #foodstaghram has 155 million posts.
All of this to say, there’s no shortage of content! Though not all of it is produced by influencers, plenty of it is — and that means that brands can scale their influencer marketing programs in the food and beverage industry.
Tips for activation: Work with a large, diverse group of creators and optimize the selection process over time. Consider segmenting your influencer partners by specialty, follower count, and engagement rate to reach different audiences on different platforms as your practice progresses. Don’t forget to be flexible with requirements and compensation, and always put communication first!
3. Food & beverage content fits naturally into existing influencer narratives.
There’s certainly no shortage of creators that are suited to partnering with brands to produce sponsored food and beverage content.
But the industry isn’t just for recipe developers or foodies, though these personas are certainly a natural fit. Recipe developers often provide creative ways to cook or bake with a product and incorporate their expertise into a compelling, eye-catching narrative.
Creators in this space who prepare food that adheres to specific dietary needs such as vegan, gluten-free, or dairy-free food typically have a close rapport with like-minded followers.
The same is true for creators who create content around beverages, like Shantelle (@she_thebartender on TikTok), who typically creates videos about craft cocktails but developed a series of mocktail recipes to appeal to a sober-curious audience.
Tips for activation: If you’re looking to reach a close-knit audience subset through creators, consider partnering with micro-influencers and nano-influencers. Though they are small (in follower count), they are mighty (in proven results). The food and beverage industry is fortunate to be flush with hordes of foodie influencers across the spectrum of influence; you’ll never be short of options.
4. Food & beverage brands can appeal to consumers across verticals
Food and beverage content is also highly viable for creators outside of recipe development and health and wellness. Creators that ordinarily create for verticals and niche interests like gaming, comedy, entertainment, education, parenting, and so many more have unique perspectives and fresh takes since they are producing something that speaks to their non-food niche.
Plus, since food and drink can be a deeply personal experience, this is a natural space for influencers to get involved. Influencers bring an intrinsically human element to social media, and this authenticity helps brands to elevate product promotion through paid sponsorships, affiliate marketing, and even ambassador programs.
Tips for activation: Encourage creators to make a personal connection through food. From traditionally prepared cultural dishes, creative takes on old favorites, ingredient swaps, indulgent new creations, dietary-friendly alternatives, best practices, and so much more, every piece of food and beverage content is like a snowflake.
Get Started With Mavrck
Influencer marketing + the food and beverage industry = a match made in digital marketing heaven. Between mass appeal, constant demand, a high potential for scalability, and competition among creators, marketers have the unique opportunity to use influence marketing to grow ROI.
The best part? You won’t be alone. Mavrck is the ultimate all-in-one influencer marketing platform for enterprise brands, and the food and beverage industry is just our cup of tea. Book a free demo and let us show you how we can transform your influencer program together.
Learn More About Influencer Marketing
- Influencer Marketing by Industry: Food & Beverage
- How Urban Pie & Screamin’ Sicilian Activated Creators on TikTok & Instagram for #NationalPizzaMonth
- How Totino’s Activated TikTok Creators to Reach Gen Z Gamers