A food influencer is anyone with authority and influence in the world of online food marketing. They might be a top chef or a restaurant critic with a large following on social media. Equally, a food influencer could be a popular Instagrammer with an account devoted primarily to food, or a food blogger with numerous fans. Food influencers use their influence to motivate large numbers of consumers to purchase a certain food or drink related product. As such, food influencers are in high demand in the marketing world.
The origins of food influencer marketing
Influencer marketing has been around as long as celebrities have been around. For at least a century, brands have been using famous figures with plenty of exposure to promote their products to fans. Influencer marketing as we know it, however, is a digital phenomenon that truly took off in 2015. Food influencers are usually social media users with huge numbers of followers, with Instagram being a particularly popular site for food influencers.
How do food influencers work?
Food influencers will typically post promotional material about a specific food brand, and thereby encourage their followers (which can number into the tens and hundreds of thousands) to purchase that brand’s products.