Success factors for influencer marketing in the food industry

Whether it's Daggi Bee, Caro Daur, or LeFloid - influencers are omnipresent in social networks today. With their posts, they inspire hundreds of thousands of followers. They skillfully showcase sponsored products and help companies reach a large audience. In addition to fashion, beauty, and travel, food has also become an important topic. Influencer marketing has established itself as an integral part of the marketing mix. Through influencer collaborations, advertisers attempt to leverage the positive influence of influencers on their followers by increasing the credibility of brands and showcasing products in a natural context that is suitable for the target audience. Currently, the most popular platform for influencer collaborations is Instagram, as no other social media channel manages to activate its community to such a high extent. In addition to fashion, beauty, and travel, food is a major theme for many influencers. The reason is simple: food is no longer solely for physiological satiation. It is more about stimulating appetite through clever storytelling and creative content, and conveying lifestyle-oriented consumer experiences. In the context of an empirical study at Fresenius University, the current status and potential of collaboration with influencers were examined through a two-stage qualitative research design, consisting of content analysis on Instagram and expert interviews from the food industry (companies and agencies already implementing influencer collaborations). Success factors for utilizing this marketing discipline were derived from this research.

THE BIG BOOM IS YET TO COME - AND CREATIVE COLLABORATIONS ARE RARE

The study revealed that food manufacturers have been very cautious in cooperating with influencers on Instagram, and the level of professionalism in these collaborations is not yet highly developed. This may be particularly due to the considerable difficulties in defining goals and suitable success criteria. Some interviewees argued that they do not define success metrics before the start of the campaign, and thus only decide on success or failure after the project is completed, as they consider the goals of influencer marketing too abstract. Other factors in this context include lack of expertise and the novelty of influencer marketing itself. Although a variety of forms of cooperation are conceivable, at present, primarily giveaways, free product shipments, food events, or tutorials are being realized. It seems that companies still trust traditional marketing mix measures more. However, creative collaborations such as the creation of own recipes by the influencer, jointly created cooking or baking books, or homestories where influencers provide insights into their kitchen and eating habits could be possible, especially in the food sector. Furthermore, if companies develop a joint product with food bloggers, it represents a productization that currently represents the pinnacle of collaboration.

THE BRANDFIT DECIDES

The expert interviews show that for food brands, the brand fit - how well an influencer fits the image a brand wants to convey - as well as the creative potential, the individuality of the influencer, and their relationship with followers (especially the targeted addressing and provision of relevant content for the community) are of great importance. Depending on the campaign's objectives, the experts interviewed use both micro- and macro-influencers for collaboration. Micro-influencers have a significantly smaller number of followers than well-known figures, the macro-influencers. However, the "smaller stars" have a more targeted audience, which can be beneficial for companies. There is indeed a trend towards micro-influencers among the interviewed experts. Whether this is a deliberate investment in highly interested target groups or due to a lack of budget for influencer marketing activities cannot be conclusively determined by the study.

THE SUCCESS FACTORS AT A GLANCE

Derived from the results of the content analysis on Instagram and the expert interviews, the image below summarizes the key success factors for influencer marketing on Instagram in the food industry, providing a recommendation for food and beverage manufacturers. In light of the fact that food and beverages are considered low-involvement products, companies should focus on targeted and personal communication of advertising messages through influencers. A suitable culinary environment, a clear statement about the taste of the product, the use of specific usage situations and examples paired with aesthetic visual impressions are particularly helpful. Lastly, marketers should be aware that influencer marketing can be implemented credibly when influencers would recommend the advertised products even without payment. Considering the accusations of acute commercialization tendencies, recurring issues with fake followers, and the still unclear legal regulations on advertising disclosure in social media, it is clear that the foundation of entrepreneurial success remains a well-maintained relationship management with a brand's stakeholders. Therefore, personal contact with digital opinion leaders should not be an optional but a mandatory form of interaction before, during, and after the collaboration.