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QSR: 6 steps to engaging social media influencers

If you didn’t catch our recent article in QSR magazine where we shared tips for engaging social media influencers, we figured we’d recap it for you here.

But first, let’s set the stage. Influencer marketing is expected to reach between $5 billion and $10 billion in 2022. Despite all the questions about transparency and authenticity — not to mention fake likes — influencer marketing isn’t a passing fad. It’s here to stay. So it’s important to understand best practices for engaging influencers for your brand.

  1. Nail down the marketing idea – Figure out exactly what you’re going to ask influencers to do. Whether it’s to promote a new menu item or visit your restaurant for a menu tasting, the ask needs to be clear.
  2. Identify the best influencers for the campaign – Dig into who might make a great partner, so the engagement seems organic and fitting for both them and your restaurant.
  3. Present the partnership opportunity – In your initial outreach, explain the marketing idea, why this particular influencer was selected to participate in the campaign, and how it relates to their readers.
  4. Negotiate rates or exchanges – Most times, influencers will come back to you with their fees or what they think is fair compensation. If you’re on a tight budget, it’s OK to try to negotiate.
  5. Ensure content is genuine – Let the influencer have creative freedom. You can provide some guidance, including sample message points or posts, but leave the photography and copywriting to them.
  6. Have a contract – This will help ensure the influencers don’t “dine and dash” — meaning, they never post your content. The contract should set expectations, including payment, date they need to post by, and any required hashtags or accounts they should tag.

For a deeper dive into these tips, read the full article here.