In today’s digital world, Instagram is a powerful tool for restaurant marketing. Whether you own a small café or a large restaurant, Instagram influencer marketing can make a big difference in getting your restaurant noticed. With millions of users and vibrant visual content, Instagram lets you engagingly reach your audience. But how do you get started? How do you find the right influencer? And most importantly, how do you ask an influencer to promote your restaurant?

In this guide, I’ll take you through everything you need to know about using Instagram influencers to market restaurants effectively.

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1. Why Instagram Influencers Matter for Restaurants

Instagram has over 1 billion active users each month, and food is one of the platform’s biggest content categories (Hootsuite, 2023). People love seeing beautifully crafted dishes, restaurant décor, and happy moments around a table. By collaborating with influencers, you can tap into these millions of users who trust their favorite influencers’ recommendations.

Influencers are valuable because their followers trust them. 49% of consumers rely on influencer recommendations, and 40% have purchased after seeing an influencer’s post (Influencer Marketing Hub, 2023). This means that when an influencer endorses your restaurant, their followers are more likely to take notice—and even visit.

2. Understanding Instagram Influencer Marketing for Restaurants

Instagram influencer marketing means working with Instagram users who have a significant following and influence over their audience. These influencers create content around your restaurant, showcasing your food, ambiance, and unique features. By doing so, they introduce your restaurant to their followers, which can increase awareness and drive new customers.

If you own a brunch spot, collaborating with a local lifestyle influencer who loves brunch can help you attract brunch enthusiasts in your area. The influencer can post stories, reels, or feed posts about your restaurant, tagging your location, and encouraging their followers to try it.

3. Types of Influencers You Can Work With

Not all influencers are the same. Choosing the right type of influencer depends on your budget and goals. Here’s a breakdown of common types:

• Nano Influencers (1k–10k followers): These influencers usually have a small but highly engaged audience. They’re ideal for small budgets and can help you target a specific local community.
• Micro-Influencers (10k–100k followers): Micro-influencers have a bigger audience and a strong connection with their followers. They’re effective for local marketing because they can reach a broader audience within a city or region.
• Macro Influencers (100k–1M followers): If you want to make a bigger splash, macro influencers are ideal. They can reach a larger audience, but they tend to be more expensive.
• Celebrity Influencers (1M+ followers): While celebrities have the widest reach, they may not be the best fit unless you have a large budget and want national or international attention.

For a local restaurant, nano or micro-influencers are often the best choice because they’re affordable and have genuine engagement.

4. Finding the Right Influencer for Your Restaurant

The first step in using influencer marketing is finding an influencer who aligns with your restaurant’s brand. Here are a few tips on how to find an influencer:

• Use Instagram’s Search Feature: Start by searching relevant hashtags like #Foodie, #FoodBlogger, or #YourCityEats. Look for accounts that post similar content to what you envision for your restaurant.
• Check Out Influencer Marketing Platforms: Websites like Upfluence, AspireIQ, and Influence. co can help you find influencers by location, niche, and follower count.
• Look at Local Food Blogs: Many food bloggers have Instagram accounts with loyal followers who trust their restaurant recommendations.

Remember, the best influencer for you is one who genuinely likes your type of food and has followers in your target market.

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5. How Can you Ask an Influencer to Promote Your Restaurant?

Once you’ve found the right influencer, it’s time to reach out. Here’s how you can do it:

• Personalize Your Message: Start with a short introduction, explaining who you are and why you love their content.
• Be Clear About What You’re Offering: Explain what you’re willing to provide in exchange for their promotion. This could be a free meal, a small payment, or another incentive.
• Set Expectations: Let them know what you’re looking for. For example, you might request an Instagram Story featuring your signature dish or a carousel post showcasing the restaurant’s ambiance.
• Make It Easy: Keep the request simple and specific. Influencers appreciate clear instructions and straightforward requests.

Example Message:

“Hi [Influencer’s Name], I’m [Your Name] from [Restaurant Name]. We love your content and think your followers would enjoy discovering our restaurant! We’d like to invite you for a complimentary meal in exchange for a post sharing your experience. Let me know if you’re interested!”

6. What Content Works Best for Restaurant Influencer Marketing?

To get the most out of influencer marketing, plan for content that’s visually appealing and engaging. Here are some types of posts that work well for restaurant promotions:

• Instagram Stories: Stories are great for real-time sharing. Influencers can post stories while dining, giving followers an “inside look” at your restaurant.
• Reels and Short Videos: Short, engaging videos can show off your dishes, ambiance, and chef’s skills. Reels also tend to reach new audiences.
• Carousel Posts: These posts allow influencers to share multiple images. They’re ideal for highlighting your restaurant’s different aspects, such as interior design, menu variety, and plated dishes.

7. Creating a Partnership That Benefits Both Sides

For a successful influencer partnership, ensure that both you and the influencer gain value. Here are a few things to keep in mind:

• Allow Creative Freedom: Influencers know their audience best. Give them the freedom to create content that feels authentic to them. This will make the post feel more genuine.
• Set a Schedule: Plan with the influencer for an optimal posting time. Posting on a Friday evening, for instance, can drive more engagement if people are looking for weekend dining options.
• Offer Perks for Their Followers: To make the campaign more effective, consider offering a discount code or free appetizer for their followers. This can attract new customers who may have been on the fence.

8. Measuring Success and Tracking Results

Measuring the impact of influencer marketing is crucial. Track key metrics to determine if your campaign was successful:

• Engagement Rates: Look at the likes, comments, and shares on the influencer’s posts to gauge how much interest they generated.
• Follower Growth: Monitor your Instagram follower count. A successful campaign should lead to a noticeable uptick in followers.
• New Customers and Sales: Ask new customers how they heard about your restaurant. If you offer a special discount code through the influencer, you can track how many people use it.
• Content Performance: If the influencer created reusable content, you could continue benefiting by reposting it on your own Instagram account.

9. Important Stats to Keep in Mind

• 70% of Instagram users look for brands on the platform (Sprout Social, 2023), meaning many potential customers are already searching for restaurants.
• Around 60% of consumers are more likely to follow a brand on social media after seeing it in an influencer’s post (Influencer Marketing Hub, 2023). This makes influencer partnerships a great way to grow your audience quickly.
• Food and dining experiences rank among the top 5 most popular influencer categories, which is perfect for a restaurant owner like you (Hootsuite, 2023).

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Leveraging Instagram influencer marketing can boost restaurant awareness and attract new customers. By choosing the right influencer, planning creative content, and tracking your results, you can make the most out of this marketing strategy. Influencers can help you reach audiences you may not otherwise reach and bring fresh attention to your restaurant. So, take the time to find influencers who align with your brand, and get ready to see your restaurant’s popularity grow!