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Shortly after NYC restaurant Skirt Steak opened in 2021, @sistersnacking—a food-review TikTok account run by four sisters—posted a glowing review about their visit. The next day, its owner was surprised to find that customers had flocked around the block, eager to try the spot.
His post is just one example of the huge influence influencers have on restaurants. A study done in Portugal a few years ago found that more than 80% of nearly 400 respondents said they went to a restaurant because an influencer posted about it.
Many restaurants rely on impressive sets to create buzz and help keep diners coming. But for restaurants, dealing with creators can sometimes prove difficult. “Most of them don’t have the resources to hire a large firm to handle this job—most of them have, like, A social media person,’” Jessie Grossman, founder of the networking group Women in Influencer Marketing, told us.
In an effort to make this easier, platforms like Nibble and InPlace — both founded in 2021 — have emerged to help restaurants connect with creators who can help get them in front of their desired customers.
Tapas on Tiktok
A few years ago, Daniel Israeli, Omar Chen and Omri Siniver began surveying restaurants, bars and nightclubs in Israel for a business idea unrelated to influencer marketing. But after talking to those businesses, she found a common issue: Many were struggling to connect with influencers.
According to Israel, restaurants often call on influencers themselves or contract an agency to help. They said it was to bridge the gap they saw in the market that the trio came up with InPlace, an app that connects influencers with restaurants and similar businesses.
InPlace originated in Israel and launched in New York City last year. So far, nearly 6,000 influencers — 2,000 of whom are based in NYC — have joined the platform, and it has worked with more than 300 businesses, including Anita La Mamma del Gelato and Matteo Espresso, according to its website. Are.
Israeli explained that influencers, who must have at least 10,000 followers to join the platform, have been acquired through means such as Instagram DMs and referrals from other influencers on the app. They use the app for free.
Once an influencer is accepted into InPlace, they can receive offers from various businesses in exchange for content – potential incentives can be vouchers redeemable for food, cocktails or other products at those businesses , said the Israeli. (InPlace doesn’t allow businesses to offer “just a discount” to influencers in exchange for content, as founders want to provide influencers with something more tangible, like products or vouchers.) Pays InPlace for “every contribution made”. , ”the Israeli said.
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Israeli explained that the offers that influencers receive can vary based on things like follower count, content fit and engagement rate, noting that an algorithm selects offers for creators.
Inplace recently launched “premium collaborations,” Israeli said, which include “some of the most sought-after offers on the app,” and are reserved for influencers who have “sponsored for customers” in their previous three collaborations. Excellent content” posted. Content from influencers is evaluated by a team and AI that has been trained to look for qualities that Inplace considers representative of quality content, such as videos with voiceovers and polished cuts.
Two peas in a pod
Similar to InPlace, Nibble caters to restaurants and other hospitality-focused businesses. Nibble co-founder Michael Radley said he created the app to streamline the hospitality industry’s collaboration with influencers.
The app was inspired by the frustrations he faced as a microinfluencer in the restaurant sector. “On the impressive side, I found it very disappointing [when] You’ll be going back and forth, up and down email chains all day, all week, trying to book and arrange some kind of collaboration,” he said.
According to its website, since it launched, Nibble has operated primarily in London, working with around 1,600 influencers and more than 50 businesses such as Soho Coffee Company and Tequila Mockingbird. Radley told us that influencers who want to join are evaluated based on criteria like content quality and whether they have at least 2,000 followers.
According to Radley, businesses create a list with Nibble that includes a brief description of what type of influencers and content they are looking for. They may include specifications such as location, preferred social media platform, or the minimum number of followers an influencer must have. Nibble then leverages AI to match them up with influencers.
He explained that businesses that connect to Nibble can offer a “complimentary experience” for influencers, who can check it out before deciding whether they want to post about it.
Influencers can use Nibble for free, but it’s only free for businesses to use up to their reach — which Nibble defines as “the number of potential customers on Instagram or TikTok.” [a business reaches] From post generated via Nibble”—affecting 15,000 people. After that, they can choose from annual, quarterly or monthly payment plans.
Overall, Radley said hospitality brands are increasingly catching on to the value of influencers, especially considering that many are treating TikTok like a search engine.
“Hospitality brands are beginning to understand that high-performing content on TikTok is a really powerful tool to attract new customers,” he added.
Source: www.marketingbrew.com
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