How food influencers help your brand grow on social media

Aktualisiert: 26. Juni 2020

Influencer marketing, especially in the food industry, has been growing tremendously over the past years. Probably because it leverages one of the most powerful forms of marketing that ever existed - Word-of-Mouth. Modern-day consumers are looking out for what other people have to say about a particular brand, and already 19% of all consumers in the German market purchase products based on an influencer recommendation. The basic human nature of looking for support in others can be tapped for business success, and this is exactly where influencer marketing comes into the picture.

In this post, we are going to dive into the world of food bloggers, YouTubers and influencers that can be of great help for your food brand in 2020.

How does the German market accept Influencer marketing?

Influencer marketing plays an important role in a lot of markets and industries – Germany is not an exception here. Based on a Statista survey, influencers have a strong effect on people´s purchase decisions, with 19% of all consumers stating that they follow the advice of YouTubers when it comes to buying new products. For bloggers and other influencers, it is 14%.

Looking at the age distribution, the young generation of 16-19 year olds has by far the highest likelihood of being “influenced” by bloggers & co. Up to 46% purchase products after e.g. a YouTube recommendation. This means, that the acceptance of influencers is not the same among all age and target groups, but the effects can definitely be measured across the whole population – which offers great chances for food & beverage brands tackling German consumers in the online world.

How does influencer marketing support food brands?

Food influencer marketing works on simple principles: It uses fundamental marketing tactics like word-of-mouth and social proof to create more awareness, reach and trust for a brand. For food-related brands, influencer marketing helps to get better online exposure and the products can be “tasted at distance”, as a lot of food influencers use them for example in recipes and actually spend a lot of time engaging with the product.

What this results in is a ripple effect that goes on to positively impact image and sales figures of any food brand in a relatively short amount of time – both in e-commerce and offline at the point of sale. All you have to do is find the right, popular online figures for your niche and ask them to showcase your products on their social media pages. This search might be time-consuming and you will not always find the best brand ambassadors straight away, but it is definitely worth the effort. As word of mouth marketing creates a lot of trust and positive image around your product in exactly the right target group.

Just be aware that it is highly important to look out for people that authentically match your brand and target group. Search for nano, micro or macro influencers depending on your budget and their engagement rates, their content and their fit to your company. Influencers leverage authenticity, but only if they are aligned with your overall brand message.

Why Influencer marketing gels perfectly with food brands

Influencer marketing is all about using high-quality graphical and written content presented beautifully by popular people in your niche. When it comes to food, people are in addition very concerned about their experience of actually consuming the food, so they love to see meal preparation, decorations and pure indulgence before they actually purchase a product. Food influencers do the job of answering all of their questions in a very aesthetic way, which makes people consuming the content crave for your product.

There are not many industries for which content production comes as easily and naturally as in the area of food & beverages, which means that such brands have a huge advantage. They do not only have an easier game when it gets to the struggle of creating new and creative content all the time, because there are simply plenty of opportunities. They also have plenty of food influencers out there creating amazing content, and it is only a matter of “company fit” which one to choose.

All in all, influencer marketing is therefore still a great tool for food & beverage brands to leverage their reach, awareness and image and win loyal customers in the long run.

Do you have questions on influencer marketing for the German market? Feel free to get in touch, we’d love to hear from you and start working on your next cooperations together!

Photo credit: Daria Shevtsova, Pexels (

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