But widely, influencers tap into the changing way people consume content: Digitally, and probably via mobile devices. They are getting information direct from sources they associate with—from the communities and networks they’ve nurtured on their own platforms. Often, it’s likeminded people who share similar interests and demographic traits.
For restaurants, this is a hard shell to crack where it concerns new customers. Chances are digital users track the brands they already frequent. There isn’t a ton of discovery happening without paid content.
Yet the challenge with getting content to followers—even those already locked in—has a lot of layers for marketers. Organic content, Piaskowy says, reaches only 1–3 percent of a brand’s follower base.
And this is where a paid media strategy, audience targeting, and influencers can bridge the gap—an essential communication goal given how hard it is to reach guests in a socially distant world. There’s also a lot of information to get out, from reopening plans to safety precautions to commentary on America’s racial tumult.
At the heart of an influencer strategy, Piaskowy says, is amplifying brand messaging. “When you’re posting from your own operated social channels, you’re reaching a very small percentage of your followers because you’re posting organically most of the time,” he says. “You’re also reaching a lot of people who probably already are aware of what your business changes are. Influencers can help you talk to a wider group of people when you put media behind it.”
To the earlier point, influencers build trust because they