Working With Food Influencers at Scale

When it comes to PR, the food, beverage, and restaurant industries carry a reputation of providing an exciting media landscape that is constantly evolving. In recent years, food influencers have become an integral addition to that landscape. 

A recent study found that influencer marketing in the food industry led to a 16% increase in purchase intent. Here at Segal, we’ve learned to capitalize on that momentum by utilizing influencers to help drive campaigns for a number of our clients.

Today we are going to dive into a few strategies for public relations professionals on how to source and succeed in working with the right food influencers for your next campaign. 

Utilize Your Inner FBI Agent 

When sourcing a batch of foodie influencers that align with your client/brand, don’t be afraid to do a bit of digging on their online profiles. What establishments are they frequenting? What’s their favorite cuisine? Do they opt for savory or sweet treats? Knowing the answers to these questions can help you understand an influencer’s tastes/preferences and whether they’d enjoy your product enough to promote it. For example, when sourcing influencers for our client Johnny Doughnuts, we make sure to keep an eye out for people with a sweet tooth that often post dessert-forward content. 

A food influencer holding a doughnut in front of a doughnut truck.

Work With Fans 

Convincing an influencer to promote your product is easier when they’re already a fan! If you’re lucky enough to catch an account with an impressive following posting about your product by their own accord, don’t miss out on the opportunity to establish a connection for future collaborations. 

Lay it on Thick

The only thing fuller than a food influencer’s stomach is their inbox. Content creators are constantly getting flooded with emails and DM’s asking to collab, so how do you make sure you’re not drowning in the sea of standard pitches? Be complimentary! Express genuine interest in the influence’s content and don’t be afraid to point out or reference specific posts you love and what about them stood out. This shows the influencer that you’ve taken the time to get to appreciate them as a person rather than just a promotional tool. 

Don’t Shy Away From Freebies

If Costco’s beloved in-store samples have proven anything it’s that people are more likely to show interest in a product if they’ve been introduced to it free of charge. This couldn’t be more true when it comes to influencer marketing. Free samples allow influencers to try your product and decide for themselves if it’s something they’d want to promote. While this may not be entirely cost-efficient, generosity goes a long way when working towards securing a successful collaboration, so make sure to set aside a budget for sampling. 

Maintain the Connection 

Once you’ve secured the bag with a food influencer, hold on to that connection for dear life. Good long-standing relationships are hard to come by in the world of influencer marketing so make sure to keep that person in the loop for future projects, campaigns, or product launches. 

The Takeaway

Utilizing influencer marketing in your food public relations efforts is a great way to expose your campaign or product to an extensive and diverse audience and create meaningful mutually-beneficial connections within the social media landscape.


Ready to take the leap on an influencer marketing program for your brand? Reach us at [email protected] to get started.

How to Increase Your Reach on Instagram

Instagram Collab posts have become increasingly popular since their unveiling back in 2021, and they’re probably one of the simplest ways to increase your reach on Instagram. Collab posts give users the opportunity to multiply their reach and engagement by adding a co-author to the post. If you’re not incorporating this trending feature into your current social media strategy, you’re missing out on potential customers. 

How do Instagram Collabs benefit your brand?

While originally intended to be a way for creators to maximize branded content, Collabs have proven to double as a sure fire way for brands to increase their reach and appear in the feeds of potential customers too. Collabs have also become a great way to beat the ever changing Instagram algorithm by showing up in two different feeds – your own and the feed of the account you’re collabing with. Brands now have the opportunity to insert themselves directly into the feeds of their target audience – be it through influencers, partnerships, or other relevant accounts. 

Additionally, Collabs have the ability to increase Instagram engagement. When utitlizing the feature, the post will not only appear in the brand’s feed but also the feed of the account they are collabing with. Likely, the collab account will have a different variety of followers, giving brands the opportunity to further build their communities.   

How to use Instagram Collabs 

Creating an Instagram Collab post is incredibly simple to do, however, it can be hard to find the feature if you’ve never used it before. Here’s a step-by-step process on how to invite a collaborator to your post. 

  1. Begin by starting a new post. You’ll need to do this directly within the Instagram app, rather than on a third party scheduling platform. 
  2. Once you’ve added your media, caption, and hashtags, click on ‘Tag people’ beneath the post. 
  3. Click on ‘Invite collaborator’ and begin typing in the handle of the account you would like to invite as a collaborator. 
  4. Publish your post.
  5. The collaborator will then receive a notification to accept your invitation to the collab post. 
  6. Once the collaborator has accepted, their handle will appear on the post within your feed and show in their feed as well. 
A graphic showing how to increase your reach on Instagram by using the Instagram Collab feature.

Use all platform features to your advantage  

While the Instagram collabs feature is a surefire way to increase your reach on Instagram, it’s essential to make sure you’re utilizing all of Instagram’s features in order to round out your efforts. Are you using Reels and Stories? Do you create polls and use the Question Box within your Stories? Are you incorporating Carousel posts into your content plan? Using all of Instagram’s features will not only maximize your chances of getting in front of potential customers but also increase your engagement as a whole. In today’s digital media landscape, you can no longer get away with posting a single image on social media


Need help maximizing your Instagram strategy? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact. At Segal Communications, we become an extension of your team – we work fast to become brand experts and make sure we’re keeping your company relevant on social media. 
Connect with us – [email protected]

Getting the Most Out Of Influencer Visits To Your Property

This blog was originally published in Hotel Online.

Influencer marketing can be a valuable means of reaching new audiences, but not every influencer will be a right fit for your property. If you’re going to go through the effort of hosting an influencer (and often a plus one or family) on the property, you should be confident they will showcase your hotel or resort in the best possible light. Here are a few guidelines to help you ramp up your hosting game.

Destination

For starters, if you want to attract influencers, it’s essential to make it a high-touch experience at the outset. Have a designated place for influencers to request a stay at your property. We recommend a dedicated email and appointing a staff member to handle inbound requests to streamline the hosting process.

Influencers love the feeling of exclusivity and special service, so taking these steps will attract more of them.

Check-in

Before you agree to host an influencer, it’s vital to ensure they are a good fit. We recommend establishing a vetting system that helps determine whether an influencer will be able to match the level of value you provide. Will the value of their post(s) offset the expense of hosting, which includes the rate you’re not getting from a paying customer, housekeeping, in-room amenities (food, snacks, bathrobe, etc.), on-site dining, and the time spent coordinating a visit?  Obtaining a media kit from influencers is a great first step in determining whether they have the audience you are aiming to target. An agency can help you develop a checklist with associated values that can help automate the decision-making process.

Reservations

Influencers expect to get contracts. ‘Influencing’ is a full-time job for most, and they understand the process. That said, if you are working with an influencer with a fantastic following on their Instagram channel don’t assume they will be posting in-feed. If you prefer a stationary post to a story, then put that in writing along with any preferred messaging and hashtags you’d like included. Depending on their follower count and engagement, you’ll often need to negotiate rates depending on whether you want an in-feed post, story, or combination. Provide a time frame for the influencer to share their post within, usually a specific number of weeks after their stay.

Guest Experience

When drafting the agreement, be sure to include specifics about new services or hotel features you’d want the influencer to experience while on the property and, in turn, share with the public. Whether you’ve added a new treatment to your spa menu, a new cocktail to your lounge, or have a promo worth mentioning, you should relay that before signing on the dotted line. Think about which amenities are attractive to their followers. A fashion influencer would be great for promoting an on-site shop vs. a foodie influencer whose followers might enjoy the restaurant or lounge.

Length of Stay

The excitement that builds before the arrival of an influencer can quickly leave management crestfallen when hours go by with no posts in their feed. If you want an influencer to start posting the moment they walk in the door, you need to make sure they understand that before they begin their stay. Some influencers plan their feeds far in advance, so it’s worth confirming post dates in early negotiations. Another idea to consider is to include a “flashback” post 6-8 months after their stay – your relationship does not have to be one and done. Some influencers might offer better rates for long-term packages, so consider how you might maximize your ROI.

Confirmation

Another benefit to working with influencers is that you have more control over the visit outcome. While most members of the travel media are freelance, they are often held to the same standards as credentialed media and are not allowed to share work before publication. Influencers are a paid (or trade) relationship; you have every right to seek post-approval before they go live. Make sure this is included within your agreement.

Amenities

There are several ways you can optimize the value of an influencer stay. First, ensure that your agreement allows the repurposing of content created by the influencer with appropriate credits in your own property’s social feed. Second, if you love the influencer’s content, you might work to secure additional images to use on your channels throughout the remainder of the year. We have all seen influencers strike pose after pose; you might consider using that as a means to get more content to use well after they have checked out! This can often help you save big on in-house photography costs, while diversifying your content.

A female influencer sitting on the edge of a pool at a hotel resort.

Check-Out the Data

Most savvy influencers won’t be surprised by requests for a data report on the success of their posts. Be sure to add this as part of your agreement. It will help you better understand and fine-tune your vetting process for the future. It also might indicate that a return visit from the influencer may be worthwhile. Ongoing relationships with influencers come with the benefit of audience recognition, and can be especially valuable if your property constantly updates and adds services, amenities, and activities.

Cancellation Policy

It’s not uncommon for influencers to clean up their feeds and remove posts after a while. While we can appreciate the need for a fresh start, we recommend adding a clause to your agreement that ensures your post will live in perpetuity. Back-scrolling is common for Instagram followers, so a 6-month-old post can still provide value.

While initially daunting, hosting influencers is easy to manage once you have set up a process. We find that influencers appreciate clarity in the relationship and are amiable to most requests. Check out our blog for more tips and tricks on working with influencers and members of the press.


Ready to get started with your customized influencer strategy? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact.

[email protected]

5 Strategies To Make The Most Of Your Restaurant (Re)Launch

The restaurant industry is an interesting animal. It’s one of the most riveting and communal industries to be a part of yet also one of the most challenging. Though we’re all a bit fatigued by reflecting on the pandemic’s impact, so many restaurant owners are still hurting from this unpredictable era. So where is the silver lining? Despite the challenges, the past few years have shown an impressive level of grit, community, and nimble course correction, with employees stepping up to the plate to cover shifts of sick colleagues and go above and beyond their pay grade to adapt to operational pivots.

As the industry has finally begun to experience the light at the end of the tunnel, it’s more important than ever to build a solid foundation in every area of your restaurant business, especially if you’re getting started from the ground up or launching a new concept.

With a refreshed mindset in 2022 and restaurant fans excited for the next big launch, it’s crucial for restauranteurs to hone in and sharpen their plans when it comes to openings. We’ve pared down our thoughts to five essential strategies that will ensure your launch is a success and builds the momentum needed to stay in the game.

1. Timing is Everything

The media is one of the most powerful resources for restaurant owners, and timing out your strategy is something worth overthinking. Whether you’re an established restauranteur or an industry newbie, you have to keep your local, regional, and national customer base informed. From the moment you sign the lease on your new space, that’s your first opportunity for press coverage that helps build anticipation. Engaging with a PR firm to map out a timeline is one of the best investments you can make. Depending on your restaurant and existing reputation, your team will analyze the best (and most realistic) outlets, as well as your viability for exclusives, which typically offer a greater quality of coverage, along with more clicks and shares. Building out the right media/influencer list and release timeline takes a huge piece of the puzzle off your plate, so you can focus on the dozens of moving parts involved with staffing, design, and finessing your menu.

2. Do overbudget on photography

As mentioned, the restaurant industry is tough… and it’s notorious for slim profit margins. However, if there’s one area of promotions where you should never pinch pennies, it’s photography. Your competition varies depending on your location, but great photography should always be viewed as a bare minimum investment no matter who you’re up against. Think about how much money was poured into fine-tuning your space, design, branding, and menu. Your business deserves visuals that do it justice. Round-up coverage and ‘Best of’ lists are just important as reviews in driving traffic, and media always prioritize great photography when it comes to picking out lead images for their content.

3. Extend Your Launch Timeframe

Like any great vacation or celebration, longer is usually better. Don’t feel constrained to hosting one event and calling it a day. Consider one or two “friends and family” nights to kick things off, using those as the training ground for new staff to work out any kinks with service and the kitchen. From there, take a day or two to soft launch, keeping things quiet while staff continues to gain their footing. Then, depending on the size of your city and your invite list, set aside one or two nights for your official launch. Have your PR team build a list of key media, influencers, and industry stakeholders, with RSVPs to ensure your staff is up-to-speed on who will be in attendance on which nights.

4. Go Big With Your Invite List

Look to your PR team to optimize your invite strategy, but don’t be afraid to go big with your list. If you need to spread things out over a full weekend, it’s better to have more big names in attendance than less, and offering them the chance at exclusivity will maximize the quality of coverage and word-of-mouth impact (since you’re still the newest spot on the block).

5. Rub Every Elbow In The Room

Launching a new concept is one of the best times to network. The story behind your restaurant is most well-received and anticipated by key industry players during the launch phase. Take the time to float around and chat with every table, thanking them for coming in and asking for any feedback. If your team is doing things right, those in attendance will make for great lasting relationships. An influencer who had an enjoyable time and connected with the owner is much more likely to return in the future, continue to promote your business (often at little to no expense) and invite their other influential friends. The same goes for media and potential investors down the line.


Ready to get started with your customized PR program? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact.

[email protected]

Succeeding in Influencer Relations

Key reminders to ensure a mutually beneficial relationship

Within the complex definition that is 21st Century public relations, influencers have secured a lasting and impactful place. So, while your skills and techniques that just landed you an amazing hit in Buzzfeed are a great foundation, they are not necessarily going to cut it when looking to land that coveted placement with your local Yelp-Elite foodie influencer.


As you take a deep dive into the magical world of influencer marketing, here are some influencer strategies and reminders that even the most seasoned PR pros can implement.

Influencers are not mind-readers.

After outlining your campaign, analyzing your target audience, and pinpointing influencers, you probably have a good idea of what kinds of content you want to see influencers generate. 

In reality, the influencers you seek to work with may have a different vision of their planned output. 

It’s essential to keep in mind that despite your vision, influencers are experts of their domain – they know what drives engagement and secures likes. While respecting that platform expertise, PR agency professionals must provide influencers with a clear written understanding of what they’re expecting on behalf of a client. Without this, your client’s message is easily lost. 

Establish clear expectations, so you and your influencer are on the same page. Put it in writing.

Want to see an Instagram Reel of your influencer unboxing your client’s beauty sample? Photos of their kids wearing your client’s merch? Be clear and specific about your expectations! 

Provide influencers with caption copy, and even share examples of posts that have been successful in the past. Communication is key to influencer success! 

Your relationships with influencers should be different than with reporters.

Like media relationships, social media influencer relationships can be mutually beneficial. 

However, while journalists and their editors usually have the last say for content, you are in the driver’s seat regarding influencer marketing.

You can (and should) ask for pre-approval of influencer content. Contractual agreements can allow you to set clear expectations and establish your position to edit or alter messaging in their posts.

Something to consider – influencers (unlike most traditional media) can accept gifts! Show some appreciation for their hard work and treat them with something special – a happy influencer makes for a happy client.

Influencers are on their own schedule.

A common assumption is that influencers lead a life of indulgence as the recipients of free gifts and services from brands eager to work with them.

Not everything you see on Instagram is a true reflection of reality. Being an influencer, a good one that brands and PR people want to work with is a demanding job. It’s important to remember that above anything – your influencer is a real person with real responsibilities! Whether they are the Insta baddie or the family blogger, influencers might have other partnerships (and even other jobs) that make for a busy schedule.

So how do you make sure that your campaign stays a top priority?

Set deadlines in advance, but be flexible.

Create benchmark dates for when you expect posts to be shared so that you and your influencer have the same expectations. 

Understand that most influencers have set posting schedules – they know the best time to post on their platform. Be adaptable and give them space to make these decisions.

It’s all about connections.

The more you collaborate with influencers, the wider your influencer network will reach! 

Vet and contact new influencers by asking for recommendations from influencers with whom you have already established relationships. This way, you can ensure that you are spending your time reaching out to worthwhile influencers and not bots (because, yes, you will find bots). 

Be mindful that the influencer community is tightly-knit. Local influencers often collaborate with one another and will likely discuss collaborations. Aim to establish positive and transparent relationships with influencers – this will benefit you in the long run!


Ready to get started with your customized influencer strategy? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact.

[email protected]