Influencers have undoubtedly revolutionized marketing and can now be found in literally every industry niche out there ranging from health products to the auto industry.
These regular people have built up a substantial following through their social media platforms, resulting in brands scrambling to pour billions of dollars into advertising with them.
Food influencing has become one of the fastest growing segments in this new era of marketing. From street-style food accounts to health-conscious cooking and fine dining, these influencers are making a major impact on society.
Food bloggers and podcasters prove that food is more than just stuff we eat when we are hungry. It is something delicious, colorful, inventive, and even inspiring.
Chefs like Gordon Ramsay, Jamie Oliver, and Bobby Flay are naturally found high on the list of the top food influencers in the world. In fact, Flay and his daughter Sophie even started a podcast earlier this year called Always Hungry, where the duo delves into new recipes on each show.
The ultimate foodie now has a wide range of podcasts to choose from that allow them to engulf themselves into all the hottest topics and recipes in the food industry.
Top food bloggers today can earn annual 6-figure incomes, if not millions, from ads and by promoting brand products. The best part is that many of these people are ordinary people.
For instance, Rosanna Pansino @rosannapansino, with over 4 million followers, is an American YouTuber who started her cooking series Nerdy Nummies back in 2010. It has become one of the most well-known baking shows on YouTube and Pansino has even won a Streamy Award, as well as being nominated for five others. With her big audience, she is one of the major contributors to the world of foodfluencing.
Mariam, also known as @cookinwithmima, has over 2 million followers and her Instagram account is booming. Born and raised in West Africa, Mariam graduated with a Criminal Justice degree before diving into the world of food.
Rena @healthyfitnessmeals, who has over 3 million followers, was also born in West Africa and now lives in Michigan. She is the founder of Healthyfitnessmeals.com and is a top food influencer who shares delicious, healthy, family-friendly recipes made with real food.
One of the most successful food blogs is Pinch of Yum, which was started by Lindsay and Bjork Ostrom in 2009. The Ostroms have made their profits visible for the world to see and their growth has been nothing short of impressive.
When the two started posting the blog’s earnings in August 2011, they had only made $21.97 that month. Fast forward a few years, the duo booked $802,144.55 from December 2015- November 2016. After expenses of $293,014.38, the two made a profit of nearly $500,000 in only one year. Lindsay even left her career as a teacher to focus on the food blog full time.
Anyone with over 5,000 social media followers (also known as micro influencers) can already earn money by collaborating with brands. It’s no surprise that many people are jumping on the food influencing bandwagon and are sharing their own recipes all across social media.
Unfortunately, a food blogger just starting out in the world of foodfluencing may find it hard to get followers. Most blogs, food blogs included, barely reach 500 visitors a month. So, wouldn’t it be great to find something that could accelerate follower growth?
While there are tons of advice on how to build a follower base all over the internet, a radio ad campaign may be one of the smartest strategies to create tremendous traffic to a food blogger’s social platform or podcast.
Radio is by far one of the greatest mediums to connect to target audiences. According to Statista, as of 2018, Americans averaged 106 minutes of radio listening time per day, with a weekly reach of around 90 percent among adults. Online radio is also playing an increasing role in the radio market, with about 974 minutes spent listening to online radio on a monthly basis in 2021 says Statista.
Radio is a regional beast and planning a radio campaign may seem daunting, but it’s really quite simple. A big part of planning a radio campaign is defining the target area, or where marketing activities should take place.
For the food blogger who wants to test radio and are working with a low budget, it may be best to focus on just one city to start. Eventually, this can be expanded to one or two more cities if found effective. It is also strategic to first run a test in a city that has the best prices and conditions for radio media.
From healthier meal choices to dining inspiration, our eating choices have become heavily reliant on some of the most powerful food blogging accounts on Instagram, YouTube and TikTok. The goal is to get to that top level where brands want to collaborate, and a radio campaign may be the trick!