Many people follow food influencers. From busy parents looking for fast weeknight meals to adventurous amateur chefs looking for advice, the demand — and variety — of influencers in this niche is high. If your brand plans to launch an influencer campaign associated with the latest food trends, here’s a look at what’s popular and campaign examples you can use for inspiration.
Food trends to inspire 2024 campaigns
Many people follow food influencers. From busy parents looking for fast weeknight meals to adventurous amateur chefs looking for advice, the demand — and variety — of influencers in this niche is high. If your brand plans to launch an influencer campaign associated with the latest food trends, here’s a look at what’s popular and campaign examples you can use for inspiration.
Food trends to inspire 2024 campaigns
Budget-friendly recipes
Consumers are on the hunt for budget-friendly recipes. While food prices may be dropping, the cost of eating out is still 3.4 times more than making meals at home. To avoid these costs, more people are making meals in their kitchen.
As a brand, you can collaborate with a chef, baker, or recipe creator to share budget-friendly recipes.
An influencer known to her followers as “Kitchen Queen” shared this wallet-friendly breakfast recipe that uses hot dogs as breakfast meat rather than more expensive alternatives like bacon or ham.
For another twist on recipe sharing, team up with a meal planner. Research shows that 57.4% of consumers “occasionally” plan their meals. Why is it an occasional occurrence? People are strapped for time and inspiration. So, help them out. Team up with a planner to give your target audience a meal plan that covers a week, like this influencer does:
Offer money-saving tips
As consumers continue to watch their spending, especially at the grocery store, consider working with financially savvy influencers to offer shopping tips.
This YouTube clip showcases tips to save, for example:
You can do something similar in a different format, too. Consider asking an influencer to host a Q&A that covers money-saving tips, like the 13-minute video from a food influencer:
Zero waste recipe
Not only are consumers looking to trim their food consumption costs, but they’re also trying to reduce the amount of food they waste. It’s estimated that 40% of food in the U.S. goes into the garbage.
While many want to reduce waste, they aren’t sure how. Influencer campaigns can help. Teach consumers practical ways to cut waste. Here’s a great influencer video that offers three ways to reduce vegetable scraps:
There are specific influencers who focus solely on the zero-waste concept, like Max La Manna, who published a zero-waste cookbook. If this is your angle, look for influencers in this niche.
Farm-to-table recipes
Consumers pay more attention to the food they buy. They’re more likely to look at labels, read the ingredients, and search for healthier, farm-to-table options.
Brands can leverage this food movement by asking influencers to use one of their sustainable ingredients in a recipe, for example. Farm-to-table restaurants could invite influencers to review their menu options like this influencer does at a restaurant in Crete:
You could also encourage consumers to grow their food. This Instagram post offers advice on planting a basic vegetable garden, for example.
Embrace different cultures
Food preferences are eclectic. Embrace it. Brands should team up with diverse influencers who embrace authentic recipes. You can ask influencers to share recipes, do cooking demos, host a live Q&A, review ingredients, or create a new recipe using your brand’s product.
On Cooking with Chetna’s YouTube channel, for example, the influencer joins her mom in the kitchen to create authentic chicken curry. This concept can easily be turned into a sponsored video.
Aside from sharing specific recipes, brands have an opportunity to educate followers as well. Each culture has its recipes, but what are the traditions or reasons behind them? Collaborate with an influencer to “edutain” people with videos like, “What makes a kitchen kosher?”
Start the influencer discovery process today
When you’re ready to find a brand-aligned influencer, search the IZEA Marketplace. Here, you can search with keywords and narrow your results with specific filters like follower count or location.
With a tailored list of possible candidates, you can review influencer profiles, which contain a bio, work samples, and insightful metrics like engagement rates.
You can reach out to your preferred influencer on the platform and start your collaboration talks immediately.
If you’d prefer, you can also post an ad. Known as Casting Calls, you can describe the campaign and the influencer you’re looking for and ask influencers to apply for the opportunity.
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