Modern marketing techniques devote a lot of attention to so-called Influencers, people whose high profile social media accounts make them well-suited to disseminate your marketing message to people who already trust their information. However, more followers is not always better. An influencer with millions of followers all over the nation and the world may have relatively few of them who actually live in your area. Likewise, influencers who lean too hard towards conspicuous consumptions and elite brands may be ill-suited for your particular restaursnt. If you’re a “normal” restaurant, the best influencers may be locals with 10,000-20,000 followers whose audience members really do live in your area.

Key Takeaways:

• Influencers are people on social media with large numbers of followers who pay attention to and trust their opinions.
• It is important to choose influencers whose tastes, preferences and subject matter are a good fit for yours, as opposed to those who only promote very high end brands.
• Influencers can be a good way to advertise your restaurant to many people at once for free or almost free.

“There are people who have millions of followers, and they’re not really the people that we’re looking for. We want Influencers who have around 10,000 followers or 20,000 followers. The idea is that we’d rather have somebody whose followers and the people they influence are in New York.”

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