Why you should never leave your food marketing to generic influencers and what you should do instead

For the longest time, influencers have played a vital role on social media. With their large and dedicated follower bases, they can significantly impact consumer behaviour and preferences.

In this article, we’ll explore the role of influencers in food marketing, the all-important difference between general influencers and category-specific content creators, and the benefits of working with the latter.

1. Understanding the power of influencers in food marketing

Influencers are social media personalities who have built an audience that trusts their opinions and recommendations. They can have a considerable impact on food marketing by:

  • Exposing your brand to a larger audience
  • Building credibility and trust for your product
  • Encouraging engagement and interaction with your brand
  • Boosting brand awareness and recognition

Given their reach and influence, collaborating with influencers can help food brands tap into new markets and increase their overall visibility. However, not all influencers are created equal.

2. The difference between general influencers and category-specific content creators

General influencers are those who promote a wide range of products and services across various industries. They often have large followings but may lack expertise or passion for specific niches, like food. They tend to be in it for the money and promote car insurance one day, holidays the next.

Avoid these influencers at all cost.

Category-specific content creators, on the other hand, are experts in their chosen fields, such as food, nutrition, or cooking. These creators generally have a deep understanding of their subject matter and often produce content that resonates with a highly engaged and targeted audience.

An example of a category-specific influencer is James Hoffman, who runs a Youtube channel all about coffee and 1.74M subscribers. It’s easy to imagine the value somebody like James can bring to a coffee brand.

3. Benefits of working with category-specific content creators in food marketing

Working with category-specific content creators can offer several advantages over general influencers for food marketing campaigns. These include:

a. Authenticity and credibility

Content creators who are experts in their niche come across as more authentic and credible to their followers. When they recommend a food product or share a recipe, their audience is more likely to trust their opinion, as they have a proven track record of expertise in the field.

Take a look at the Pro Home Cooks channel as an example of a channel with huge trust and credibility.

b. Higher audience engagement

Category-specific content creators typically have a more engaged audience because their followers share a common interest in the subject matter. This means that your food marketing campaign is more likely to generate meaningful engagement, such as likes, comments, shares, and even sales.

c. Better targeting

Working with a content creator who specializes in a specific niche allows you to target a more relevant audience. This increases the likelihood that your food marketing campaign will resonate with the right people and yield better results.

d. Long-term partnerships

Category-specific content creators are often more invested in their subject matter, which means they may be open to forming long-term partnerships with food brands that align with their values and passions. This can lead to ongoing collaborations and sustained brand exposure to a relevant audience.

e. Tailored content

Expert content creators have a deep understanding of their audience’s needs, preferences, and pain points. This knowledge allows them to create tailored content that speaks directly to their followers, which can make your food marketing campaign more impactful and memorable.

4. How to identify and collaborate with category-specific content creators

To find the right content creators for your food marketing campaign, follow these steps:

  1. Research potential content creators in your niche by browsing relevant hashtags and social media platforms.
  2. Analyze their content, engagement rates, and audience demographics to determine if they align with your target audience.
  3. Check if followers are genuine and not purchased or bots.
  4. Reach out to potential collaborators with a personalized message that explains your goals and objectives and why you think they would be a good fit for your campaign.
  5. Negotiate terms, such as deliverables, timeline, and compensation.
  6. Provide the content creator with any necessary materials or information, such as product samples or brand guidelines.
  7. Review and approve the content before it goes live
  8. Monitor and measure the performance of the campaign, taking note of engagement rates, conversions, and any other relevant metrics.
  9. Maintain open communication with the content creator throughout the process, providing feedback and support as needed.
  10. Use the insights gained from the collaboration to inform future food marketing campaigns and optimize your influencer marketing strategy.
  11. Consider building long-term relationships with content creators who have proven successful in promoting your food brand. This can lead to ongoing collaborations and sustained brand exposure to a relevant audience.

5. Case studies: Successful food marketing campaigns with category-specific content creators

a. Tasty and Buzzfeed partnership

In a successful collaboration, Tasty, Buzzfeed’s popular food video platform, partnered with various food brands to create engaging, category-specific content. Tasty’s content creators developed branded recipes and videos that resonated with their food-loving audience, resulting in increased brand awareness and engagement for their partners.

b. HelloFresh and food blogger collaborations

Meal kit delivery service HelloFresh has worked with several food bloggers and content creators to promote their products. By collaborating with category-specific influencers who share their target audience’s interests, HelloFresh has effectively increased their brand visibility and driven sales.


Influencer marketing, particularly with category-specific content creators, can be a powerful tool for food marketing on social media. By leveraging the expertise, credibility, and targeted audience of these creators, food brands can more effectively reach their desired customers and maximize their marketing ROI.

When planning your next food marketing campaign, consider working with category-specific content creators who share your target audience’s interests and values. This approach can lead to more authentic, engaging, and successful campaigns that resonate with your ideal customers and drive growth for your food business.

Learn more

Andreas Duess, food marketing expert
Andreas Duess, Food Marketing Expert

Whether you need help figuring out how to make your social media deliver positive ROI or your packaging actually support sales off shelf, or any other food-related challenge, we’re here for you. 

Book a free 15-minute discovery call with me. I am happy to discuss your food or drinks business and any questions you may have.

 No sales, no obligations, just straightforward advice. 

Other articles you may find useful

Our partners