If you’ve ever wondered why some restaurants are constantly buzzing with customers while others struggle to fill seats, the answer might surprise you: influencers. In 2024, food influencer marketing is reaching new heights, and the restaurants that embrace this trend will be the ones leading the pack.
Think about it—when was the last time you picked a restaurant without checking Instagram or TikTok first? Social media has completely changed how people discover new places to eat. More than ever, diners trust influencers to tell them where to find the best meals, and savvy food brands are taking note. In fact, over 60% of millennials admit they’ve tried a new restaurant based on an influencer’s recommendation. And with the influencer marketing industry expected to hit $22.2 billion by 2025, this is one trend you can’t afford to ignore.
In this blog, we’ll break down the key influencer marketing trends that are set to shake up the food and restaurant industry in 2024. Whether you’re a small café or a major food brand, understanding these trends could be the difference between struggling to stay afloat or thriving in this competitive market.
Top 7 Food Influencer Marketing Trends to Watch
1. The Rise of Micro and Nano Influencers
Gone are the days when only influencers with millions of followers could make a big impact. In 2024, micro and nano influencers—those with 1,000 to 100,000 followers—are where the magic really happens. Why? Because their audiences trust them more. These influencers feel like friends, not celebrities, which means their followers actually pay attention to what they recommend.
- Why should you care? Micro-influencers generate 60% more engagement than the big names. That’s right, they may have fewer followers, but their followers are way more likely to like, comment, and share their posts.
- For food brands and restaurants, this is great news. You don’t need a huge budget to get big results. These influencers are often more affordable and offer a more personal connection with their audience.
Example: A small local café partnered with a nano influencer in their city, leading to a surge in foot traffic and social media buzz. The influencer’s authentic post about her “new favorite brunch spot” attracted dozens of new customers in just one weekend!
2. Short-Form Video Content Will Reign Supreme
If you’re not already on TikTok or Instagram Reels, it’s time to jump on board. Short-form video content is taking over the internet, and for good reason—it’s fast, fun, and easy to consume. In fact, 50% of food-related content on TikTok comes from influencers. That’s where your next customer is hanging out, scrolling through food videos and deciding what to eat next.
- Why should this matter? Videos under 60 seconds have the potential to go viral, getting your restaurant or food brand in front of thousands (or even millions) of hungry viewers.
- Best practices: Show off your food with beautiful close-ups, add some trending music, and keep it playful. A quick, visually satisfying video can do more for your brand than a thousand words.
Pro Tip: Focus on behind-the-scenes clips, chef highlights, or those slow-motion shots of your food being plated. Viewers love seeing the process!
3. Authenticity and Transparency Are Non-Negotiable
Let’s face it—people are tired of over-the-top sales pitches. In 2024, authenticity is everything. Your customers want to feel like they’re getting the real deal, whether it’s a new product launch or an influencer review. If something feels too polished or fake, it’s game over.
- Why it’s important: A recent survey found that 86% of consumers value authenticity in influencer marketing. So, influencers who genuinely love and use your products are much more likely to connect with their audience.
- How to stay real: Encourage influencers to be themselves! Ask them to share personal stories about their experiences with your food. A few behind-the-scenes shots or even some bloopers can go a long way in building trust.
Pro Tip: Have influencers show their unfiltered reactions to your food. Real emotions build real connections.
4. Collaborations with Niche Influencers Will Increase
Not every influencer is a good fit for every brand. As we move into 2025, working with niche influencers—those who focus on specific food categories like veganism, gourmet cuisine, or sustainable eating—will be key to targeting the right audiences.
- Why niche matters: Niche influencers have smaller but super-engaged audiences. They talk to people who are deeply passionate about specific food topics, making their recommendations more impactful.
- Example: A vegan restaurant partnered with a plant-based diet influencer and saw a 20% boost in their weekend bookings because the audience was already aligned with their menu.
Statistics: Niche influencers can generate 20% more engagement than general influencers, making them a perfect match for specialized food brands.
5. User-Generated Content (UGC) Will Gain More Traction
It’s not just about what influencers say anymore—it’s also about what their followers say. In 2024, user-generated content (UGC) will play a bigger role in food marketing. Encouraging your customers to share their own photos and experiences online can spark a wave of free advertising that feels authentic and trustworthy.
- Why UGC works: People trust recommendations from other consumers more than from brands. UGC campaigns are reported to generate 6.9 times higher engagement than regular branded content.
- How to leverage it: Run fun campaigns where influencers invite their followers to share their experiences with your brand. The more your brand is seen in a real-life setting, the more relatable and enticing it becomes.
Pro Tip: Create a branded hashtag and encourage influencers to feature it in their posts, making it easier for their followers to join in the fun.
Read More: How Restaurants can Benefit From User-Generated Content in 2024
6. Influencer-Led Brand Collaborations
Influencers aren’t just promoting products anymore—they’re creating them. In 2024, expect more influencer-led brand collaborations, where influencers team up with food brands to design special dishes, menus, or even entire product lines.
- Why this is a big deal: These collaborations add a personal touch to your brand and give followers something exclusive to get excited about.
- Statistics: According to a recent survey, 75% of brands plan to increase their influencer collaboration budgets in 2024, with many focusing on co-created products.
Example: A famous food influencer teamed up with a pizza chain to create her own signature pizza, which sold out in just a few weeks after its launch.
7. Focus on Sustainable and Ethical Brands
Consumers are becoming more conscious of where their food comes from. As a result, influencers who champion sustainable and ethical food brands will be in high demand in 2024.
- Why it’s important: More than 55% of consumers now prefer to buy from brands that prioritize sustainability. Partnering with influencers who promote eco-friendly, locally-sourced, or ethically-produced food can set your brand apart.
- Example: A well-known eco-conscious influencer partnered with a sustainable seafood restaurant, and their combined campaign led to a 35% increase in reservations from eco-conscious diners.
Pro Tip: Highlight your brand’s eco-friendly initiatives in influencer campaigns, like waste reduction, sourcing local ingredients, or using biodegradable packaging.
Stay Ahead with the Power of Influencers
As we move into 2025, the world of food influencer marketing is only getting more exciting. From the rise of micro-influencers to the boom in short-form video content and the shift towards authenticity and sustainability, there are endless opportunities to take your food brand to the next level. Whether you’re a cozy café or a nationwide chain, embracing these trends will help you not just survive, but thrive in this ever-competitive market.
Remember, the secret to standing out isn’t just about having a great product—it’s about connecting with the right people who can amplify your story in a way that feels genuine and relatable. And that’s where TasteTribe comes in. Whether you’re looking to collaborate with niche influencers or run a UGC campaign that sparks community engagement, TasteTribe is your go-to platform.
For restaurants, it’s time to join the movement—sign up on TasteTribe today and start building authentic relationships with influencers who can take your brand to new heights. And for influencers, there’s never been a better time to step up and make your mark. Sign up for FREE on TasteTribe and connect with brands that are just as passionate about food as you are.