Though our world is inhabited by a diverse range of people, there is one thing we all have in common.
From national delicacies to world-renowned food brands, food dominates everything we do and everywhere we go.
Racking our brains as we search through empty kitchen cupboards for ingredients to make a “throw-together-meal” is now a thing of the past. Simply hop onto social media and you will have an endless list of recipe ideas and how-to videos at your disposal.
In recent years, food influencers have taken up considerable space in the creator universe. Their expertise, creativity, and passion for food play a huge part in the food industry being valued at over 9 trillion dollars as of this year.
Exploring the topic of food is limitless. With thousands of cuisines, special diets, and food trends, there is space in the foodie verse for everyone. Becoming a food influencer in today’s climate can land you some pretty impressive brand deals too, so it’s no wonder so many people are looking to become one.
Want to know how to become a food influencer on Instagram? If food is the love of your life (like it is ours) and you want to share that with the world, then we’re here to help. This blog will run you through all you need to know about becoming, being, and sustaining your career as a food influencer in 2023.
Out with the old and in with the new
If you’re able to transport your mind back to the Internet in its youth, you will remember that having a blog was all the rage. Although the demand for recipes and general food content has always been high, this demand has only risen as more and more people have discovered just what opportunities the digital age can bring to people in this industry. Food bloggers quickly realised this and began making big money by sharing recipes online.
As more and more people cottoned onto this, the wave of food bloggers hit. With it, came a decrease in pay outs now that the community had become so saturated. So how did people adjust to ensure they were still receiving the money they deserved?
Cue the social media platforms and the birth of the modern-day food influencer.
Just like everything else online, food content had to quickly evolve into something more accessible, eye-catching and persuasive. Just sharing recipes was no longer enough to grab people’s attention now that new social media platforms were emerging that prioritised video content.
While many food bloggers turned to platforms like YouTube to begin sharing their recipe ideas in video format, the rise of food culture on Instagram was brewing.
How many times have you been out to eat and been told you simply cannot tuck into your food until a photo has been taken of it? Today, plates, cutlery and drinks are aesthetically reorganised on the table, snapped and uploaded straight to Instagram. This is the food influencer in its newest form.
However, even this is just the beginning.
Partner Solutions Manager at Instagram, CJ Hernandez, explained to Forbes that, even though food has always been a popular area of interest to many users on the platform, focus has now shifted from aesthetic photos of food to the stories and personalities behind those who eat it and make it. This is indicative of changes in social media consumption behaviour, whereby people want to see, connect and be inspired by other people, rather than by brands.
Today, knowing how to become a food influencer on Instagram can kickstart a whole career centred around creating communities, sharing dieting journeys with each other and educating others on cultural practices. Thanks to Instagram releasing features such as Reels and Lives, food influencers are able to connect with so many more people. Reels lend creators the tools to create more professional-looking content, while Instagram Live allows them to have one-on-one conversations with members of their community.
How to become a food influencer on Instagram
While a passion for food is essential, becoming a food influencer in 2023 also requires a lot of social media knowledge, creativity and partnership skills. Food brands and restaurants are jumping on the influencer marketing bandwagon like everyone else and their list of requirements is detailed.
Today, food influencers are showing no signs of running out of creative ideas to share food content online. However, without knowing how to run and maintain your foodstagram account, your innovative ideas will have no reach. Here’s how to avoid that:
As a food influencer, presentation is everything. After all, you want to attract your audience with the yummy food you are making/promoting/eating.
Leveling up your presentation game doesn’t have to cost much, either. There are plenty of free photography courses online that could take your food pics from standard to outstanding. As well as this, there are many free photo editing apps, so no need to pay an extortionate price for this either.
Being wary of your presentation also tells visitors to your profile that you are aware of your personal branding. Any inconsistencies relating to messaging or branding will create a break and could risk others viewing you as an untrustworthy source of information.
@thenaughtyfork does a great job of this.
View this post on Instagram
Know your brand
Social media, particularly Instagram, is more saturated than ever, so creating your own voice and niche is really important. In order to define your brand consider asking yourself what your mission is and how your brand is different from others. The answers to these questions will aid coming up with the style of your brand, the types of content you will share and the voice behind your account.
Once you have defined your brand, stick to it. Don’t get lost in the sponsored content opportunities. Make sure your branding shines through every piece of content you post. This is essential to knowing how to become a food influencer on Instagram.
@gazoakley knows his brand caters to young vegans and his casual vibe reflects this throughout his posts and captions.
View this post on Instagram
Don’t be casual about hashtags
Hashtags are certainly worth it, as long as you use them strategically. The trick is to maintain a mixture of common hashtags that will expand your reach and niche hashtags that will attract your desired audience.
For a more in-depth guide to
It is no secret that Instagram likes to push Reels, so why not lean into them and reap all the benefits they offer?
You can keep a close eye on your analytics if you are aiming to use Reels to boost your views, but other than that, they are a fun opportunity to experiment with different style of video until you find what works best for you.
Instagram hashtags for food influencers, check out our blog.
Talk to your audience
Understanding how to become an influencer on Instagram is understanding that communication with your audience is the key to foodstagram success. Communication is a two-way street. Even though you are providing them with content, you should also be taking the time to get to know them. Do this by replying to and liking their comments on your posts. Ask them questions and prove to them that you value their opinions. Once you begin reciprocating the energy your followers give you, you will start to see your follower count organically increase and will ensure their loyalty.
Educate your followers
Many people use social media to learn something new. In the food industry, there is endless opportunity for this. From gluten-free diets to the cuisines of remote parts of the world, sharing this knowledge with others can be a great way to help and connect with others. The more niche, the better.
@jennymartinezzz shares the traditional Mexican dishes she cooks for her family with her followers.
@jennymartinezzz Mexican Uvas Locas! Recipe coming soon #jennymartinezzz #uvas #locas #crazy #mexican #grapes ♬ sonido original – Oscar Gómez
Just like every platform, Instagram is changing. It is now even more challenging to land good influencer deals due to people offering their content to brands for free in the past and decreased market value. However, this doesn’t mean it’s all doom and gloom. Influencers should now consider accepting goods in place of cold, hard cash for their services. You should be open to this option as a beginner or micro-influencer, however, as you grow, so will your brand deal opportunities and you will soon start to see the money you deserve.
Food for thought
It’s not hard to imagine a future where people are deciding what groceries to buy based on recommendations from their favourite influencers. It is also not hard to imagine brands increasing their advertising budgets to suit more food influencer deals in a bid for mass personalisation. Taking these predictions into account, it is safe to say that the influencer will not be going out of work any time soon, so if food influencing is your dream, we say go for it!
Influencers are a great way to connect with the world via food. After all, knowledge is power and it’s even better when it tastes good.
Can you make money as a food influencer on Instagram?
Yes. As an influencer, you have the opportunity to partner with brands who will pay you to endorse their products.
How do you become a food influencer on Instagram?
- Pick a catchy name – something that will tell passersby what you’re all about.
- Define your brand and keep your style and tone of voice consistent throughout your profile.
- Find a niche, whether this be heritage cooking or a special diet, such as gluten-free cooking. This way, you will attract engaged followers.
- Communicate with your audience to ensure their loyalty.
- Post high quality content and keep the tone of your caption as human as possible to avoid sounding “salesy”.
How do food bloggers get paid?
Food bloggers make money through the ads displayed on their blog posts. Display ads can account for as much as 40% of a food blogger’s revenue.
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