Restaurant Promotional Campaigns Throughout the Pandemic

Although plenty of restaurants had a difficult time navigating the pandemic, plenty of others managed to see a lot of success by partnering with various food bloggers or food influencers across a number of social media platforms. The relationship between restaurants and food influencers is relatively complex, but most of the time it’s a simple business relationship.

While restaurants manage to reach audiences that are  difficult to reach only through ads, with the help of the influencer, the influencer gets content as well as free food for their platform. And one of the most popular collaborations throughout the pandemic was restaurants partnering with food influencers on TikTok.

While restaurants were closing down at record numbers or letting go of their employees at the height of the pandemic last year, plenty of food influencers struggled to find material for their followers . That’s when both food influencers and restaurants decided to get creative with their promotional campaigns. Restaurants decided to start offering takeout options as well as delivery services, and food influencers started sharing the various delivery options that people could get from different restaurants.

Additionally, plenty of influencers on TikTok managed to get a bigger audience during the pandemic, as the app itself skyrocketed in popularity, especially with younger generations . That’s why plenty of food influencers decided to use the app to try highlighting some of the small food businesses and restaurants that needed more exposure than ever before. This mutually beneficial effort resulted in plenty of food influencers and restaurants successfully surviving the pandemic with the help of each other.

Most of the time, food influencers either received a free meal or were paid for a quick feature on their social media profile. Additionally, plenty of restaurants found that this was a risk they were willing to take because the results were very beneficial for them. Most of the food influencers who create videos on TikTok about their dining experiences tend to keep them short and showcase their meal in less than 30 seconds.

The influencers who managed to thrive during as well as after the pandemic, had to be flexible and adept at following different emerging trends. This is because the platform allows users to gain viewers relatively easily, but keeping that audience interested over a long period of time becomes a bit more difficult.

One of the most important things that both restaurants and influencers have noted about the platform is that users are looking for content that’s personal. To successfully do that in an advertisement, either the influencer should be sharing their story about the experience at a restaurant, or talking about the restaurant itself, its history, or even the difficult times it has faced throughout the pandemic. That way, restaurants could show a large number of people that they needed help while reaching that number of people with the help of influencers. On the other hand, influencers could get content for their viewers.

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