Great work! Talking about influencers sounds a bit 'us and them' though. We're all in the same business - influencers, journalists, substackers etc - and there are a lot of us not being entirely transparent (I'm comped nearly everywhere I write about except the places I write about on Substack)
If I have understood correctly, the ‘influencers’ sell their ‘ability to influence’ based on the numbers of followers and engagement statistics, but the restauranteurs do not seem to have a desire/method for actually measuring the impact of their investment. I recognise that this may be a rather generalised criticism, but to invest in marketing without a means to measure the impact is not good business practice. Perhaps the ‘influencers’ should provide an honest and accurate method to measure the impact of their activity as part of their package? ……I don’t think any self respecting ad agency, or digital marketeer would not provide that as part of the service.
They brought NINE people with them? I'm sorry, that's taking the piss. And I'm a firm believer that you always tip based on the full value of what you got - so if you had a discount you tip based on the full bill and if it was comped you tip anyway.
I once appeared in the b-roll footage of an influencers review of a cafe, there was nobody else in the shot, just me & my friend having a deeply personal chat. Had no idea until people started messaging me asking if it was me but felt pretty violated
This is the best series I’ve come across talking about influencers in food. Can’t wait for part 3!
Bravo Meg. Fascinating, informative reading. What a tangled web we weave……
Thank you!
Great work! Talking about influencers sounds a bit 'us and them' though. We're all in the same business - influencers, journalists, substackers etc - and there are a lot of us not being entirely transparent (I'm comped nearly everywhere I write about except the places I write about on Substack)
If I have understood correctly, the ‘influencers’ sell their ‘ability to influence’ based on the numbers of followers and engagement statistics, but the restauranteurs do not seem to have a desire/method for actually measuring the impact of their investment. I recognise that this may be a rather generalised criticism, but to invest in marketing without a means to measure the impact is not good business practice. Perhaps the ‘influencers’ should provide an honest and accurate method to measure the impact of their activity as part of their package? ……I don’t think any self respecting ad agency, or digital marketeer would not provide that as part of the service.
There’s an old saying that half of any business’s marketing spend is wasted money - but it’s impossible to tell which half
They brought NINE people with them? I'm sorry, that's taking the piss. And I'm a firm believer that you always tip based on the full value of what you got - so if you had a discount you tip based on the full bill and if it was comped you tip anyway.
I once appeared in the b-roll footage of an influencers review of a cafe, there was nobody else in the shot, just me & my friend having a deeply personal chat. Had no idea until people started messaging me asking if it was me but felt pretty violated