Top 10 food micro-influencers to follow!

As consumer distrust of Instagram's behemoths grows, brands are gradually establishing social media strategies in partnership with micro-influencers, promising more authenticity.Closer to their communities, micro-influencers generate no less than 60% more engagement rate (reactions generated following a publication, such as likes, comments and shares) than macro-influencers! While "big" influencers enable us to reach a wider audience, campaigns that incorporate several micro-influencers enable us to engage our target more effectively.

Although their communities are smaller, their strength lies in the very strong commitment of their subscribers, who are more receptive and active than those of macro-influencers. 82% of consumers follow the recommendations of at least one micro-influencer on social media. On Instagram, the rate of likes is 8% for accounts with fewer than 1,000 followers, compared with just 1.6% for those with more than 10 million! In other words, their power of recommendation is considerable. An asset at a time where prescription on social media is essential to communicate effectively about your restaurant.There are several reasons for this commitment. The micro-influencer is a guarantee of authenticity for consumers in search of transparency. With little or no remuneration, micro-influencers are more trustworthy than macro-influencers, who may be considered as "bought" by brands in the same way as muse.

What is a micro-influencer?

Micro-influencers generally have fewer than 50,000 subscribers on social media. Although this figure is not official, it gives a good indication of the subscriber threshold that differentiates them from macro-influencers. Macro-influencers are characterized by their authenticity, embodying "Mr. and Mrs. Everyman". The sincerity and naturalness of their publications are seductive because of their proximity. They are very close to their communities, with whom they don't hesitate to interact by replying to comments and private messages sent by their subscribers. If they're accessible to their followers, they're just as accessible to brands and establishments, which can more easily get in touch with them and offer them effective partnerships - if the influencers are well-targeted and fit into the brand universe. And last but not least? Their power of recommendation - reflected in the engagement they generate! True enthusiasts, they bring a comprehensive expertise of the food they love. Their communities recognize their expertise in the same way that gastronomic guides do. Today's micro-influencers are becoming key influencers for the restaurant industry. Both more accessible and cost-effective, they enable us to reach a better-targeted audience and generate maximum engagement. Working with a micro-influencer can be a wise choice.

How do you choose the right micro-influencers for your restaurant?

To build a coherent and effective micro-influencer campaign, it's essential to identify them in advance. Here are the questions to ask yourself before contacting them.

• Where does he live? Where does he travel? And where are the addresses he's tried in the last 6 months? It's best to promote a micro-influencer who lives in your city or visits it regularly. For an even more impactful strategy, consider using a local influencer.
• What is his diet? Is he a fan of unabashedly fatty foods? Does he have a passion for pizza, or does he hate it? Is he vegan or vegetarian?
• What addresses does he like to try out? Does he prefer gourmet or neighborhood restaurants?
• What are his guilty pleasures? It's all about looking at what he likes. Does an influencer seem particularly fond of burgers? And he seems to take a particular interest in the sauce between the steak and the bun? Do you have a secret sauce you're particularly proud of? That's the best way to reach him.
• Personalize your approach! Make sure you avoid generic, impersonal messages - they won't work! You're not talking to a robot; a micro-influencer will be touched that you take a special interest in his or her work.

Which French micro-influencers are worth keeping an eye on?

1. Paris with Charlotte, 24.2 K subscribers, 4% engagement rate: for gourmet and girly addresses in Paris.

1. Stéphanie Guillemette, 22, 8 K subscribers, 3% engagement rate: for veggie and healthy addresses in Paris and Europe.

1. Au Petit Gâteau, 21, 2 K subscribers, 3.8% engagement rate: to identify the best patisseries in Paris.

1. Guillaumine Thérond, 10.7 K subscribers, 4.6% engagement rate: for elegant, refined signs!

1. Food Lille Restaurant, 7,757 subscribers, 4.7% engagement rate: for small, gourmet addresses in Lille!

1. Foodologue, 6,929 subscribers, 2.3% engagement rate: for generous addresses in and around Paris.

1. The Travel Buds, 6,625 subscribers, 2.8% engagement rate: for publications so tasty they almost make you want to crunch your smartphone!

1. Lucie passion glucides, 4,546 subscribers, 4.6% engagement rate: For uncomplicated gourmet addresses!

1. Ma Jolie Food, 4,218 subscribers, 4.5% engagement rate: For Lyon addresses selected with care and love.

1. Sissy in Paris, 3,189 subscribers, 25% engagement rate: for great brunch addresses.

Note that it's also advisable to work with several micro-influencers on the same campaign to increase your restaurant's visibility.If you'd like us to help you with an influencer marketing strategy, the Malou team will be delighted to share its expertise.Sources:https://www.wellcom.fr/wnews/2018/05/4-raisons-de-miser-sur-les-micro-influenceurs/https://landing.digimind.com/fr-ebook-influencers-oct2018-bdm