Why You Need to Stay Up to Date on FTC Guidelines

Why You Need to Stay Up to Date on FTC Guidelines

In our industry, there is nothing more important than staying up-to-date on current FTC Guidelines for sponsored partnerships. We value all our relationships - with brands and influencers - which is why we always require you to clearly disclose ad content associated with our brand partners.

If you’ve worked on campaigns with us, you’re already familiar with the fact that you are required to follow FTC Guidelines when you sign your Influencer Agreement for every campaign you take part in. If you have yet to participate, keep an eye out for this section of the agreement when you are selected to work on a campaign.

All Foodie Tribe influencers are required to follow FTC Guidelines. Failing to do is subject to Tribe membership review and removal. To learn more, please see FTC Endorsement Guideline Summary and Native Advertising: A Guide For Businesses for the proper way to disclose endorsement.

Why do you need to follow these guidelines? The FTC helps people make informed buying decisions, by protecting consumers from deceptive advertising. Due to the rise of sponsored social media content, these guidelines have been created so influencers remain ethical and follow the law.

At Foodie Tribe, we pride ourselves on honest, authentic, collaborations and are proud of the work our influencers create. We urge all of our Tribe members to stay on top of the constantly changing FTC Guidelines so you can continue creating stellar content!


Dara Schlossmann is an Influencer Manager at Foodie Tribe. In her free time you will find her taking advantage of the sunny Florida weather, traveling, or in the kitchen cooking up a new recipe.

What To Do When Instagram Goes Down

What To Do When Instagram Goes Down

Let’s revisit last Wednesday, AKA the day everyone freaked out because Instagram was down. What did you do? How did you handle it?

The app wasn’t allowing users to comment or like posts, making it impossible for influencers to engage with their followers. And, many users weren’t able to upload newsfeed content either. Of course, this isn’t the first problem Instagram has ever had, and it is important to remember that there is always a chance for some kind of glitch. So, we decided to share a few tips for how you should handle a situation like this in the future.

How You Should Handle It

  • Whenever you notice something that is not right with the platform, report the problem to Instagram.

  • Check with others to see if they are experiencing the problem too. If many people are, it is probably a platform-wide issue, not an issue with your account.

  • Apologize and explain the problem to your followers. Let them know you value your relationship with them but the issue is preventing you from engaging/posting/etc.

What You Can Do

  • Stay calm! Know that Instagram is working to resolve the issue.

  • Don’t log out. This could lead to further complications once logging back in.

  • Check via web browser to see if your account is still live. If so, you weren’t hacked.

  • Check known issues on the Instagram Help page.

  • Check Instagram’s Twitter account to see if they have issued a statement.

  • Get off Instagram and go have fun! Use it a social media cleanse to take a little break.

How We Communicate The Issue To Clients

  • During a campaign, we are in constant contact with the client. We let them know what’s going on, what the issue is, and that it is not the influencer's fault.

  • We provide them with a published article or statement from the company noting the problem and that Instagram is working on it.

  • In a dire scenario, if the issue is not resolved by the end of the campaign, we will always have a Plan B. This way the influencer can still share their content and be paid for their work, and the client will still be satisfied with the campaign and working together.

Just remember, when things like this happens to the platforms we use most for content creation, keep calm, and over communicate with any clients and followers.


Dara Schlossmann is an Influencer Manager at Foodie Tribe. In her free time you will find her taking advantage of the sunny Florida weather, traveling, or in the kitchen cooking up a new recipe.

What goals can you achieve with influencer marketing?

What goals can you achieve with influencer marketing?

There are several goals that a food, beverage or hospitality brand can achieve with influencer marketing. Influencer marketing in a bubble, done by itself will yield some likes, comments, follows and some awareness, but it’s intensely more powerful when its a part of a large plan and tied to other goals and efforts.

Influencer marketing is a way to gain awareness and credibility through the endorsement and recommendations of outspoken market leaders who have curated their own audience. Those audiences trust the influencer to advocate for products and services that align with their needs and lifestyle.

Said another way, influencer marketing is advertising at the word-of-mouth level.

The best use of influencer marketing is to gain audience with a desirable audience. Whether you are launching a new product, service, menu, a limited time offer or have a larger branding campaign, influencer marketing adds the ability to reach a highly targeted focus segment of customers.  

Many people think of influencer marketing as a great way to drive awareness, because it is. Often times influencers can be the first person to introduce a product or service to their followers. Typically however, a customer journey has many touch points. A consumer might see your television ad and think “mmm that looks good. I want to eat it,” and then go back about their day.

The next day they could see the post from an influencer, and it could be just that kick they needed to grab lunch from your restaurant. Suddenly that influencer is now driving decisions and actions in the same way a coupon emailed to your list might, or handing someone a sample bite as they walk by your kiosk.

Influencer marketing works at all levels of the customer funnel. That’s why it's important to have a campaign goal and understand where influencer marketing fits in your marketing stack.

Lights, camera, action … budget. Hiring photographers, script writers, a studio, graphic designers and other creatives needed for a photo shoot, TV commercial or social content is expensive, takes a lot of time and demands a lot of creative direction. Once you’ve created that amazing content, it still needs to be activated and promoted. It’s a lot of work.

Influencer marketing helps you to generate quality content that comes with awareness built in. Once you have provided direction, the influencer handles the content creation and shares it with their followers.

Here are some examples where influencer marketing could be an effective strategy.

LIMITED TIME OFFERS / NEW MENUS

Hospitality businesses rely on regular timed releases of new menu items, old favorites and collaborations to attract new and returning customers. These items boost excitement and can even get consumers to add it to their regular offer, thereby increasing average ticket size. They can also help attract a new audiences to a restaurant normally out of a consumer’s consideration. This is a great time to work with influencers to promote your specialty items and new or seasonal menus.

Example: Red Lobster

STORE OPENINGS

You’ve spend hundreds of thousands of dollars, if not millions on building out a new store, staffing up, testing the kitchen and making sure everything is operationally ready. The PR company is working to get some key placements, you’ve readied some Facebook ads and are posting to social.  You can invite influencers to a special tasting or press preview ahead of opening or during soft launch and have them share content with their followers to get people to know about a store now open near them.

Example: Charleys Philly Steaks


EVENTS / SPECIAL PROMOTIONS

Many brands rely on holidays, events and special promotions to drive repeat trips and and incremental revenue. Whether it’s new packaging, participating in a large event or tasting or promoting a new green initiative, influencers can help you augment your promotion through calls to action and creative content.

Example: Schweid & Sons

LOYALTY PROGRAMS / APPS

Driving adoption for loyalty programs and new apps starts with awareness. You should email your current customers and let them know but how do you attract new customers to the features offered? That’s where influencer marketing can get people interested in becoming a stickier customer.

Example: Potbelly

RECIPE CREATION

Brands can also rely on influencers to create content around their brand by developing unique recipes. Working with influencers to create easy, simply recipes that their followers can re-create, as well as giving away special codes for them to use for their followers can redeem, will ultimately increase awareness and sales of your product. You can take this route for a new product launch, new packaging, or just because your product needs an extra push in the market.

Example: Jana Foods and FAGE

PROMOTE TOURISM

Not only do people plan where they are going to eat on vacation, with the rise of food TV and influencer marketing, people are now planning their vacations and off-time because of food. Tourism boards and organizations have realized this and are starting to use influencers to help influence people to visit.

Example: German National Tourism


Rev Ciancio is a Senior Marketing, Branding and Digital Strategist with 20 years of experience, specializing in hospitality marketing, content and local SEO. He has led many clients to new levels of local, national and international success in the hospitality, financial service and entertainment sectors.

He is also former agency owner as well as a former New York City bar owner. Rev is an “expert burger taster” and pens hospitality and marketing tips on his Instagram @revciancio as well as his LinkedIn Profile.

How To Plan Your Influencer Marketing Campaign

How To Plan Your Influencer Marketing Campaign

Word-of-mouth marketing is crucial nowadays. When I started in the public relations industry over 10 years ago we were laser focused on ensuring our clients were featured in large newspapers, magazines, and that we got placed on the right TV segment. Fast forward ten years, and I’ve seen a lot of changes. I’m sure you see it too, influencer marketing is on the rise.

I recently read these stats and thought you might also find them compelling:

  • Micro-influencers, a content creator with up to 100k in following, receive higher engagement than those with over 100k

This only solidifies the importance of incorporating a strategic, and effective, influencer marketing plan that partners with the right creators who are targeted the right audience.

Chances are there are 2 main reasons why you are reading this now:

  • You want to learn about influencer marketing strategy

  • You’ve worked on an influencer marketing campaign and want to improve on your efforts

Here at Foodie Tribe we have developed a process, and a plan that has worked for the clients that have partnered with us. I’m going to share it with you.

WHAT YOU NEED TO ASK

If you know what you want to market, your plan starts by answering these questions:

  1. How many content creators does your plan need?

  2. Which platforms is your target audience using (Instagram, Twitter, YouTube, blogs, etc)?

  3. What type of content do you want them to produce?

  4. Do you need the impact of macro or micro influencers?

  5. Are there specific markets you want to target for awareness?

  6. How many pieces of content per influencer will drive the awareness you need to generate?

  7. When do you need the campaign to start, and how long should it last?

  8. Most importantly, how are you going to measure the success of the campaign?

Once you have identified these key aspects of a campaign plan, you can move forward with the influencer selection and invitation process.

Something very important to note, that’s an inspiration for our work; 94% of marketers think that ‘transparency and authenticity are key to influencer marketing success.’ Honesty is a core tenet here at Foodie Tribe. We hand-select and approve our influencers to ensure that they are authentic creators.

After you have decided on the group of creators you want to collaborate with, and you have finalized a content brand strategy, next step is going to be to put your content strategy into action, and let the influencers get creative. I’d recommend providing the influencers with brand and/or visual content guidelines, but always remember - the influencer knows their audience the best, therefore, they will know what content to create to ensure it resonates with their followers.

Here is the part we really enjoy at Foodie Tribe: content and collaboration management. We then review all of the content to ensure it’s on brand and delivers to goal. We then let the influencers know content is approved, and can be uploaded. That’s when the fun happens, we all get to watch the engagement and interaction.

After all of the content has made its initial impact we officially “close” the campaign, and run the numbers. We are looking for key metrics like how did the content perform against the agreed upon KPI’s? Was the campaign successful?

You can view some of the KPI’s we have tracked our campaigns against here. According to Linqia’s “The State of Influencer Marketing 2018” report, engagement seems to be the most popular metric (90%), with clicks (59%), impressions (55%), conversions (54%), and reach (50%) following.

Influencer marketing is something every brand should be looking into an exploring, as this is where the consumer is most heavily involved in when it comes to purchasing a product, or visiting a storefront.

Are you ready to put together a successful influencer marketing strategy? Email us to get started info@foodietribe.org.


Katy Coffield is the CEO at Foodie Tribe. When she isn’t eating or talking about food, Katy also loves to hang out with her husband and two kids, drink PepsiMax, and workout.

Insider View: How Influencers Plan Instagram Content

Insider View: How Influencers Plan Instagram Content

Working with influencers for your marketing efforts means one less thing on your to-do list. No need for you to spend hours on a photo shoot or drafting creative copy. Busy brands and businesses have turned to influencers to do this work for them. But, how do they strategize, prepare, and schedule their content? Here’s a sneak peak!

  1. They curate their feed. Creating an aesthetic is very important to most influencers, as it plays a part in strategy, engagement, and growing followers. It’s not uncommon for influencers to use the grid format when planning posts in advance. It allows them to see what their images look like next to each other, on top of each other, below each other, and diagonally across from each other. It’s important for influencers to be able to see their feed from all angles so they can plan when to post what.

  2. They draft captions ahead of posting. This allows the influencer to really think about what they want to write, and gives them time to edit, make changes, or fix any errors.

  3. They schedule their stories. Although a lot of stories are in-the-moment, some influencers also like to plan and schedule them. This gives the influencer the opportunity to see how a story will look to the viewer. Using templates has become a popular layout for stories, and allows the influencer to be able to plan and edit content before it is posted live.

  4. They know what time is best for them to post content. No, it isn’t a guessing game. Influencers are able to view their insights within their account. They can see all of their analytics, including audience and follower information, which shows a breakdown of the days and times when their audience is most active.

If you haven’t already, make sure to read our post on things to consider when deciding to work with influencers.


Interested in learning how Foodie Tribe can you help strategize your influencer marketing content? Send us a note here, and we will be sure to get back to you to get started!

Are Your Influencers Using Instagram Stories?

Are Your Influencers Using Instagram Stories?

If the influencers you are working with are not using Instagram stories, that’s a big mistake. Feeds aren’t the only place anymore for influencers to market your product. Stories have become increasingly popular, and it’s another place you can get your sponsored content seen by followers.

According to eMarketer, in 2018, 34% of sponsored content worldwide, was viewed on Instagram stories, while 66% was viewed as feed posts. This shouldn’t be a surprise given that users are watching stories more and more. And it’s the perfect opportunity for influencers to create an authentic, immersive, behind-the-scenes connection with their followers. In addition, it allows influencers to create content in a more interesting, more engaging, and casual way.

“We expect to continue to see an increase in Instagram story posts in 2019, especially among micro-influencers who aren’t always getting paid cash for their collaborations and instead receive products, promo codes, gift cards or experiences,” said Mavrck co-founder and CEO Lyle Stevens.


One advantage of stories over feed posts? The ability to link to a website/product page. Feed posts don’t allow influencers to add a link in the caption copy. Instead, they would have to put it in their bio. But with stories, affiliate links can be placed directly in the frame with the swipe-up feature, to take the viewer straight to the page. “The ability to tell a story through multiple frames, as well as the swipe-up function to drive traffic, have made it a great format for marketers to utilize,” said Kamiu Lee, CEO of influencer marketing platform Activate. “For influencers, the ephemeral nature of Stories allows them more freedom.”


Interested in learning how our Tribe of content creators can help curate content for your brand? Click here to let Foodie Tribe help you with your influencer marketing efforts.