Keyword – marketing strategy

Míra, Mohr – Mária, Törőcsik:

Marketing Strategies of Food Influencers on Social Media

Companies are allocating an increasing proportion of their marketing communication budgets to influenc- ers, highlighting their importance in reaching target audiences. Fierce competition arises among influenc- ers to capture attention, leading them to employ various topics, techniques, and incentive methods while following different strategies. This study examines the marketing strategies that food influencers adopt to stabilise and expand their presence on social media and the reception thereof. The data were collected via Sotrender.com, an application designed to measure social media performance. This paper compares the findings of research conducted over two periods. In total, it analyses 301 days of observations and aims to explore the content creation practices of gastro influencers and the patterns that emerge from these by analysing Instagram profiles with a focus on how influencers strive to become more efficient brands. It in- vestigates the impact of gastro influencers’ content strategies on follower engagement rates. Additionally, it examines how a content strategy based on emotional connection affects influencers’ performance.

Keywords: food influencers, Instagram, marketing strategy, media efficiency analysis, personal branding