Especially in Southeast Asia, where we are globally acclaimed to be a melting pot of gastronomy flavours, food literally is the answer. It is an easy hack to increase followers and build brand credibility because let’s be honest, who does not *need* food. How else would the saying “Food is the way to the heart”
Food is easily understood. They are a global appeal. Across languages, ethnicity, genders and social classes. Put a dish up, everyone knows what’s up. Whether we are interested in the process, plating as an art, or the final product, there is something for everyone. Therefore, it is a surefire way to start looking into engaging food influencers in Singapore, even if your product is not often associated with them.
To get you started, think of your content strategy as the recipe. It is a guideline, not a hard and fast rule, but enough to set your brand up for success.
1. #WHATIEATINADAY
Making waves even on TikTok, “What I eat in a Day” is perfect if your offering is something outside the food realm. Sharing a food itinerary is something that remains consistently relevant to any audience because we are naturally curious.
Take for example if you are a gym trying to reach a new demographic, you may engage an influencer that is health conscious to document her calorie intake, using your gym as one of the locations.
This in technical terms, is called Product Placement. Where your gym becomes the product and deploys a subtle form (but highly impactful. Think: Coca-Cola) way of introducing your Brand to your targetted audience.
Pic credit: @graceyuki
2. COOKING VIDEOS
We love watching people cook. It is a form of art that never ceases to amaze anyone in its transformation. This is why table sides appetizers are a thing in high-end restaurants. There is something about witnessing and being brought through the process. It is highly engaging and inspiring in many ways.
Such content is also a hit because it empowers someone to create something that they will be emotionally attached to. Here is where you want your offering to be positively associated with this process.
@theroycelee, a Singapore influencer that you might be familiar with if you are consistently seeking some haidilao hacks. If that rings a bell, he is extremely successful in being the brand’s ambassador. Royce Lee frequently releases reels that document his way around the restaurant. From recreating the viral HDL Tomato Egg Drop Soup that received 15.1k likes to one of the more recent DIY your HDL Taro Bun, Royce has managed to innovate his content to create a personalized form of memorable engagement after his reels go live.
3. FOOD PARTIES
We love collaborations. It is mutually beneficial and offers a whole lot of reasons to consider your offering. Especially common during festive seasons, influencers typically work up a content strategy that offers almost no reason to decline the advertisement.
For example, 3 different industries could collaborate in 1 single post. In this example, we will use a clothing brand, restaurant and gadget. Yes, it is really possible.
All it would require the influencer to do is:
1. Place a reservation for a #FoodsNightOut
2. Gather her friends and meet them in the sponsored clothing
3. Proceed to the location and order a variety of menu items
4. Video it down using a mobile gadget item provided by the tech brand
4. FOOD PREP
Fronting and shifting our perspective globally is a look into the success of @thekoreanvegan Perhaps, she is not a typical influencer or maybe she has never set out to be one, but she is a success story of how food can bring people from different parts of the world together.
What is interesting about her content is how deep and intimate she goes. She is vulnerable through the life stories that she shares when she prepares a dish. She forms a connection with the viewer of her videos, even when what she narrates typically has no relation to what she is meal preparing. She imparts a pearl of life wisdom that emotes an indescribable familiarity with someone whom you have never met.
On her channels, she resonates with 3M people on TikTok, and on Instagram, she has touched 679k followers.
Pic Credit: @thekoreanvegan
5. FOOD REVIEWS
They are your lowest-hanging fruit to convert. They are your quick 2-minute instant noodle that satisfies and potentially could bring a life-long membership for your brand.
@eatingtart, a micro food influencer that travels the world for carbs, recommends international finds (mostly out of her own pocket) They provide honest feedback and the best food deals in town. While we understand that our tastebuds are subjective, who honestly can say no to a good deal and being exploring what could be our next favourite?
