According to some professionals, focusing on Instagrammers is a much better investment for restaurants. In 2016, NYC restaurant Springbone Kitchen estimated that posts by Instagram influencers were responsible for five percent of its new customers each day, on average. A recent study shows that influencer marketing is the fastest-growing online method of acquiring new customers, beating out organic search (e.g. Googling something), paid search (the ads that show up in said Google results), and email marketing (the reason you’re constantly clicking “unsubscribe” links).
Jenna Ramirez, influencer marketing manager for PR firm Bread + Butter, says she doesn’t typically encourage her clients to host Yelp Elite events as part of their influencer marketing strategy unless the business owner suggests it themselves.