Papaya PR - Blogger Report€¦ · Yo u hav e t o t hink o f so c ia l me d ia a s” a marke t ing p l at fo rm. If y o u 'v e go t high- re so l u t io n, p ro fe ssio na l p ho

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F O O D B L O G G E R A P P E T I T E

Papaya surveyed 20 of Australia’s

leading food bloggers and

influencers with a combined

following of nearly 1 million.

This report outlines the participants

observations on upcoming food

trends, preferred methods of

engagement and what the Sydney

food scene is lacking.

It’s intended to provide insight on

the future of the industry and best

practice when engaging influencers

for venues, food brands and those in

the F&B arena.

FOOD BLOGGER APPETITE - 2017

OVERVIEW @hellomissmay

146,205

@onceuponawine_

120,935

@2hungryguys

71,152

@_squeakyclean

60,171

@twogirlsonefork

52,763

@issac_eatsalot

46,538

@thegirlswhoatetheworld

42,239

@sweetandyummie

33,153

@jess.xv.v

31,204

@simonfoodfavourites

31,141

@littleobesechildren

20,397

@fooddiarysyd

20,292

@sydneyfooddude

13,668

@eatingwithyoureyes_

11,920

@sirandmlady

9,945

@spooningaust

9,729

@sydneychicblog

9,272

@aroundtheclockfoodie

7,934

@missdissenteats

1,604

@sydney_scoop

1,186

WHAT ARE PAPAYA’S TASTIEST

TAKEAWAYS?


TASTIEST TAKEAWAYS

WHAT ARE PAPAYA’S TASTIEST TAKEAWAYS?


Like it or not, you’re probably following our panel of

some of Sydney’s top food bloggers on Instagram.

With the rise of social media seeing the everyday

food lover growing a following that sometimes

exceeds national publications, influencer marketing

has risen rapidly in the food space.

As a social media, PR and influencer engagement agency

specialising in food and beverage, we are seeing a substantial

increase in request for counsel in this space. In this report

you’ll find the next big ‘thing’ since burgers, which social

media channels you should be investing in and best

practices from the mouth of this new wave of influencer.

HOP ON INSTAGRAM LIGHTEN UP A LITTLE STOKED FOR POKE

However, 45% of bloggers say food

businesses are getting it wrong

when it comes to posting regularly,

consistently or are using poor

quality imagery on social media.

80%5 MILLION

AUSTRALIANS MONTHLY

of food bloggers say

it’s the platform to

watch this year.

Instagram reaches a whopping60% of food bloggers say

natural light makes

for more Insta-

worthy food shots.

20%With 2016 being the year of the

burger, and providing us all with

an eye-full of food porn, it’s

surprising to see a 180 degree

turn in attitude to this fresh and

healthy offer. Where will it go?

Not sure exactly, but we’re sold.

say this fresh

Hawaiian dish

is set to top the

trends this year.

This is why, by in large, Papaya hosts

lunch time food blogger events. When

going to the effort and expense, it’s

important the venue be showcased in

the best light (excuse the pun).

However, with most food bloggers

working full-time in other industries,

how can you avoid the high traffic

weekend lunches? We recommend

looking to cusp times either pre or

post your busy lunch service.


WHAT IS THE HOTTEST SOCIAL MEDIA PLATFORM

TO WATCH?

WHAT IS THE HOTTEST PLATFORM TO WATCH?

of food bloggers nominated

Instagram as the hottest

platform to watch this year

with some predicting the rise in

popularity of

80%

INSTAGRAM STORIES

is an influencer

recommendation platform that

receives an honourable

mention with 10 percent

indicating it was one to watch

this year.

HOTTEST PLATFORMS

Instagram Zipkick

Facebook Snapchat


WHAT IS THE HOTTEST

UPCOMING FOOD TREND AND WHY?


“”

I'm suspecting burgers will still be strong like the property

bubble that keeps expanding whilst everyone is thinking it

surely must be popping by now

@simonfoodfavourites

2017 DUBBED AS YEAR OF THE

POKE20%

(a raw fish salad native to Hawaii)

Another popular

prediction (15%) is the rise of

HEALTHY, SUSTAINABLE & ORGANICFOOD OPTIONS

With 2016 seeing an influx

of burger establishments,

there is controversy as to

whether we will see this

trend continue, with some

believing Australia’s love for

the humble burger is due

to diminish. Others

predicted it would

continue to grow with

variants on the traditional

leading the charge,

possibly best summed up

by the following:

NOTABLE TREND PREDICTIONS INCLUDE

WHAT IS THE HOTTEST UPCOMING FOOD TREND AND WHY?


indicating that it’s the

trend that will see the

biggest rise this year.

1. Poke

2. Organic / fresh & healthy options

3. Shared Food

4. Burgers

5. Matcha

6. Slow cooked meats

7. Novelty dishes

8. Waffles

9. Jaffles

10. Anything Unicorn

WHAT IS THE BIGGEST FAUX PAS MADE IN

2016 ON SOCIAL MEDIA?


“”

You have to think of social media as a marketing platform. If you've got high-

resolution, professional photos mixed with beautifully taken blogger photos, and then a mix of slightly-blurry and dark photos of the kitchen or ingredients... it looks bad

@_squeakyclean

“”

Posts that have text all over look stupid. Photos need to

crisp and enticing, not adverts for an RSL flyer. No offence to RSLs intended

@SpooningAust

WHAT IS THE BIGGEST FAUX PAS VENUES MADE IN 2016 ON SOCIAL MEDIA?

With 2016 seeing controversy

around bloggers requesting

free meals from venues, this

query prompted 15 percent of

respondents to indicate that

call out bloggers for

requesting free meals was the

worst incident of last year.

1. Inconsistent or irregular social presence

2. Use of poor quality imagery

3. Being unwelcoming to bloggers

4. Not connecting or engaging with their social media audience

5. Not reposting imagery and content from influencers

TOP FAUX PAS INCLUDE


25% said that venues were not

regular or consistent

enough on social media 20% said poor quality

imagery let the

venue down


HOW DO YOU FIND YOUR VENUES TO

VISIT?

HOW DO YOU FIND YOUR VENUES TO VISIT?

of the influencers surveyed find out about new venues through

INVITES FROM TRUSTED PR AGENCIES

DIRECT CONTACT FROM THE VENUE

or

50%

to find new and appealing

venues for them to visit. The

remainder check out their

favourite blogs

INSTAGRAMJust under half scour

SOURCE OF NEW VENUE NEWS:


WHAT ARE YOUR TOP TIPS FOR

HOSTING INFLUENCERS?


“ ”Push what you want to push

regarding the venue, but allow the influencer choice and selection

@isaac_eatsalot

“ ”Be welcoming, makes some

good suggestions and for god sake turn up the lights!

@2HungryGuys

The remaining influencers requested freedom in being able to choose options

that work within their individual styles and will appeal to their audiences:

WHAT ARE YOUR TOP TIPS FOR HOSTING INFLUENCERS?

60%urged venues to consider

lighting when engaging

influencers in order to take

better quality photos,

with most indicating

NATURAL LIGHTINGis the best option.

30% of food influencers indicated they appreciate: clarity from hosting venues:

CLEAR OFFERof what’s included

complimentary

and whether it

includes a guest

CLEAR EXPECTATIONS of what’s expected

in return for the

hosted meal

A BRIEF ON THE FOODand philosophy of the

venue, as well as what

the venue would like

showcased


WHAT’S THE TOP THING VENUES

ARE DOING RIGHT?


“”

It’s good to see savvy venues using Instagram as a platform

to garner more attention, hosting menu previews and

using influencers and bloggers to spread the word,

since they’re regular real people and not critics.

@jess .xv .v

WHAT’S THE TOP THING VENUES ARE DOING RIGHT?

1. Quality: Fresh produce & good chefs

2. Recognising the influence of bloggers

3. Being active on social media

4. Being innovative with menus

5. Upping their presentation

6. Evolving with the times

7. Better coffee

8. Promoting what’s happening in the

kitchen

9. Fresh smoothies & juices

TOP THINGS SYDNEY IS GETTING RIGHT:

Sydney venues are

overwhelmingly getting

it right when it comes to QUALITY say 20% of food bloggers surveyed,

attributing this to local fresh

produce and top notch chefs.

ENGAGING INFLUENCERS

15% of influencers responded that it

was pleasing to see venues

STARTING TO LIFT THEIR SOCIAL MEDIA GAMEalthough these respondents

noted there was still room for

growth in this area.

and


WHAT’S THE TOP THING YOU

WOULD IMPROVE ON IN-

VENUE?


“”

Venues also need to be careful about who they are

hiring, internally and externally. That and

downright terrible social media. Clean. Your. Lens.

@twogirlsonefork

WHAT’S THE TOP THING YOU WOULD IMPROVE ON IN-VENUE?

1. Social media

2. Implementing strict ‘no reservations’

policies

3. Copying trends

4. Providing limited all-day breakfast

options

5. Not being flexible with customer

requests

6. Poor customer service

TOP AREAS FOR IMPROVEMENT:

The food influencers were fairly

split when it came to

pinpointing areas of improvement

in venues: 10 percent said

while another 10 percent

said a

‘NO RESERVATIONS’ POLICY

SOCIAL MEDIA

meant they chose to dine

elsewhere. A further 10

percent said

COPYING TRENDS was the biggest failing.


WHAT ARE THE BIGGEST

DISAPPOINTMENTS WHEN VISITING A

VENUE?


“

”

Only approach influencers who's aesthetic and food

preferences align with the establishment. For example, do not invite a health and wellness blogger to try your latest three- tiered cheeseburger with deep-

fried onion rings. It generally won't result in the outcome

either parties want!

@_squeakyclean

15% of respondents encouraged

thorough research on each

influencer to ensure the brand

aligns with the venue

WHAT ARE THE BIGGEST DISAPPOINTMENTS WHEN VISITING A VENUE?

35% of the influencers surveyed

had been on the receiving end

of breakdowns in

communication, with some

experiencing forgotten

bookings and forking out for

meals they thought were free.

"I had one experience where I was told that I could order anything I wanted at the beginning of the meal, but due to some miscommunication within the venue, at the end ofthe meal, I had to pay half the bill. I even had to pay for something I didn't order!"

1. Miscommunication with the offer

2. Failing to brief staff that the influencer

is visiting

3. Miscommunication with the influencer

on the objectives of the venue

4. Not letting influencers take control of

what they order and how to present it

to engage their followers

5. Setting unreasonable requests in return

for hosting

6. Sending/serving the influencer sample

portions rather than the standard size

which their audience might order

BIGGEST FRUSTRATIONS:


WHAT’S MISSING FROM

THE SYDNEY FOOD SCENE?


“”

There’s a shortage of late night venues or food trucks serving

amazing food past 10pm at night with a reputation of having great

food. Majority of venues close kitchen by eight thirty or nine pm.

@sweetandyummie

“”

To be honest I don’t think we have missed anything. There is

such diversity in the Sydney food scene that I believe we’ve

covered all the bases

@2HungryGuys

Two opportunities identified by the

bloggers included: late night dining

options and lobster rolls, each receiving

10 percent.

WHAT’S MISSING FROM THE SYDNEY FOOD SCENE?

The highest percentage of

influencers (20%) claim that

Sydney is missing nothing, with

its diverse offering catering to

people from all walks of life. 1. Nothing

2. Lobster Rolls (second equal)

3. Late night venues (second equal)

4. More fusion brunch places

5. Decent beach clubs and restaurants

6. Pop ups

7. Aesthetically pleasing food

8. Rainbow bagels

9. Tapas

10. Premium halal burgers

WHAT’S MISSING FROM THE SYDNEY FOOD SCENE?


WHO IS AN UP AND COMING

INFLUENCER TO FOLLOW RIGHT

NOW?


WHO IS AN UP AND COMING INFLUENCER TO FOLLOW RIGHT NOW?

This question garnered varying responses, based on personal tastes, including:

Please note influencers who nominated themselves have been excluded

@thehungrygentleman @itd_be_rude_not_to @tomodachichingoo @paulpayasalad

68,600 47,065 29,640 18,358

@getfatwithnat

9,833

@spooningaust

9,729

@arvinisstarvin

2,706


A BIG THANK YOU TO ALL THE FOOD BLOGGERS PARTICIPATING IN THIS SURVEY.

For any enquiries relating to the report please contact

[email protected]


Documents

Papaya PR - Blogger Report€¦ · Yo u hav e t o t hink o f so c ia l me d ia a s” a marke t ing p l at fo rm. If y o u 'v e go t high- re so l u t io n, p ro fe ssio na l p ho