How social media influencers are impacting consumer choices By Prateek Chaudhary, Managing partner at Diablo Club Delhi

The number of social media users in India is expected to reach 1.5 billion by 2040, according to Statista, thanks to the accessibility of the internet. This data shows how consumer reliance on social media is bound to grow with time, with social networking platforms becoming the primary source of information for individuals. Along with the rise in social media, influencers have grown in parallel popularity, becoming no less than modern celebrities of today.

The time when people would look up to their peers for recommendations is long behind. In order to acquire an honest opinion before making a choice, new-age individuals turn to their favorite social media influencers for advice on food, apparel, accessories, tourist destinations, and aesthetically beautiful eateries. Especially when it comes to trying out restaurants and cafes, modern consumers no longer rely on traditional methods to check for reviews; instead, they instantly look to these new-age content producers for suggestions regarding the food, ambiance, and feel of a certain place. 

Given that people are becoming progressively more dependent on social media platforms and influencers, restaurant owners have no less than a golden opportunity to harness the influence of these modern content producers in order to reach out to potential customers in a more desirable way, altering their choices for the good.

Impact of social media influencers on consumer choices

Increase brand visibility: In this era of strong competition where businesses are continuously vying for customers' attention and trust, it has become essential for restaurant owners to look for one-of-a-kind and cutting-edge ways to leave a lasting impression on the public. At this point, modern-day social media influencers come into the picture, providing restaurant owners with improved chances to connect with customers on a broad scale and increase brand recognition. In contrast to traditional advertising, social influencers provide genuine suggestions, which helps people relate to and trust them. This in turn presents a chance for cafes and restaurants to leverage the influence of these professionals and target better footfall.

Builds trust and credibility: According to a report by Influencer Marketing Hub, 61% of customers are more ready to believe recommendations from influencers than 38% of brand-produced content. Thus, collaborating and partnering with social media influencers is the ideal course of action for restaurants aiming to expand their reach, win over customers, and establish a positive reputation. When an influencer reviews a restaurant or specific element of it, such as the food or atmosphere, consumers are more likely to believe them and plan a visit. An appropriate influencer could therefore turn out to be the most useful tool for restaurant owners trying to stand out in this cutthroat industry.

An emotional link: When promoting or reviewing a brand by sharing their own stories influencers tend to forge a personal connection with the audience. As a result, when the public experiences an emotional connection, it greatly influences their decisions. For instance, if an influencer discusses any personal recollections or experiences related to a certain food item while reviewing it at a particular restaurant, it is certain to have an effective and moving impact on customers, encouraging them to visit. As a result, people become more aware of the restaurant, develop a sense of loyalty, and encourage word-of-mouth marketing, which increases brand recognition.

Harnessing the power of new-age social media experts

The influencer marketing business will be worth approximately $21.1 billion by 2023, according to a report by Influencer Marketing Hub. In our digitally evolved culture, influencers have come to govern every sphere of interest, including fashion, food, and the beauty sector. Especially when it comes to food, modern, technologically savvy consumers frequently look to influencers for restaurant and food-related reviews before making any plans. As a result, influencer marketing as a whole has developed into a key component of how modern restaurant owners choose to manage their marketing tactics in order to create a devoted client base and increase foot traffic.