The power of content creation

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As more restaurants lean on influencers and content creators to promote their business, it’s important for restaurateurs to understand the nuances associated with collaborating with a social media heavyweight.

Conner Cayson, a.k.a. @findmeinseattle, is a content creator who has amassed more than 40,000 followers showcasing some of the city’s best spots, and that often includes restaurants.

If you’re thinking of reaching out to someone like him for promotional help, consider these tips. 

Does it make restaurants look desperate when they reach out to you?
I’d say almost every restaurant owner is feeling a little desperate right now. But the issue isn’t about them reaching out, rather how they ask and what they ask for. It's a smart business decision to collaborate with locals to promote their product.  

What should restaurants expect when they invite you in?
I prefer to experience the restaurant like a regular customer. Special treatment, especially when it comes to display and plating, is not encouraged. The last thing I want to do is set false expectations for a potential customer of what they will get. If the restaurant is comping the food, the best situation is to get a gift card and show up on my own schedule.

Where do restaurants go wrong with content creators?
Undervaluing their work, and not advertising/boosting the content afterwards.

What's the one piece of advice you have for restaurants considering inviting a content creator in for a meal?The number of followers is a horrible metric to judge someone on. The woman with 500 followers can drive just as much business as the guy with 50,000. 

Every week or month, invite someone in for a comped meal. Mix up the invite list. Yes, ask the big influencers in town, but the best value will be the “micro influencers.” Maybe it's the person with 400 followers, but they like all your posts, or they have 2,000 followers and are still early in their career as a creator. Those people will be so excited to receive that invite and will be more likely to promote your business. 

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