Food and drink brands are leaning into creators. A 2026 Kolsquare survey of food and drink marketers in Europe found most plan to work with more creators this year, and nearly all of them use smaller “micro” creators. You do not need a big budget to do the same in your suburb.
But keep it in proportion. SevenRooms found 47% of Australian diners discover new restaurants on social media, yet only 8% say they find them through influencers directly. Creators work best as one part of a steady feed, not a replacement for it. Their posts give people a reason to look you up, and your own content has to be there when they do.
How to work with local creators
- Pick creators whose followers live near you. A local food account with a loyal audience can beat a big name with followers overseas.
- Agree the basics up front: what they will post, when, and whether it is paid or a hosted meal.
- Give a brief, then let them talk their way. Their voice is why people trust them.
- Post it as a Collab so it shows on both profiles.
- Ask for permission if you want to use their video in ads.
Turn your regulars into content
- Reshare stories when guests tag you. It costs nothing and shows real people enjoying your place.
- Always ask first before using a guest's photo or video in a post or ad.
- Make your venue easy to film: a signature moment like a pour or a cheese pull, a table with good light, a sign or a wall worth a photo.
Try this week
Find three local food creators whose followers live near you and invite them in this month.