Influencer marketing has triggered an influx of content on social media — and food brands are digging in.
Nearly 90% of social media users have seen influencer content at some point in the past six months — a stat that rises to close to 100% for Gen Z and millennials, according to the market research firm Datassential.1
So who captures the largest audience among all content topics? Food influencers who are serving up the next trending recipe, ingredient or kitchen hack top the menu of must-see content.1
The Growing Appetite for B2B Influencer Marketing
This trend isn’t limited to B2C influencer marketing. To drive B2B engagement and credibility, food brands are partnering with chefs, restaurant operators, foodservice experts and bloggers who can help them build stronger connections with key decision-makers and foster trust within the industry.
The Place to B2B: Social Media Influences B2B purchases
“The key is to partner with industry-recognized voices who can expand your reach and build trust with engaging content,” said Hays Formella, director of social media marketing for The Food Group. “Think product reviews and demos on platforms like TikTok and Instagram. LinkedIn is a must too since it’s designed for professional networking and targeted outreach.”
Step Up to the Platform Plate
Formella emphasized that strategic influencer partnerships on multiple platforms can help maximize brand presence and ROI. Research shows that ROI steadily increases from a 0% baseline with a single platform to 7.5% with six platforms.5
Matching influencer content to the platform is critical. “Bear in mind that certain content types perform better on specific platforms,” he advised. “Recipes and cooking tips might work well on YouTube or Instagram, while industry insights and case studies may be more suitable for LinkedIn or trade publications.”
It’s also important to note that content formats and engagement styles vary from platform to platform. Short videos lend themselves well to TikTok and YouTube Shorts, where foodies feast on visual engagement, whereas in-depth articles resonate on LinkedIn, which serves a business mindset food for thought.
Across platforms, influencers can offer a fresh, engaging perspective to B2B marketing. Platform features like stories, reels or live videos help them interact with followers and maximize opportunities for engagement. “There tends to be a more formal tone to B2B marketing, with a focus on nuts-and-bolts information about pricing, distribution and product specifications,” said Meghan Flynn, director of public relations for The Food Group. “B2B influencers who excel at their platforms can add excitement and an authentic voice to make your message stand out in the blur of information. They can provide a pathway for reaching key decision-makers.”
Feed the Need for Authority and Trust
B2B food influencers with an authoritative presence in the industry can add credibility and elevate your brand reputation. From renowned chefs and restaurateurs like David Chang to food bloggers likeTieghan Gerard, trusted influencers bring prestige and massive followings to brand partnerships — not to mention an abundance of collaborative possibilities.
As Danny Kim, a foodie influencer with 5.4 million followers on TikTok, explained: “B2B brands in foodservice can collaborate with creators by focusing on storytelling that highlights their products’ real-world applications. Partner with creators to develop content demonstrating how products can elevate restaurant menus or improve kitchen efficiency.”6
“Be sure to build longtime relationships with trusted industry influencers to ensure a consistent flow of valuable content,” said Nicole Bland, digital strategist for The Food Group. “Track the impact by monitoring engagement rates, website traffic and sales.”
Top Qualities B2B Marketers Look for in an Influencer7
Meet, Greet and Eat Up the Partnership Potential
Industry events provide a setting to meet and mingle with food influencers with whom you may want to establish a partnership.
At the global launch of its Future Menus 2025 report in Amsterdam, Unilever Food Solutions partnered with The Food Group to provide a platform for a diverse group of chef influencers to share their culinary creativity with other chefs and industry professionals.
“Connecting with fellow chefs and industry innovators was enlightening and invigorating,” posted Kwame Onuwachion, one of four chef influencers TFG sent to the launch. “Reflecting on these moments, I’m reminded of the power of collaboration and the endless possibilities within our craft!” (Learn how to make the most of event marketing in our post, “Showstoppers: Maximizing Impact at Marketing Events in an Ever-Evolving Landscape.”)
In a nutshell, delivering ROI with B2B Influencer Marketing in Foodservice requires:
- Partnering with authentic industry-recognized voices whose followers align with your target audience.
- Strategizing campaigns that will resonate with key decision-makers and raise your brand profile.
- Co-creating engaging content, including recipes, restaurant tips and cooking demonstrations.
- Tailoring platform-specific content for multiple platforms to maximize reach and engagement.
- Tracking key B2B metrics such as lead generation, product trials, brand awareness and sales conversions.
For more insights into influencer marketing, be sure to read our posts “How to Maximize Influencers for Food and Beverage Brands” and “Seeing Is Achieving: How Visual Storytelling Powers Gen Z Sales.”
1 Food Influencers, Datassential, August 2022
2 Shaub, Kathleen, “Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience,” April 2014
3 Brightcove Video Platform Player, B2B Survey: The 95% Rule Of Video Marketing, 2025
4 Forrester, “Forrester Predictions 2025: B2B Marketing and Sales,” October 22, 2024
5 Patel, Neil, The ROI of Leveraging Multiple Marketing Platforms, NP Digital, January 10, 2025
6 Finley, Kate, “B2B Influencer Marketing Gains Traction in Restaurant Industry,” Nation’s Restaurant News, March 10, 2025
7 Goat, “The 42 Key Influencer Marketing Statistics You Need to Know in 2024,” November 16, 2023