To define the concept of influencer marketing, this grew out of the idea of social networking sites. It is a social media strategy wherein brands collaborate with content creators, the influencer marketers – usually ordinary people who found fame over the Internet – to endorse products. They leverage their reach and credibility, as well as the relationships and connections they made online, to drive engagement and sales for the business they’re partnered with.
In other words, if the McDonald’s fast-food restaurant wants to utilize influencer marketing, they’d be choosing an Instagram star over Katy Perry.
Uber Eats UK is presently leveraging influencer marketing to accelerate the reach of its products and offers.
They are doing it in partnership with Internet marketing service, Invyted.
Asti Wagner, the founder and the CEO of Invyted, talked to website Ridesharing Forum, saying, “Invyted was built to help hospitality brands turn creator partnerships into a scalable and measurable marketing channel. We have seen just how powerful influencer collaborations can be in driving real awareness, customer engagement, and brand demand.”
Wagner also discussed how this collaboration with Uber Eats is a major step for them, too, because it brings this capability to a leading delivery platform in the world, creating a thrilling opportunity to help restaurant partners grow through social-first discoveries.
Through this team-up, Uber Eats will roll out its platform across its network in the western European nation. Restaurant affiliates can discover relevant creators, manage collaborations, and track campaign performance, guess what? In real-time!
Here, influencer activity becomes systematic, it’s like a brand-new Instagram for these influencers.
Not yet even in mid-air, this partnership is already blooming. In fact, hospitality brands, such as Ole & Steen, Dave’s Hot Chicken, Spielburger and You Me Sushi, already opted in. Who says that influencer marketing is a thing of the past?
The UK general manager at Uber Eats, Merve Basci, told Ridesharing Forum: “At Uber Eats, we’re focused on supporting our restaurant partners at every stage of their growth, because when they succeed, we succeed. As discovery increasingly happens on social media, giving restaurants the tools to connect with creators and reach new audiences is key. Our partnership with Invyted makes it easier for partners to tap into influencer marketing in a way that is measurable, scalable, and drives real business impact.”
And, if you are keeping doubting about the success of this tie-up, don’t. The effectiveness of these campaigns are anchored upon research.
IAB UK and Kolsquare, two famous institutions in research and more, gathered insights from more than 600 marketing decision-makers and leaders not just in England, but also across Europe, to produce a standard on how brands organize teams, invest budgets, and work with creators.
The research says it all. A whopping 89 percent of brands choose influencer marketing, and there is this 84 percent of marketers planning to work with more content creators in the next 12 months, something above what’s has been expected.
Are you in support of this move by Uber Eats? Share your insights by creating and opening that account today here on Ridesharing Forum! The team’s looking forward to hearing them!