How poultry brands can best collaborate with influencers

As the influencer impact on consumers grows, poultry brands look to build relationships and sponsor user-generated content to increase their reach.

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Members of the agriculture industry can use social media as an effective tool for brand and trust building with consumers.| Bigstock.com, kbuntu
Members of the agriculture industry can use social media as an effective tool for brand and trust building with consumers.| Bigstock.com, kbuntu

As the influencer impact on consumers grows, poultry brands look to build relationships and sponsor user-generated content to increase their reach.

Influencers play an increasingly vital role in the products that consumers buy. More than half of all meat consumers search for meat and poultry ideas on user generated content on YouTube, second only to Google and other search engines, according to the 2022 Power of Meat report. For many consumers, user generated content is viewed as more authentic than content created by brands.

However, poultry marketers new to influencer collaborations may not know where to start.

Danette Amstein, co-founder and managing principal, Midan Marketing, shared several helpful tips to creating and maintaining a successful influencer partnership.

Keys to success

When working with an influencer, the most important quality is to make sure that their values align with that of your brand.

“I’m not only interested in their engagement rates or the size of their audience. What’s also critical is that the influencer’s values must be in alignment with the brand. If they don’t, then it’s going not going to be a good fit,” she noted.

Another important factor is to identify what makes a relationship with an influencer successful. Is it earned media value? Is it an engagement factor? Is it the number of content pieces created? (And if it’s the last criteria, make sure that the brand owns the pieces of content, she cautioned).

Clear communication is vital to any collaboration with an influencer. 

“Managing an influencer is a big job. It takes a lot of communication, and your strategies have to be crystal clear. Otherwise, you’re not going to get the output you want,” Amstein said.

Examples of poultry brand influencers

Amstein shared several examples of influencers that either already have relationships with poultry brands or could be a great fit for poultry brands.






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Perdue Farms collaboration in 2021 on Instagram called the “Chicken Dance” featured no words, but creatively used the sounds of cooking fried chicken to celebrate National Fried Chicken day.

Other examples of influencers producing videos, blogs and other content promoting poultry consumption that generative page views in the millions include The Golden BalanceHoney garlic chickenSamo Frais making chicken and waffles and Blogger Gimme Some Oven.

 “There’s opportunities for folks that are doing a nice job and building a nice audience for their to be collaboration with a brand,” she explained.

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