Why Having Creators at Your Cafe or Event Actually Works (And How to Choose the Right Ones)

14 hours ago
5 min read

Let’s address the elephant in the room.

Everyone is talking about influencers.

Every cafe launch. Every restaurant opening. Every brand event. There’s always a creator list involved, and if you’re a business owner, you might be wondering why.

Are influencers really worth it?

What do they actually do?

And how do you know who’s right for your brand?

We hear these questions all the time. Especially from hospitality businesses who feel like influencer marketing is something they’re supposed to do, but aren’t totally sure why.

So let’s break it down in a real, honest way, based on what we see every day working with cafes, restaurants, and events.

Influencers Are the New Marketers

Whether we like it or not, influencers have become the modern version of word-of-mouth marketing.

And word of mouth has always been one of the most powerful drivers of purchasing behaviour, especially in hospitality and food where trust plays a major role.

At its core, influencer marketing works because of social proof, the psychological principle that people look to others to decide what’s worth their time, money, and attention.

We’re wired to observe and follow behaviour.

If we see someone we like visiting a cafe, ordering a dish, or attending an event, it feels more trustworthy than a polished advertisement.

Research consistently shows that influencer endorsements are often perceived as more authentic and relatable than traditional brand messaging when there is alignment between creator and audience.

Creators feel relatable.They show real experiences.They speak in a voice audiences already trust.

People don’t want to be sold to. They want to see, feel, and imagine themselves there.

Creators bridge that gap.

What Creators Actually Do for Cafes and Events

When creators attend your cafe or event, they’re not just posting a photo. They’re creating social proof.

They show:

What it’s like to be there
The atmosphere
The food or drinks in real time
Who else goes there
Why it’s worth visiting

That content then lives on their feed, stories, and sometimes reels or TikToks, reaching an audience that already trusts their taste.

You’re not borrowing their following. You’re borrowing their credibility.

Studies on digital influence have found that perceived authenticity and credibility significantly increase purchase intention and engagement.

What We’ve Learnt from Running Influencer Lists for Hospitality Launches

After coordinating influencer lists for launch events, including collaborations between two hospitality brands, one thing has become very clear.

Influencer marketing is now a professional industry.

It’s no longer just free meals for posts. It’s a structured creator economy valued in the billions globally.https://influencermarketinghub.com/influencer-marketing-benchmark-report/

Even smaller influencers are increasingly requesting payment, sometimes just for attending an event. We regularly see lifestyle or foodie creators with 7k to 20k followers asking for paid collaborations.

That’s not them being difficult. That’s the reality of the creator economy.

Creators know their value because:

Brands are willing to pay
Content creation takes time, skill, and effort
Their audience is their asset

There’s also another layer to this.

If influencers charged very low rates and accepted every paid opportunity, their content would quickly lose credibility. When every second post is labelled “paid promotion” or “invite,” audiences stop trusting the recommendations.

Research into parasocial relationships shows that audiences form one-sided trust-based relationships with creators, which is what gives their recommendations weight.

Creators protect their authenticity. That’s why they can charge more. Their influence only works if it feels genuine.

Choosing the Right Creators for Hospitality Brands

Finding the right creators is where things get tricky.

For cafes and hospitality venues, the best approach is rarely just one type of influencer. It’s about balance.

Different types of creators bring different value:

Foodie creators who focus on menu items, textures, and close-ups
Lifestyle creators who show the venue as part of their day
Local creators who reach people nearby
Video-first creators who specialise in reels or TikTok
Story-driven creators who build hype through behind-the-scenes content

For one hospitality collaboration we worked on, we had to carefully build a list that matched the vibe of two separate brands, while still feeling cohesive as one event. Budgets, audience targets, and brand tone all played a role.

It’s not just about follower count. It’s about fit.

Engagement rate and authenticity are often stronger indicators of campaign performance than sheer audience size.

When Paying Influencers Makes Sense

For larger creators, the most effective approach is often going through their management.

Their inboxes are flooded. Many don’t even see DMs. Management streamlines the process and sets clear expectations around deliverables, usage rights, and timelines.

When selecting influencers to invest paid budget into, here’s what actually matters:

Engagement rate, not just followers
Content quality and consistency
Audience location and demographics
Past brand collaborations
How natural their sponsored content feels
Whether their audience genuinely interacts

The reward can be huge. Strong creator content can drive brand awareness, foot traffic, and long-term social growth when chosen correctly.

Why Smaller Foodie Creators Are Still Gold

While larger influencers bring reach, smaller creators bring relatability.

Data shows that as follower counts increase, engagement rates often decline.

Local foodie creators with 2k to 10k followers often create content in exchange for:

A couple of dishes and drinks
Or a small spend like $50

And honestly, they’re often some of the most valuable.

Their audience is usually:

Highly local
Highly engaged
Actively looking for new places to try

Yes, some videos flop. That’s part of social media. But sometimes one reel takes off, lands on Explore, or gets reshared widely.

Repeated exposure to a venue through multiple creators can also increase familiarity and preference over time.

We’ve seen small creator content unexpectedly go viral and drive real interest. That’s the beauty of it. You never know which piece of content will become the one that puts your venue on the map.

The Power of Relationships and Databases

One of the biggest advantages of working with an agency is access.

Over time, we’ve built strong relationships with hundreds of creators across hospitality, lifestyle, and food. We know who’s reliable, who creates strong content, who aligns with certain brand vibes, and who delivers results.

That makes liaising easier, faster, and far more strategic. Instead of starting from scratch every time, we can match brands with creators who make sense, based on experience, not guesswork.