WEBINAR | Caption vs. Comments: Where To Put Your Hashtags


WEBINAR | Caption vs. Comments: Where To Put Your Hashtags

Where should you place your hashtags in order to receive the best results? 

We’re all looking for the best ways to increase impressions, achieve higher engagement and grow followers. There are many tactics, tricks and ideas that can help you achieve these goals.

Hashtags help to categorize your content in a searchable way, and can also help your posts come up first when your followers open Instagram. They’re also the bride to landing in the glorious rewarding flow of the explore page where content goes viral and dreams are made.

There’s a lot of debate on which hashtags to use and how many you should use. As the algorithm acts differently for everyone and best practices dictate that your hashtags should be relevant to your content, every post will behave differently.

But where to insert them, the captions or the comments, is a hotly debated topic and no one really seems to have the answer. And that’s why we asked the Foodie Tribe to help us figure it out by participating in an experiment.

Watch the webinar and you’ll learn:

  • Which hashtag placement drove higher engagement 

  • How to run your own experiment

  • Insights on how the instagram algorithm works


  • Which engagement actions are the most valuable

We ran a 2 week experiment with a number of content creators who tracked all of the following metrics:

  • Likes 

  • Comments 

  • Forwards 

  • Saves 

  • Impressions 

  • Impressions from hashtags

We compared and contrasted how each of them affected the performance of the post for the individual Food Tribe member as well as the whole group. Through this we learned a new set of best practices that you can use to increase the impact of your efforts on Instagram.

Watch now!


How To Storyboard Your Instagram Stories

How To Storyboard Your Instagram Stories

When it comes to brands on Instagram, one in every three of the most viewed stories come from businesses. With so many people viewing your stories, why not give them a little makeover and upgrade? Storyboarding allows you to plan out how many frames your story will have, and what is going to be on each of your frames. Creating a storyboard will help your content be better aligned with the goals of the brand you are working with.

Step 1: Create your concept

Your concept will be the guide to create your story. Ask yourself, “does this tie together with the brand’s marketing objectives?” From there, figure out how you can create your story around those objectives.

Step 2: Pick a style and theme

There are many sites and apps that offer free templates. Choose templates that work well with your style, and remember to create your stories with a cohesive look and tone when it comes to fonts and colors.

Step 3: Outline the beginning, middle, and end

This will keep your story flowing naturally. And, you will already have an idea of what kind of content you need to create when it comes time to photographing. Ask yourself the following questions: What is happening in this frame? Is it an image, boomerang, or video? What text will be included / will there be a poll question? Is there a call-to-action?

Step 4: Add the social elements

This is social media, afterall. Make sure to include all hashtags, geotags, or stickers.

Step 5: Call-to-action

Don’t forget to include the most important part! Add in your swipe-up, buy now, or direct your followers to the brand’s website.

When a brand reaches out to you, how do you decide if it’s the right fit? We spoke about this exact topic in a recent blog post. Read about it here.

Dara Schlossmann is an Influencer Manager at Foodie Tribe. In her free time you will find her taking advantage of the sunny Florida weather, traveling, or in the kitchen cooking up a new recipe.

How To Grow and Engage Your Audience

How To Grow and Engage Your Audience

Ever wonder how your favorite foodies end up with thousands of followers? It doesn’t happen overnight, and starting out can be a struggle. We’ve gathered a few tips to motivate you through the process. And remember, don’t give up!

  1. Create a business page. Business pages offer access to data and analytics that you don’t get on a personal page. Make the switch, and get information like audience demographics, best times to post, when the most engagement on your page occurs, and more.

  2. Schedule your content. Planning out and scheduling your content is an important step because it will create consistency. Review your analytics to determine when the best days to post are, or what time of day is best.

  3. Engage with your audience. Engagement is key to growing! Respond to comments, “love” comments left on your post, and engage with other influencers. Networking is important because most instagrammers support other instagrammers. Engage with their content, ask them for advice, or tell them how much you enjoy their page. Instagram is all about building community, and this is one way to do it.

  4. Make time to practice. Read articles, watch YouTube videos, and do it yourself. Whether it’s practicing photography, learning editing, or setting aside time to think of punny captions, you’ll be glad you did. You know what they say - practice makes perfect - and you and your followers will be able to see how much dedication you put into your account by how much you practice.

  5. Know what does well. Just like everything else, this will take a while to develop. But eventually, you will be able to see what kind of content does well with your followers. Remember, you can always make changes as you are learning and try new things.

Want to learn how everything you need to know about Instagram metrics? We recently wrote a blog post Instagram Analytics: The Only Guide You Need, which should steer you in the right direction!

Dara Schlossmann is an Influencer Manager at Foodie Tribe. In her free time you will find her taking advantage of the sunny Florida weather, traveling, or in the kitchen cooking up a new recipe.

7 Goal-Oriented Ways To Measure the Impact of Influencer Marketing

7 Goal-Oriented Ways To Measure the Impact of Influencer Marketing

For brands who understand that increasing their reach or penetration is essential to growth and sales, influencer marketing is a powerful way to augment your marketing goals. Influencers work diligently to attract followers that trust them for powerful recommendations of brands and services they like and use. Collaborating with a content creator who has their own niche-based following can help you quickly reach the right target audience and create an urgency for your products and services.

Influencers have highly curated audiences of consumers that trust them on where and how to spend their money. An influencer has the power to speed up the top and bottom phases of the sales funnel through powerful recommendations. They have built trust with subject matter expertise in a genre that can help you hyper target a niche audience of people who will take an action that benefit your goals.

The problem is knowing how to measure the effectiveness of working with influencers. If you have an overarching goal powering your reason to work with influencers, it’s easier to measure the impact of the promotion. How do you know your campaign is a success if you don’t know how to measure it?

This will give you a quick guide on how you can align influencer marketing metrics to core goals, as well as ideas on how to take action on them now.  

Awareness / Impressions

If gaining exposure for your brand, products or services will help you drive against your marketing goal, the most important metric to measure is impressions. Impression metrics tell you the number of times the content has been viewed. This includes multiple views from the same user. Most marketers would calculate this as CPE, or cost per engagement.

The more impressions you make with a consumer, the better chance your brand will be top-of-mind when they need to make a decision where your brand can be the answer ... like where to get their next meal.

Account Growth

Would having your own audience of loyal fanatics help you with brand initiatives? Of course it would. Growing your own follower base on social media accounts enables you to have more access to people who have already interacted with your goods and services, which provides a faster path to adoption and purchase.

Growing followers is difficult, especially because it typically doesn’t happen until they've had an interaction with your brand. Working with an influencer can help drive awareness about your brand with a call-to-action to check out your social media profiles. If the call-to-action from the influencer is “follow this brand” you can track the success of the collaboration by noting the growth of your followers.

Traffic Growth

Getting the eyeballs of the right consumer to your brand website can be valuable for brand impressions, pixel targeting or conversion into online ordering, reservations, loyalty programs and more. If this is your goal, using Google Analytics you can track new users, growth in sessions as well as page views. One way to make sure it’s working is by viewing your sources and using UTM parameters that ensure you know the traffic source and campaign associated.


With social networks constantly changing and tightening their algorithms to restrict reach for brands to their followers, getting your content and promotions in front of your fans continues to present a challenge for marketers. Email on the other hand puts you right into the inbox of a consumer who has given you permission to market to them. That’s why it's such a powerful channel.

If growing your email database is a core mission, collaborate with influencers to drive for signups. Give them something to offer their followers that is on-brand and unique to the followers of the influencer your working with like free product, discounts or helpful content like a recipe or other how to’s in exchange for the consumer’s email address.

Brand Engagement

Does an interaction with the products or services core to your brand raise sentiment and adoption? Do new consumers fall in love at first site when they experience your brand? If so, then brand engagement can help you connect.

At the top of the funnel, you can measure metrics including likes, comments, shares and reposts, that show a touch point from brand to consumer through an influencer. The really powerful and charged brand will interact with comments and shares made through consumers with gratitude, humor or encouragement. This build both awareness and trust.


Creating great content that draws in consumers and brings them to engage is really challenging and time consuming. And, if you are an agency or a brand, creative is often comes attached with a large budget. Working with influencers, especially when outsourcing to an agency that can do it for you, is a cost-effective and fast way to not only create brand content but comes with the added bonus of earned audience.

Content creators take the heavy lifting of production of your plate but also share that to their followers which gives it the superpower of raising awareness and sentiment for your brand. Make sure your agreements with collaborators include the rights to use the content created to be shared in your own channels including social media, advertising and sales material.

Every marketer would like to be able to calculate the ROI of influencer marketing. A majority of the goals you can achieve through influencer collaborations are measured in awareness, growth and sentiment, which are good leading indicators for the top of the funnel growth.

One way to be effective at the bottom of the funnel is closing the sale through affiliate marketing. Influencers are given specific calls to action and unique links or codes that will allow the marketer to track sales and conversions from the collaboration. This is a lot harder to achieve so look for influencers who regularly work on affiliate marketing campaigns. Their followers will have a higher affinity to making purchase decisions.


Influencer marketing offers brand and agency marketers opportunity to grow awareness, increase sentiment and even sales when both sides are aligned on goals and actions. Knowing how to measure the effectiveness of the collaboration is the key to assessing the investment, and ultimately running a successful campaign. If you have a goal, you know now how to measure it with influencer marketing.

If you don’t know what to measure or how to measure it, you’ll never be successful. Use this to guide to ensure a successful campaign.

For a more in depth look on how to measure your influencer marketing campaign, check out Instagram Analytics: The Only Guide You Need.

Rev Ciancio is a Senior Marketing, Branding and Digital Strategist with 20 years of experience, specializing in hospitality marketing, content and local SEO. He has led many clients to new levels of local, national and international success in the hospitality, financial service and entertainment sectors.

He is also former agency owner as well as a former New York City bar owner. Rev is an “expert burger taster” and pens hospitality and marketing tips on his Instagram @revciancio as well as his LinkedIn Profile.

Why influencer marketing?

Why influencer marketing?

Print, Radio, TV, billboards, direct response, coupons, pay-per-click advertising, email, paid social, events sponsorships, website, blogging, loyalty, local advertising  … there are more channels than ever where brands and agencies can spend money and time to advertise and promote products, services, launches, openings and other campaigns. Most of them are very expensive, especially in aggregate, and take a lot of time to curate and manage. With each of those, it's not just the advertising space and effort that demands high budget, it’s also the creative.

Channels like email and loyalty are great ways for a brand to leverage because they re-engage consumers who have already had a brand experience, raised their hand and have given permission to be marketed to again. But, what about attracting new consumers at the top of the funnel? What is the best channel for brands and agencies to reach their target consumers who have never purchased from the brand, or have fallen into the dreaded “lapsed’ bucket where you were unable to drive additional purchases?

According to a local consumer review study by BrightLocal, “86% of consumers read reviews for local businesses.” When it comes to consumers aged 18-34, that number jumps to 95%. This is an age group known for spending more money on dining than retirement. That means people search online to see what other consumers are saying about a business before spending their money. Recommendations drive adoption and influence purchases from consumers.

When you consider that social media influences 3 out of 4 shoppers to make a buying decision and 80% of consumers are likely to purchase an item based on friend’s suggestions, it points a marketer in the direction of a powerful way to drive purchases: the combination of social media and recommendations.

That’s why influencer marketing has become a go-to choice for many brands and agencies: it combines top of the funnel awareness, social media, recommendations and content creation all in one package. In one coordinated effort you can attract the right customer, generate recommendations from powerful outspoken market leaders who have an audience of followers who trust them advocate for products, services and experiences with the added bonus of creating content to leverage in other marketing efforts.

As marketing and advertising, in particular digital marketing, becomes more and more fragmented, has less and less opportunity for organic reach and requires increasing budget, influencer marketing becomes a stronger and stronger option. Nothing has the power to drive adoption and sales like recommendations. Sure, you could put together a massive and buy large amounts of impressions and awareness but will you get that budget for every single campaign?

Influencer marketing works for both large initiatives like a rebrand, national promotions and key brand initiatives. It can also help drive localized promotions, create virality and move consumers down the funnel quickly past consideration and into a purchase. Influencer marketing can also be used mid to late campaign for additional boosts of awareness without the inflated budget required for creative. Brands doing it right are including in their agreements with influencers the right to repurpose their content in organic social marketing, paid media or in B to B efforts like case studies and franchise sales. It’s quicker, easier and cheaper than brand level creative.

As a marketer, especially for a multi-location restaurant, national brand or a product manufacturer, collaborating with influencers can help you raise more awareness to your targeted audience through strong recommendations and with content that can be repurposed for additional marketing. It’s a multi-tiered solution that can quickly and easily augment your marketing goals.

Now that you are ready to get started find your target consumer with influencer, learn which goals you can achieve with Influencer Marketing!

Rev Ciancio is a Senior Marketing, Branding and Digital Strategist with 20 years of experience, specializing in hospitality marketing, content and local SEO. He has led many clients to new levels of local, national and international success in the hospitality, financial service and entertainment sectors.

He is also former agency owner as well as a former New York City bar owner. Rev is an “expert burger taster” and pens hospitality and marketing tips on his Instagram @revciancio as well as his LinkedIn Profile.

Is this partnership right for me?

Is this partnership right for me?

When partnering with brands, it’s very important to make sure you are choosing to work with brands that compliment your own brand. There are a number of things you should consider before making your final decision, so how do you know if it is the right fit? We suggest you begin by asking yourself these questions:

Is this a brand that makes sense for me to advertise?

Think about whether you would use this brand even if you weren’t being asked to work together. Is it a natural fit? You never want a partnership to feel forced or fake, and you should never do it just for the money. Your attitude going into the partnership will reflect the content you create, and your followers will be able to tell if the partnership is off-brand for you. Your followers also want to see you working with brands you have a genuine connection with. They are coming to you for your opinions and advice because they trust you.

“This is key for a successful marketing campaign, because credibility is influencers’ greatest asset, and by endorsing your product or service, they're automatically boosting brand trust. If they believe in the products and services they promote, it is very likely that their followers will do so as well,” Social Media Today.

Can I create authentic content around this?

Everyone knows that authenticity is key in influencer marketing. But, how do you achieve it? Don’t be afraid to explain to the brand that you know what kind of content resonates best with your followers and yields high engagement. They should be open to giving you creative freedom, so you can create the best content possible. Again, think about if the brand makes sense for you to advertise. Does it naturally fit into your lifestyle? The answer to this question should be yes, which will lead to an authentic connection with the brand.

According to a study done by RealWire, the majority of consumers express a preference for influencers who create authentic, engaging content and 90% of marketers say proving authenticity is critical to the future of influencer marketing.

Am I excited about selling this brand?

Think back to the first question and your answer. If a partnership makes sense, you should be excited to work with this brand and promote it to your followers. If it’s something you choose to use in your life on a daily basis, why wouldn’t you be excited about sharing it? When your followers can see your excitement, it makes them more excited and more likely to try out the brand, too. Spread your love, share the excitement, and open their eyes to something new. One of the best feelings of working in this industry is getting those messages from your followers saying they love what you are promoting!

We asked Foodie Tribe member Samantha from @chicagofoodauthority how she feels when followers DM her saying they tried something she promoted, and loved it. “I absolutely love when they message me that!! I genuinely only promote things I stand behind so I get super excited when people take my word & fall in love with those things.” We also asked, when you are genuinely excited about promoting a brand, do you think your followers get more excited and are more likely to try it out? “Absolutely. That’s why I think it’s super important to team up with brands you actually love because my followers can tell if I’m genuinely excited about something,” Samantha says.

We also spoke to Vanessa Gordon from @eastendtaste. "I cannot begin to express how overjoyed I am in knowing that one of my followers has tried a brand that I have promoted on Instagram. I have very dedicated followers with a diverse age range and know many of them personally. Several of these individuals will approach me and tell me how excited they were to try x brand that I recently posted about. They trust my judgment and knowing that I have introduced them to a new (oftentimes favorite) brands really means a lot to me."

Brand partnerships can be tricky, but when it’s a brand you are truly passionate about, the choice to partner together should be easy. And if everyone is happy at the end, there is always the possibility of creating a long-term partnership.

When asking yourself, “is this partnership right for me?” remember the three questions above, and use them to guide your decision.

Dara Schlossmann is an Influencer Manager at Foodie Tribe. In her free time you will find her taking advantage of the sunny Florida weather, traveling, or in the kitchen cooking up a new recipe.