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Reaching Out to Brands for Paid Partnerships in a Post-COVID World

Anyone starting out on their Instagram journey dreams of a day when they can start charging for their posts. While that time is ultimately different for every influencer, many agree that you can start charging for your posts with 1,000 followers (and sometimes even less!).

Paid sponsorships are not only great for some extra cash in your pocket (and can even turn into a full-time job), they’re also a great external validation and motivator to put more work into your Instagram, creating higher-quality content and being able to purchase more tools of the trade to scale your page. At any other time, I would absolutely say, “Know your worth, then add tax.” But as this is being written, times are not normal. And that is why I think it’s really important to be building relationships, not transactions, with brands right now as we rebuild from COVID-19.

A Cautionary Tale

I was recently made aware of a blogger with a not-insignificant number of followers (in the tens of thousands), who posted in an influencer discussion group that they were tired of posting restaurant photos for free, and were seeking advice on how to go about asking restaurants to pay them for posting their food on Instagram. Most US-based restaurants, especially the ones in big cities like New York, are struggling to keep their doors open and are operating on razor thin budgets – or even taking losses – in this new environment. Many don’t even have the overhead to do an in-kind media collaboration, much less pay for something.

While group members quickly explained circumstances to the blogger, it was already too late. In the Internet world, when you post something – even in a closed message group – that message can get out. A restaurant owner found out about the message, shared it with a group of 50 reputable restaurants in the blogger’s area, and the blogger was blacklisted.

So, What Should We Do Instead?

It’s absolutely understandable to want to be compensated for your work, especially when sponsorships are (part of) your livelihood. Here are some thoughts I have about reaching out to brands for partnerships right now:

  • Be willing to invest in the relationship at the beginning. Just like brands remember when someone bad-mouths them or is difficult to work with, they also remember when someone goes above and beyond, especially in a time of need. If you’re at the beginning of the relationship, throw in some extra promotion for free. There is no out-of-pocket cost for posting another photo on Instagram. While you should do it without expecting reciprocity, that extra effort could be the difference in the client choosing you over another influencer when business picks up or it might even mean larger projects in the future.
  • Shoutout brands that you already use and love! A quick way to get accepted into an ambassador or sponsorship position is to already be a loyal user of that company’s product. By showing them some authentic love, un-prompted, you up the chances of them discovering you and turning it into something more.
  • Be willing to take “No” for an answer. Another recent story involved an influencer arguing with a small business, demanding they send free product in exchange for posting. Not only is actively arguing disrespectful, it can also kill opportunities for collaboration later on, because you’ve shown that you don’t respect boundaries. Just like the restaurant example, this type of incident can also make the rounds and kill your prospects. Just do a quick web search of “influencer free wedding photos.” Showing respect and a little patience can go a long way. I’ve politely accepted a “no” on initial contact, only to have the brand reach out later, asking me to work with them because they were now ready to proceed. Don’t burn your bridges.

If You Must Take Paid Partnerships

If you cannot afford to do anything but paid partnerships for the time being, that’s okay, but you definitely need to be careful. Here are some ideas for what to do if you’re still looking for paid partnerships:

  • Check out influencer marketplaces. Brands pay good money to have their influencer campaigns featured on marketplaces, and the benefit of finding companies on influencer marketplaces is that you know they are actively searching for influencers! Some of my favorite influencer marketplaces to get collaborations from are: influence.co, Popular Pays, and Heartbeat.
  • If you must reach out to brands outside of marketplaces, do your research. Make sure that the brands you reach out to aren’t significantly hurting at this time. For example, mom and pop bakeries may not be the best idea right now, but a franchised fast food joint may be more likely to do an influencer partnership with you, simply because they have more earning power. Now is also a great time to look at what kinds of brands are doing well. Tech companies specializing in work-from-home, non-perishable goods, and delivery services are booming right now, meaning the likelihood of them having partnership availability is much higher.

If you’re a blogger or influencer, are you reaching out to brands for paid partnerships right now? Why or why not? I’d love to hear from you.

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4 questions to assess a potential influencer for your marketing campaign

A photo of an influencer in the middle of a desert road

As a small business, influencer marketing can be a quick and easy way to get your product in front of audiences who may not have known about you before. However, when many companies begin their influencer marketing, they go into it without having a solid idea of what a good influencer for their campaign is, simply accepting everyone that asks them for a free product. In order to assess whether or not an influencer is good for your campaign, ask the following questions:

  1. Does that influencer represent my buyer niche?
  2. Is the influencer using “cheats” to inflate their following or engagement?
  3. Is their photo quality representative of something that I would want to post on my page?
  4. Can I afford the influencer if they ask to be paid?

1. Does that influencer represent my buyer niche?

An influencer is not going to convert if you do not have a good knowledge of your current customers. One mistake I made when I was initially recruiting influencers for a campaign was I was targeting the correct niche, but the wrong age of influencer who would be purchasing the product. Once I began pursuing older influencers with an older following, I went from having single posts with no conversions, to influencers who posted with double digit conversions – and no change in follower count or engagement rate.

2. Is the influencer using “cheats” to inflate their following or engagement?

It can be relatively easy to figure out which influencers have fake followings and engagement with a little bit of looking. Social Blade is a great place to figure out whether or not an instagram profile has a fake follower account, because you can see their daily follower/following stats. If there’s an uncharacteristically large surge in followers on one day, or you see consistent following and unfollow amounts in the hundreds, then you can hedge your bets on that account using bots to increase their following or paying for their following.

Another quick thing to notice is whether or not they have an uncharacteristically large amount of comments on their posts for their following (say 1k followers with 100 comments). That could indicate the use of engagement pods, which is another way that influencers artificially inflate engagement.

3. Is their photo quality representative of something that I would want to post on my page?

Definitely check out similar influencer content on their page to determine if their quality is worth recruiting them. If they’re simply taking selfies with the product, this may mean that they’re less skilled at photography shots or do not have good camera equipment. As an influencer myself, I had to learn this the hard way.

Make sure your influencers know how to take advantage of lighting, photo editing apps, and tripods so that the posts that they make are good enough for you to repurpose into your feed. I would go so far as to say that the photo quality of an influencer’s page is more important than follower count, because there are things that you can do (like whitelisting) to promote influencer posts that do not require a high follower count for conversions.

4. Can I afford the influencer if they ask to be paid?

This question is also highly based on the MSRP of what you are offering to influencers for collaboration. If your product retails for $500, then it’s more likely that people are going to be willing to do in-kind partnerships. Conversely, if you’re only going to send $20 worth of product, then you can prepare for influencers to ask to be paid. Especially for higher-quality photos and content, many influencers charge for posts.

That being said, most influencers are going to usually upsell themselves at their first quote. To figure out whether the price they’re offering is fair based on their following, search this Instagram money calculator. I regularly use this when I’m negotiating with influencers for payment.

What other questions should brands be asking to evaluate influencers? Let me know in the comments. If you are currently working on revamping your influencer marketing strategy, send me an email – I’d love to work with you!

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The Best Jersey City Restaurants for Delivery

I’ve written before about how important it is to support local restaurants at this time. Some restaurants have experienced as much as a 75% reduction in sales simply because they cannot serve dining room customers, and that has had a drastic impact on our economy. I’ve been ordering delivery at least once a week, and so far, here are my top places for each cuisine:

Mexican: Taqueria Gloria

Taqueria Gloria is my absolute #1 go-to for any kind of Mexican food cravings. After living in Los Angles for 5 years, I’ve become extremely picky about Hispanic food and have tried all of the Jersey City recommendations that the East Coast natives swear by. Nothing comes close to Taqueria Gloria for price, authenticity, and taste. I’ve never had a dish there that I disliked, but my go-to is always their nachos, whether they’re with carne asada or carnitas. To drink, I always get a jamaica, which is a beloved hibiscus drink that very few east coast restaurants get right. If I could pick only one restaurant from which to order for the duration of quarantine, it would be this Taqueria Gloria.

Pizza: Prince of Pizza

If you’re looking for the best NY slice on this side of the Hudson, Prince of Pizza has to be it. I fell in love with them for their vodka margherita pizza, but stayed for their supreme slice, which tastes even better reheated the day after. With a perfect chewy crust, and an extremely flavorful sauce, Prince of Pizza is always in our delivery rotation.

Chinese: King Szechuan Palace

King Szechuan Palace is a recent addition to my list, but they quickly climbed the ranks with every delicious bite. Both the Americanized Chinese classics, as well as the authentic dishes, are big hits. Pictured here is their General Tso’s chicken, which was perfectly crisp, saucy, with just the right amount of heat from the chili peppers.

Healthy Eats: Shaka Bowl

While technically not in Jersey City, Shaka Bowl holds a special place in my heart for their delicious breakfast and lunch options. Their build-your-own poke bowls are to die for, and their customer service is excellent. I highly recommend their Pineapple-A-Day bowl, with delicious ahi tuna, fresh pineapple, avocado, crispy onions, and much, much more.

Weekly Meal Plans: Whealth Kitchen

I’ve already written about how amazing Whealth’s cafe is, but because of COVID-19, Whealth has pivoted to affordable, delicious, farm-to-table meal delivery service. Not only are the portions in their delivery meals generous enough to last a week, but they’re incredibly versatile and can be either eaten by themselves or with other pantry staples from your home. Whealth also donates two meals to families in need for every meal plan purchased, meaning you’re giving back to the community, supporting local farms and supporting small business.

If you’re local to Jersey City and Hoboken, where are you ordering delivery from right now? Let me know in the comments!

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How COVID-19 has affected the rarely discussed pressure to dine out

Being an NYC millennial has many benefits and drawbacks. If you are one, you probably live in one of the outer boroughs, work grueling hours at a highly demanding job, and barely make enough to pay your exorbitant rent. But one of the biggest – and least talked-about – expenses is how quickly one can spend hundreds or thousands of dollars a month on restaurants.

Speaking as someone who has lived here for less than a year, one thing I’ve noticed is that restaurant eating is the crux of just about everything – a bodega breakfast sandwich and coffee on the way to the train, a Sweetgreen bowl for lunch at my desk, and by the time I get home, delivery pizza or Chinese because I’m too exhausted to cook. Like it or not, this lifestyle will devour your budget. I was spending over $1k a month on just restaurants – and not always good ones. Sometimes, it was a random midnight McDonald’s run or a mediocre deli chosen out of convenience, not for how tasty or affordable it was.

If you’re like me, though, COVID-19 has thrown a giant wrench into the gears of your life. I’m on Week 6 of staying home from work, and with almost all grocery delivery services woefully unavailable, the question becomes, “What do we do?”

The social vs moral obligation to eat out

Before COVID-19, New York life included a serious collective social obligation to eat out – what restaurants you ate at were a sign of status. You may live in a crappy apartment with five roommates, but publicly, you’re eating at Momofuku like it’s no big deal. Now, with bans on socializing, there isn’t the same expectation to maintain a facade of status and success based on where you’re eating.

Instead, there is now a moral obligation to support the restaurants in need. Many restaurants across the country are being forced to shutter because of sizable payrolls (with many entry-level positions), steep delivery app fees (as much as 30%!), and expensive locations sitting empty. Restaurants are having to quickly think on their feet and adapt to this drastically changing climate, and frankly, many are not going to make it out alive. As a food blogger, I feel it’s important to recognize that eating out is critical to the livelihoods of many small businesses and their employees.

What I’m Noticing

Especially with job security being precarious for so many people, finding ways to save money is incredibly important, but keeping what money you do spend in the community is just as important. I’m grateful because I’m saving money by not eating out for convenience, so now I’m making the choice to eat out to help out small businesses. What works for me is setting Friday night as our delivery night, and we choose a local restaurant that could use our support.

How about you? Before coronavirus, did you feel a social obligation to dine out? How are you handling your food budget during this time? Are you supporting local restaurants? Comment your thoughts. I want to hear them!

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Tribos Peri Peri: Jersey City’s newest location shines with spice-filled food options

Have any of you had peri peri before? Before last night, I couldn’t say that I had. Peri peri is a type of Portuguese cuisine based on the African bird’s eye chili pepper. Typically, peri peri cuisine consists largely of chicken. However, when I recently visited Tribos‘ brand new Jersey City location, I learned it’s so much more!

Tribos’ peri set go method makes it quick and easy to get some delish peri peri!

My first thought when I came to Tribos was how streamlined and clean the place looked. Tribos’ new location was described to me as a fast-casual joint, with options to either dine in or take out. Unique to this location, however, is their Peri, Set, Go method of preparing their peri peri. Unlike most peri peri locations, takeout orders are made right in front of you, meaning you don’t have to wait to have your food served. If you have more time and want to dine in, they will bring it out to your table.

Now, to the best part: the food. Because I was trying an unfamiliar cuisine to me, I had no idea what to expect. With some cursory searches online, I thought that everything on the menu was going to be spicy, and while everything was well-spiced, the heat level was completely customizable, from mild to tongue-tingling spicy.

look at all the amazing sides!

We started off with appetizers, which included their peri fries, Tribos rice, coleslaw, their Perimayo corn, a house salad, hummus, and some toasted pita. All of their food items (appetizers included) are spiced with their peri peri spice, and that helps unify the foods without taking away from their distinct natural flavors. Their peri fries were freakin’ bomb, with the unique spices really elevating it above typical french fries. At the table was also some garlic yogurt sauce and peri peri sauce for dipping, and I loved both, but definitely thought the garlic sauce was the star of the show. My other favorite appetizer was the perimayo corn, which reminded me of a twist on esquite, or Mexican street corn in a cup.

Their paneer peri peri is great for vegetarians!

The real stars of the meal were the protein options! I tried the chicken tenders and the chicken leg quarters. Both were cooked perfectly. The skin was crispy on the outside, but moist and delicious on the inside, and their sauces were great. For people who cannot handle any kind of spice, their lemon herb chicken is for you, but fear not, spice lovers, because they have 4 more types of peri peri sauce, ranging in heat from mild to extra hot. I tried the mild peri peri chicken and it was perfect for people who can handle a little bit of spice, but not too much. In addition to chicken, they also offer peri peri falafel and paneer for vegetarians/vegans.

If you’re looking for some delicious chicken, this is where to go!

Overall, I had an excellent time at Tribos’ new location, right off the Grove St. PATH. It’s currently in its soft opening phase, but opens officially on October 4th. I definitely will be back here again to try all of their foods, including burgers, lamb, and pita!

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Whealth: Journal Square’s Best Coffee Shop

Since moving to Jersey City, I’m always on the lookout for new restaurants and coffee shops to try, especially since I work from home. After trying out all of the coffee shops Journal Square has to offer, I have to say by far, Whealth takes the cake for the best coffee, food, and atmosphere in the Journal Square neighborhood of Jersey City.

Why Whealth and Co.?

Their bacon and tomato grilled cheese is so yummy!

Whealth markets itself as a “Modern Day Grandma’s Kitchen”, with farm-to-table seasonal offerings every day. Their location is a little harder to find, tucked behind the Journal Squared apartments right by the PATH plaza. Their interior is rustic, with mason jar water glasses and vintage tables and chairs, giving it an eclectic vibe that I really like. Coffee, tea, and water are plentiful, which makes it a great place to sit down for a while and work/study without breaking the bank. Their WiFi is also very fast and the atmosphere is pretty quiet (except for the lunch rush), which is great for deep focus.

Another important aspect of Whealth’s ethos is relationships. Their major slogan is “All we have is each other”, and that is really reflected in how the staff treats their customers. When I walk in, I get a smiling “Hey Kat!” from everyone in the kitchen, and I’ve seen them treat every other customer the exact same way. Everyone on staff makes a huge effort to make sure everyone feels welcome and cared for like it was their own home kitchen. I have yet to find another place in Jersey City that has remembered my and my partner’s name after showing up only 3 times.

What really sets Whealth apart from other coffee shops in the neighborhood is the food. Most lunch dishes are between $9-$15, but they are very filling. So far, I’ve enjoyed their bacon and tomato grilled cheese, which was any cheese-lover’s dream, as well as their “greens bowl” which had one of the best sweet potatoes I’ve ever had. The quality of the ingredients is so apparent, and if you check out their Instagram stories, the owner, David, is always on the farm, picking up ingredients for their rotating seasonal menu.

Their seasonal greens bowl had amazing farm-fresh produce and an AMAZING sweet potato!

Whealth also recently launched a meal delivery service, which I have yet to try but sounds absolutely incredible. For $100 a week, you get enough farm-fresh items for 2 meals a day for 5 days, all for less than the cost of meal delivery for 2 nights. It’s an incredibly great value, especially considering the items already come ready to assemble, which means the cooking required is next to none. If I do get a chance to try it, I’ll be sure to post a review.

If you’re local to the Jersey City area and are looking for a new place to try, Whealth should be at the top of your list! It’s quickly become a favorite of both my partner and myself!

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Loquito: Hoboken’s Newest Taqueria Brings Bold Lebanese Flavors

A photo of three lebanese-inspired street tacos, with meat, tomato and cucumber pico de gallo, and garlic crema
The tacos at Loquito absolutely deliver on flavor!

As many of you know, my partner, Paolo, and I recently relocated from Los Angeles to New Jersey. One of the things I have desperately missed since moving here has been tacos. In LA, it seemed like every street corner had a restaurant or food truck where I could get delicious marinated carne asada, carnitas, or al pastor. Latinx cuisine has become a staple for me, so when I was asked to come and check out Loquito, a new Lebanese-Mexican fusion restaurant in Hoboken, I jumped at the opportunity. Loquito’s main items are tacos and bowls, with the ability to customize your meat as well as the type of condiments you get on top of your food. They also offer a small selection of sides and dessert.

Their kifta bowl is definitely worth trying!

Walking in, my first impression of the restaurant was that it was largely a takeout joint. There is very little seating and no restroom, which is understandable for the small location size. The customer service at the restaurant is really friendly and the service was surprisingly quick considering it hasn’t been open for long and they make everything fresh. I asked the owner, Stephen, to surprise my partner and me with the pairings he believed complemented one another the most. Our feast included a kifta bowl with brown rice and “the OG” topping, three tacos, one pollo shawarma, one avocado falafel, and one za’atar carnitas. The shawarma and falafel had “the OG” toppings and the carnitas had their “verde” toppings. Stephen also surprised us with an order of za’atar fries (more on those later!).

When I first heard about Loquito, I was skeptical about how they were going to make the fusion of Mexican and Lebanese flavors work, but I have to emphasize: they really delivered. Instead of tortillas, they use a delicious tandoori mountain bread, which is a surprisingly awesome substitute. All of their meats are Lebanese-spiced, but the toppings clearly have more of a Mexican influence with pico, pickled vegetables, garlic crema (garlic toum on their menu), cilantro, salsa roja, and salsa verde as some of the many options that you can get on top of your taco or bowl. The flavors combine in a way that is unique, yet absolutely delightful on your tastebuds.

The za’atar fries are to DIE for!

All of the meat options really delivered on flavor, but I was particularly impressed by the avocado falafel. I had never thought to put falafel in a taco, but it works really, really well with their “OG topping,” which is a garlic toum with lemon pico de arabes. The garlic toum adds the perfect creaminess to your protein choice, while the acidity and crunch of the pico de arabes balances it out in a really delightful way. The pollo shawarma was cooked very well and was still moist, which many taquerias struggle to get right, and the spices were definitely on point.

The carnitas taco with the verde sauce on top needed an extra crunch, as the softness of the “tortilla” and the tenderness of the meat and salsa made for a combination that was very messy to eat. The verde sauce flavor profiles are there, but it wasn’t nearly as spicy as I was expecting.

My partner said that his kifta bowl was well-spiced and that it was a really delightful cross between a typical taco bowl and a Mediterranean bowl. A quick taste of the hummus in his bowl convinced me it was made fresh in-house. He added that it was a really substantial amount of food for the price.

The most pleasant surprise of all was the order of za’atar fries. Their spice blend is phenomenal, and the fries are exactly what you think of when someone says “street food”, but without all the greasiness. Perfectly crispy on the outside, but fluffy on the inside. I wasn’t expecting to get incredible french fries at a Lebanese taqueria, but if you go, I highly recommend you try them.

Last, but not least, I love that Loquito really cares about their customers. Though it has only been open a month, they took feedback about taco prices and adjusted their menu make meals more affordable. When you decide to try Loquito, come in with an open mind. This is not an authentic Mexican experience, nor is it trying to be. It is something completely different, and it fits a niche that I think will pleasantly surprise everyone who comes to visit. Overall, this is a fun, unique dining experience that palates of all kinds will enjoy. I will definitely be back. If you want to continue seeing what’s up with their restaurant, please follow them on Instagram at @eatloquito.

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