>> THIS IS "CHRONICLE." >> SHE DOES A GREAT JOB CAPTURING GREAT PHOTOS OF FOOD.
>> I PROMOTE THEIR NEW HARTFORD TO DUBLIN ROUTE.
>> IMO IS PASSIONATE ABOUT MAKEUP.
>> YOU’RE PLAYING THE SOCIAL MEDIA GAME.
AND THERE IS BIG BUCKS TO BE MADE.
TONIGHT, SHAYNA MEETS THE INFLUENCERS.
>> HOW DID YOU REACH 700,000 FOLLOWERS?
>> LIVING LIFE ONLINE.
>> IT IS A HUGE UNDERTAKING.
>> LITERALLY GETTING HUNDREDS OF THOUSANDS IF NOT MILLIONS OF DOLLARS.
>> SOME VIEWERS STARTED COMMENTING, SHE IS FAT.
>> SOCIAL MEDIA MOVERS, NEXT ON "CHRONICLE." >> YOUR PARENTS SAID DO NOT PLAY WITH YOUR FOOD.
OBVIOUSLY THEY DID NOT SEE INSTAGRAM COMING.
NOWADAYS, HOT NEW RESTAURANTS HAVE TABLES WHERE SHOOTING THE FOOD APPEARS TO BE MORE IMPORTANT THAN EATING.
THAT IS THE SIGN OF AN INFLUENCER AT WORK, ONE WHOSE FOLLOWERS GOBBLE UP EVERY POST.
SHAYNA: LUNCHTIME AT BOSTON’S SEAPORT DISTRICT DRAWS A CROWD.
DINING TODAY, BRITNEY.
>> I’M GOING TO DO THE MARGARITA PIZZA.
THEN THE SICILIAN.
SHAYNA: SHE IS BETTER KNOWN AS BOSTON FOOD JOURNAL ON INSTAGRAM.
HER FOLLOWING OF OVER 27,000 PEOPLE MAKES HER A VIP AND AN INFLUENCER.
>> SOCIAL MEDIA INFLUENCER IS AN INDIVIDUAL WHO FOCUSES ON ONE OR MULTIPLE PLATFORMS LIKE INSTAGRAM, YOUTUBE, AND CREATES A FOLLOWING THAT IS SIGNIFICANT ENOUGH THAT THEY CAN MOVE THE
NEEDLE.
SHAYNA: SO FOR BRITNEY, THIS IS A BUSINESS LUNCH.
>> I FEEL LIKE I GOT WHAT I NEED.
I’M GOING TO GO HOME AND DO SOME EDITING.
SHAYNA: HER PHOTOS FROM THE MEAL WILL BE POSTED ON HER INSTAGRAM FEED.
THE RESTAURANT’S PUBLICIST ARRANGED THE VISIT.
>> WE LOVE WORKING WITH BRITNEY FROM BOSTON FEW JOURNAL.
SHE DOES A GREAT JOB OF CAPTURING BEAUTIFUL PHOTOS OF FOOD.
SHE WILL PUT IT IN HER STORIES INTO A PERMANENT POST.
SHE CAME TO ONE OF OUR RESTAURANTS WE OPENED RECENTLY.
SHE PUT UP ONE PHOTO OPENING-NIGHT.
AUTOMATICALLY, THEIR INSTAGRAM FOLLOWERS IS STARTED GOING UP BECAUSE PEOPLE WERE THEN SAYING I WANT TO FILE THIS BEAUTIFUL RESTAURANT.
THEY ALL A LOT OF THAT TO THE INFLUENCERS.
>> IT IS MARKETING AND ADVERTISING.
NO MISTAKE ABOUT IT.
EVERY YEAR THERE IS MORE AND MORE REVENUE GOING AWAY FROM THE TRADITIONAL AGENCIES AND GOING TO SOCIAL MEDIA INFLUENCERS.
SHAYNA: DAVID RICHARD IS A SOCIAL MEDIA PROFESSOR AT EMERSON COLLEGE AND CEO OF BIG FISH MARKETING.
HE IS SEEING A SHIFT IN HOW BRANDS ARE ENGAGING CUSTOMERS.
HE SAYS BEING AN INFLUENCER CAN BE LUCRATIVE.
>> THERE IS A BIG THIS IS BEHIND US.
MARKETERS PAY A LOT OF MONEY FOR INFLUENCERS TO THEM TO INCLUDE THEIR BRANDON MESSAGING.
IT IS AN EXPENSIVE PROPOSITION FOR BRANDS.
SHAYNA: PUBLIC RELATIONS FIRMS ARE DEVOTING STAFFS STRICTLY TO INFLUENCER MARKETING, INCLUDING AGENCY 451.
THE FOUNDERS AS COMPENSATION FOR INFLUENCERS VARIES WIDELY.
>> YOU CAN HAVE SOMEONE GETTING A COUPLE HUNDRED DOLLARS PER POST OR WHATEVER.
YOU HAVE CELEBRITIES WHO ARE LITERALLY GETTING HUNDREDS OF THOUSANDS IF NOT MILLIONS OF DOLLARS TO DO INFLUENCE HER CAMPAIGN.
WE HAVE DOG INFLUENCERS GETTING MONEY.
DOUG THE PUG GETS $20,000 FOR AN APPEARANCE.
SHAYNA: HE IS ABLE TO MONETIZE HER PASSION FOR FOOD THROUGH HER INSTAGRAM POST.
>> I STARTED TO INCORPORATE TIER PRICING INTO MY MODEL.
A COMMENT MEAL IN RETURN FOR ONE POST.
AS YOU GO UP THE LEVEL YOU GET MORE.
>> I WANTED TO BRING YOU OUT SOME NEW APPS ON OUR SPRING MENU.
ENJOY THESE ON US.
>> RESTAURANTS ARE ESSENTIALLY PAYING US TO COME IN AND TAKE THESE PHOTOS FOR THEM.
IT IS NOT SOMETHING THAT IS FOR FREE.
THERE IS A COST INVOLVED AND I WANT TO DO MY BEST WORK BECAUSE IT IS MY NAME ON IT.
SHAYNA: FOOD INFLUENCES THE GREAT PHOTOS TO MAKE A SPLASH ON INSTAGRAM.
BUT THAT PERFECT PIC IS NOT ALWAYS A QUICK SNAP.
>> I WAS WONDERING IF I CAN TAKE THIS OUTSIDE FOR SOME NATURAL LIGHT.
>> ABSOLUTELY.
>> DO IT FOR THE GRAM.
SHAYNA: PHOTOGRAPHY IS A PRIORITY FOR THIS NORTH END RESTAURANT, NORTH SQUARE OYSTER.
THE DIRECTOR OF OPERATIONS DESIGNED THE MENU AND INTERIOR WITH INFLUENCERS IN MIND.
WHEN YOU ARE DESIGNING A RESTAURANT, YOU LIKE TO THINK OF THE IN PERSON GUEST EXPERIENCE BUT YOU ALSO HAVE TO THINK ABOUT THE PHOTOGRAPH.
WE LIKE IT TO BE DIM, COZY AND ROMANTIC AT NIGHT.
BUT THAT DOESN’T ALWAYS MAKE FOR THE BEST PICTURE TAKEN -- UNDERTAKING.
WE HAVE LIGHTER SURFACE TABLES DOWN TEARS -- DOWNSTAIRS.
AND WE HAVE HUGE WINDOWS.
SOCIAL MEDIA INFLUENCERS WILL TAKE FANTASTIC PICTURES OF THE SPACE AND THE FOOD.
THEY ARE THE BEST WORD-OF-MOUTH WE COULD ASK FOR.
SHAYNA: THE CHEF AND OWNER OF BOSTON SHOPS IN THE SOUTH END POINTS OUT THE SIMPLEST DISHES OFTEN BECOME INSTAGRAM STARS.
BECAUSE THEY PHOTOGRAPH WELL.
>> ARE UNDER THE RING TOWER.
I SWEAR HALF OF THE PEOPLE THAT ORDER IT ORDER FOR THE PICTURE.
>> AT A SECOND NEW LOCATION AT DOWNTOWN CROSSING, BOSTON SHOPS HAS A TABLE SPECIFICALLY FOR INFLUENCERS.
LIGHTING WAS DESIGNED TO MAKE THE CUISINE AS APPEALING AS POSSIBLE FOR SOCIAL MEDIA PHOTOS.
PROFESSOR RICHARD IS EXCITED ABOUT A NEW CLIENT.
THEY ARE NOW HANDLING ICELAND.
SHE PUTS HER ARCH ON INSTAGRAM AND WE LIKE IT.
>> OH MY GOODNESS.
HELLO.