Scrolling through social media, a lot of content is created with the consumer in mind. In fact, most traditional “foodie” influencers create mainly B2C content with recipes and restaurant recommendations for prospective restaurant guests in mind.

But there is a growing niche of B2B restaurant content that is made with chefs and restaurant owners in mind, and it is powered by chef-influencers.

Public relations agency Belle Communication has built Brilli, an influencer insights tool that surveys influencers on trends that they and their followers are seeing or want to see from restaurants and food operators.

This month, two chefs, who also happen to be content creators, provided insights on the power of B2B brand partnerships, and what makes a great campaign.

“Foodie influencers inspire consumers to dine out or try a recipe at home. Chef influencers, on the other hand, inspire operators and fellow chefs to adapt menus, explore new products, and solve operational challenges,” Kate Finley, founder and CEO of Belle Communication, said. “Their credibility comes from lived experience in kitchens, which makes their endorsement compelling.”

Authenticity is important

Like most influencers, a chef content creator won’t advertise a product that they would not already use in their own homes (or in this case, in their own restaurant kitchen).

“One of my best partnerships was with Bachan’s and their roasted garlic sauce,” Michael Maccarrone (@Mikey.Marinara), owner of Carnival Restaurant in Port Jefferson, N.Y., said. “The cool part is ‘Bachan’ actually means grandma in Japanese, and, since I make a lot of videos with my grandma, it lined up perfectly. It worked because I used it in ways I’d actually use it, not just a staged promotion.”

Lars Smith (@lboogiesmith), owner of State of Mind Pub in Palo Alto, Calif., said that the less scripted his content is, the better it resonates with viewers.

“Me in an apron that might be covered in flour, making a pizza, talking about something authentic is what engages [people] the most,” Smith said. “Those videos that are a little less produced and a little more natural seem to really take off.”

Create a close partnership

The best brand partnerships are not just a good value-fit, but they are also ongoing with open communication. Smith said he has been doing a campaign with California Milk Food Service, and has been able to get creative with products he was already using.

“What I think makes it work is my close collaboration with their team,” he said. “We have well-defined goals and communication around the expectations for the content and partnership making for a great business relationship. … We have a consistent relationship and are putting out new, trackable content that both of us can learn from.”

Audience trust is key

One of the main perks of working with chefs instead of traditional influencers or using classic marketing campaigns is that chefs who are popular on social media come with a built-in network of peers that trust their content.

“If you’re engaging with chefs that are trusted just by the nature of being in the business instead of an actor or somebody that made a really cool photo-styled recipe, they help grow brand recognition and trust that other chefs in the industry are using the product in their restaurants and loving it,” Smith said.

B2B content is solution-oriented

Another critical point foodservice brands should remember is that B2B content is different from regular social media content. Whereas consumers might be scrolling through and stopping on posts that look delicious or give them a restaurant recommendation, chefs follow other chefs for kitchen solutions.

“We’re not just ‘content creators’ — We’re operators who have actually worked in kitchens and run restaurants,” Maccarrone said. “Operators are looking for products that are sustainable, efficient, and versatile. They want bold flavors and global inspiration to stand out. … With distributor consolidation, operators are asking for products by name, which is why pull-through demand from influencers matters so much.”