Brand Influencer-Chandler Baird

Chandler Baird is a local Spokane brand influencer. I first learned about her business, “Spokane Eats,” when working with a student who was applying for a marketing internship there. Her work was so intriguing to me that I started following her on Facebook, where I enjoy her posts highlighting local restaurants and other spots that are fun and worth visiting. Baird initially launched Spokane Eats on Instagram in 2014 and has since expanded it into a full-time business, including a blog and a strong social media presence. Spokane Eats can be categorized as a micro-influencer with a following of between 10,000 and 100,000 followers (Quesenberry, 2024) and uses a variety of strategies to promote businesses and events, leveraging her popular social media accounts and blog to target a highly focused, local audience. According to Baird, 95% of her followers are from the Spokane/Coeur d'Alene area, and they are mostly women aged 30-50 who seek activities, events, and restaurants for themselves and their families. She believes that the super-niche nature of her work encourages engagement and trust with her followers, allowing her to customize her content directly for her audience. People find her credible because she targets a specific small city market rather than the entire state or country (Parish, 2024). This aligns with what Forbes Agency Council states in their blog, “Smaller-scale influencers offer a refreshing departure from mass advertising by establishing themselves as trusted authorities within their specific niches” (Forbes, 2024). At a time when the public tends to ignore traditional advertising, influencers can play a powerful role in marketing. Baird also shares her expertise to assist other companies with their social media strategy, planning, and execution, as well as providing consultation on photography and event planning. 

While food has always been her main focus, Spokane Eats also showcases more aspects of the Inland Northwest lifestyle. Her posts and website show her and her family participating in local events and activities in Spokane. These come across as less about promoting specific businesses, which I believe enhances her credibility since she shares useful information about things to do in the area. The tagline on her website, “Eat, play, and explore with Spokane Eats,” reflects this idea.

One of my favorite sections is called the “Best of Roundup,” where Chandler shares a series of blogs featuring the top options in various categories. Examples include "Best Pizza," "Best Trivia Night," "Best Breakfast," "Best Burgers," and "Best Thing to do in Spokane," among others. While these lists do promote businesses that pay her, they are also helpful for viewers or visitors looking for specific recommendations and quality options in our community. Her content remains appreciated by her audience, even though she is compensated for it. Her latest blog post, titled “A Stress-Free, Flavor-Filled Thanksgiving with Mangia Catering,” appeals to those wanting a nice holiday and delicious dinner without all the work and hassle. As the hostess for many Thanksgivings, I can relate to that sentiment! She is offering a solution for families, but she is also promoting Mangia Catering. This dual purpose is especially clever, as it offers an ideal solution for a stress-free holiday while increasing traffic to Mangia. 

Partnerships and collaborations are a significant part of her business. Companies hire Baird to visit their locations and share her experiences on social media, attracting customers to their stores, restaurants, or venues. She says she only reviews brands or businesses she genuinely likes, ensuring her posts are honest and enthusiastic (BestSulzle, 2024). She shares positive reviews and recommendations (sponsored content) on Instagram, Facebook, TikTok, and her blog, highlighting menu items from local restaurants and products and services from Spokane businesses. 

Chandler Baird is not just driving traffic to local businesses; she is also showing a community that both residents and outsiders want to be a part of. Through her posts, Chandler turns her social media channels into interactive spaces where followers feel involved in Spokane’s cultural life, creating fun and enthusiasm for the city and a sense of belonging within the community.  She showcases Spokane as a lively and exciting destination. One tab on her website features photos of various Spokane attractions, including the Spokane River and its falls, the Red Wagon, Riverfront Park, the clock tower, the MAC, and other iconic landmarks. This section also includes images and descriptions of visiting the Davenport locations and a few other local restaurants, making these sites appear as must-see landmarks in Spokane. Her ability to blend community information with her brand elements is very creative and effective. By promoting Spokane, she gives us a sense of community identity. Another tab on her website is titled What’s Happening This Weekend.  Here, Baird gives lists of local and regional activities in a simple, easy-to-understand format for anyone looking for events in the area.  She also shares these weekly posts on social media. 

Baird, through her website, blog, and social media activity, highlights what is cool and worth experiencing in our community, and she is helping to build a cultural system (Humphreys, 2016).  Baird reinforces our values of community pride and supporting local businesses, while creating a space for followers to discover what is happening in our area and to connect. 

BestSulzle, T. (2024, October 24). Five takeaways with Spokane influencer Chandler Baird. Spokane Journal of Business.

Forbes Agency Council. (2024, November 21). The power of micro-influencers: Marketing’s new frontier. Forbes Councils. https://councils.forbes.com/blog/the-power-of-micro-influencers

Humphreys, A. (2016). Social media: Enduring principles. Oxford University Press.

 Parish, L.  (October 2024) Five Takeaways with Spokane infuencer Chandler Baird.  https://www.spokanejournal.com/articles/16469-five-takeaways-with-spokane-influencer-chandler-baird

Quesenberry, K. A. (2024). Social media strategy: Marketing, advertising, and public relations in the consumer revolution. Rowman & Littlefield.

Spokane Eats - Chandler Baird shares how she built her beloved brand  https://www.youtube.com/watch?v=Eg9FyL5Izm0

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