The travel industry is currently one of the most lucrative industries. As such, many companies are turning to social media influencers for help with their marketing campaigns. But what does it really take to make a campaign successful? Here’s how you can optimize your own content so that it doesn’t just sit in obscurity and die on Instagram/Facebook.
Social media travel influencers are the perfect way to get your brand in front of a large audience. But, how do you optimize your campaign with these influencers? With this article, we’ll show you what works and what doesn’t. Read more in detail here: social media travel influencers.
Eric Dahan, CEO of Open Influence, authored this article.
The tourist business has irreversibly altered, and travel is the fastest-growing influencer marketing category. Consumers no longer think of travel as something reserved for the affluent few, thanks to the growth of travel content from artists who want to share their experiences online. People’s fear of the unknown has been reduced thanks to influencers giving frank evaluations, travel ideas, and top place choices.
As a result, travelers have grown increasingly self-reliant, with many opting to avoid using travel agencies and instead organize their vacations themselves. It’s no wonder, however, that by 2030, worldwide international visitor arrivals are predicted to surpass 1.8 billion.
What’s Hot Right Now
In a sea of travel influencers, how can brands stand out?
As the popularity of travel influencer marketing grows, tough competition is a natural result. However, there are a few strategies to stand out from the crowd and capture your target audience’s attention. Let’s take a look at the best techniques to perfect your travel influencer marketing so you can join the elite.
Allow your imagination to go wild.
In the ultra-competitive travel influencing industry, sloppy efforts will not cut it. Also, don’t simply follow the crowd when it comes to partnerships and content types with certain influencers. Instead, find out what your target market considers to be envious, drool-worthy, and motivating images, and then create it.
Feed into your target market’s travel interests, since these ads will have a higher chance of getting them to stop scrolling and check out your material. Always be on the lookout for new methods to keep your target market interested in your brand and services. And make it your goal to inspire a whole section all at once.
You might, for example, throw an influencer weekender, inviting a group of influencers to a place and requesting that they chronicle their experience on social media. Also, renowned travel influencers often travel together; you may take advantage of this. Arrange to work with their favorite band at the same time, or form your own and cooperate on a series of vlogs or short films with them (they get more engagement than photos). To attract a lot of traffic to your social media accounts and website, include your product(s) and emphasize its advantages. This strategy might also help you build momentum and achieve long-term outcomes.
In London, a group of buddies takes a selfie. (Image courtesy of iStock/Getty Images Plus/ViewApart)
“Be yourself; everyone else has already taken you.”
The famous saying above is meant to motivate individuals, but it also applies to travel influencer marketing. Many businesses get into the trap of believing that in order to attract clients, they must showcase their items in a specific manner. As a result, they lose out on developing a community that resonates with their brand’s actual personality and objective by alienating them with material that caters to a different demographic.
Other businesses falsify locations in order to attract more clients, only to have their efforts backfire and destroy their image. The secret sauce of influencer marketing success is authenticity. When it comes to determining whether or not to support a business, 90% of customers say authenticity is critical. People, not places, evolve throughout time. Influencers might thus provide fresh viewpoints on your items. Their own creative voice will always offer a new viewpoint to the table.
Blending user-generated content with influencer marketing is a wonderful strategy to boost authenticity in your efforts, since customers find the former 2.4 times more genuine than brand-created material. So, if you developed your company to target backpackers, don’t feel obligated to follow the fancy travel trend or attempt to make your goods look to be something they aren’t. Embrace your brand’s originality and emphasize what sets it apart. On the other side, your tribe is waiting for you. Tap into your target consumers’ innermost wishes and make them a reality — Social media is recognized for its inspirational messages, particularly in the travel industry.
Recreate your customers’ deepest desires in your campaigns by researching their deepest desires.
There’s something about travel that keeps people fascinated and coming back for more, from Instagrammable images of sunny places to coveted skiing holidays. Take advantage of the human desire to discover new things.
Discover the experiences and goods that will set your target consumers’ hearts on fire by digging deep into their innermost desires and requirements. Do they, for example, like escapist content? Maybe they want to be free. Is luxury travel content enough to make people stop and think? Perhaps they want to feel accomplished and successful. Once you know the emotion they want to experience, you can use your influencer marketing to help them reach it, whether it’s planning a vacation or purchasing a travel-related product.
Finally, make your product look approachable to your target market by carefully picking influencers that your target market can connect to, increasing the likelihood that your content will resonate with them.
Two buddies use their phones to check social media. (Image courtesy of Ridofranz/iStock/Getty Images Plus)
Don’t Take Your Foot Off the Marketing Peddle During a Crisis
Scaling down influencer efforts in a crisis is one of the most effective methods to hold your company back in the travel industry. It’s a good notion to use a two-pronged strategy to influencer marketing throughout the post-pandemic economy’s rebuilding period.
To begin, think locally by encouraging individuals to participate in more things that they can do on their own territory, such as road excursions, train rides, and staycations. Then consider the big picture. In your influencer marketing, keep customers educated about international travel. This may be accomplished by providing useful micro-moments that encourage travel at each point of the customer journey, allowing them to experience small bursts of travel from their device. This strategy will keep your audience optimistic and motivated for better days ahead, when they will be allowed to travel freely. Engage them in conversation to learn what makes them feel comfortable so you can modify your services accordingly.
Providing assistance to your clients in planning future visits will place your company in a better position to complete more sales in the long term. Finally, make your site mobile-friendly. People often use their mobile devices to browse social media and even purchase. Eighty-five percent of buyers use their phones to arrange vacation activities. It’s a good idea to start with a mobile-first strategy.
The “does instagram pay influencers” is a question that many travel marketers are asking. Instagram has been paying its top influencers for some time now and it’s worth the effort to optimize your campaign on social media with them.
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