In recent years, social media influencers have emerged as true storytellers, trendsetters and trusted sources of information in destination marketing. Their ability to create captivating and visually appealing content has revolutionized the way destinations are marketed. By leveraging their personal brand and social media following, influencers have reshaped travelers’ perceptions through their own means and experiences to those whose attention is ready to be harnessed.
Why Should Your Destination Get Influencers on Board?
More and more travelers are using social media platforms like TikTok to research destinations. Influencers are an asset to be used now and moving forward for your destination, and here are a few reasons why:
- They create authentic and relatable content.
Without having someone to report to, an influencer can create content that has a more authentic feel that people like to see, as opposed to highly produced and polished videos or photos that can be perceived as ads. Influencers often showcase their travel experiences in a more personal and relatable manner, providing a glimpse into destinations through their own eyes. They share authentic stories, photos and videos, which can resonate with their followers and create a sense of trust.
- They have their own reach and engagement.
Influencers are called influencers for a reason. They have created a loyal, engaged following. People listen to what they have to say and take their recommendations to heart, often more so than with a typical journalist. Influencers have amassed large followings on social media platforms, allowing them to reach a broad audience and engage with their followers. By partnering with influencers, say with an Instagram collaboration that reaches both accounts’ audiences, destination marketers can leverage that reach and get their content in front of new eyes.
- They’re great at visual storytelling.
Influencers excel at creating visually appealing content that highlights the beauty and uniqueness of a destination, which is typically also the goal of any more formal travel content creator. Through high-quality photos and videos, they can capture attention and inspire their followers to consider visiting those places.
- User-generated content is always a plus.
In this industry there is always a hunt for UGC, and having an influencer who knows the proper way to shoot content is such a great asset. Influencers can often encourage their followers to share their own travel experiences and use specific hashtags related to a destination. This user-generated content provides a valuable resource for destination marketers as they can showcase real experiences and perspectives of travelers, further promoting the destination.
- They can reach a new niche.
Influencers cater to specific niches and demographics, allowing destination marketers to target their marketing efforts more effectively. Whether it’s adventure travel, luxury tourism, budget-friendly trips, pet-friendly trips or family-friendly destinations, influencers can help reach specific audiences and tailor the messaging accordingly.
- They are great at engagement.
Influencers actively engage with their followers, responding to comments, answering questions and providing travel tips. We all know this is a best practice in marketing, but destinations and marketing firms only have so many folks on staff and hours in a day. Bringing in a super-plugged-in influencer can help. This interaction creates a sense of community and allows travelers to gather information directly from influencers, making their travel decisions more informed and personalized.
- Their recommendations are trusted.
Travel influencers are often seen as trusted sources of information and recommendations, according to Skift, a popular travel news outlet. When they endorse a particular destination or share their positive experiences, it can influence their followers’ travel decisions and inspire them to visit those places.
Authenticity and transparency are crucial, as travelers are increasingly savvy and can easily spot inauthentic endorsements. By leveraging the power of influencers strategically, destination marketers can effectively promote their offerings and attract more visitors to their destinations.
If you’d like to chat about how to incorporate an influencer strategy into your marketing, contact [email protected].