The marketing industry is constantly evolving and so are new, better ways of communicating and delivering your brand online. One of them, influencer marketing, has proved to be a successful model, particularly effective for travel and tourism businesses. It comes under the spotlight of this post as one of the most cost-effective methods for customer acquisition and building brand awareness.
Read on to learn more about influencer marketing and how to successfully partner with influencers in 3 easy steps!
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What is influencer marketing?
Even if you haven’t come across the term before, you probably already know what it’s all about.
Influencer marketing is a form of online marketing that has been rapidly growing during the past decade. Some describe it as a hybrid of old and new marketing tools where celebrity endorsement is utilized in the contemporary marketing mix. The main difference being that celebrities in the modern context are actual individuals who have dedicated social followers and are called influencers.
Based on their network and expertise, influencers usually serve one industry. For example, food and entertainment, healthcare, fashion and beauty, travel and lifestyle, etc. After spending a few months or years building a community of loyal followers, they often have the chance to work with brands representing other industries and sectors.
Let’s say you’ve been a travel influencer for a while. Once you become established you are likely to get proposals from a wide variety of companies. You can be invited to promote swimwear, a local gym, perhaps a book or event.
Anyway, our point is that as social media becomes integral to our lives, trust in influencers is growing significantly. Many see them as reliable experts, and what’s more, after years of following the relationship between user and influencer goes even further. A study shows that the intimacy and emotional intensity of this unique communication make us feel like friends.
As a result of this and also the rise of social media in general, influencer marketing is gaining increasing attention as a marketing tool. You’ve probably seen a ton of sponsored campaigns, giveaways, and collaborations on your Instagram feed. The truth is that companies reach out to influencers more and more often because of the genuine engagement they get. According to The State of Influencer Marketing 2020 Benchmark Report, the majority of people believe that influencer marketing is effective. Another research by Twitter shows that consumers not only seek product recommendations, but 40% of them actually had purchased something after seeing it used by an influencer.