The Changing Relationship Between Travel Brands and Instagram Influencers
Skift Take
We have doubts about the methods used to measure success here. "Influencers" have gone from social media stars to legitimate taste makers in their respective fields. It's up to smart destinations and brands to provide a valuable experience that builds long-term loyalty and outweighs the pay.
Social media has turned destinations' marketing strategies on their head and introduced a new player -- the social media influencer -- into the mix.
These online personalities often have hundreds of thousands of followers across several channels, highly engaged audiences that "Like," comment and share their posts, and are willing to share photos and stories of a destination for a free trip and, increasingly, cash.
"We’re seeing this as a changing environment right now. Historically we have not paid Instagrammers to attend familiarisations or media visits, but more and more the question is being asked of us of what financial support we will provide," says Chris Chambers, director of digital marketing for Tourism and Events Queensland.
Some destinations will invite one or a handful of Instagram influencers to explore a certain region or neighborhood. In the case of the Canadian Tourism Commission, social media campaign producer Rishad Daroowala will take one or a handful of photographers through a Canadian province on a 7- to 9
