5 Smart Tourism Boards on Their Favorite Instagram Influencers

Instagram is a control freak when it comes to analytics, only allowing paid advertisers to access brand lift data. For the unpaid advertisers, well, all they have is qualitative data -- follows, likes, shares, and comments. No impressions. No clicks. Only Instagram knows how many people actually checkout Instagram accounts. Yet tourism boards forge ahead with building their brand presence on this mobile-first, image-based platform by publishing a combination of their own content, user-generated photos from their fans, and inviting influencers to experience and share their journey on the company account, as well as their own. The reality is there isn't a metric that ties influencers trips to visits. Jesse Desjardins, Social Media and Advocacy Manager at Tourism Australia doesn't subscribe to Instagram influencer marketing because, "It's not scalable and repeatable. There's only so many influencers you can bring in. You can't expect someone who co