I’m sure you have heard the term “Influencer Marketing” quite a lot. There are a lot of definitions and opinions about what this ‘buzz word’ exactly means.
So, let’s first start with a quick round-up of what influencer marketing is. Simply, it is a type of social media marketing. It is focused on promoting products and services, building brand awareness and authority through content spread by social media users who are seen influential.
Covid-19 pandemic is still present across the world. So businesses and creators of influencer marketing are trying to adapt to these changing circumstances.
We have witnessed many social influencers work come to a standstill as brands put a halt to those business activities that may be considered ‘insensitive’ given the current circumstances. Nevertheless, it has allowed influencers to catch up on work, build relationships with their online communities, and get creative at home.
We know that life beyond this pandemic could be very different as the travel and tourism industry has been hit rather hard. It is intriguing to understand how consumer behaviour will progress, given that over the past 10 years influencers have altered and developed how brands reach customers. Google Trends shows a rise in influencer marketing worldwide from 2010 to 2020 in comparison to print advertising.
Now, let’s talk about five ways how you can work with influencers post-crisis!
Let them run the show – it’s take over time!
Social media takeover is means granting access to posting to a person of interest – an influencer, expert, a professional. The person of interest takes over a brand’s social media account temporarily and shares content with their audience. (source)
It is a fantastic way for brands to grow followers, a community, and sales organically. Also, it can be an exceptionally compelling way to construct awareness of your brand, its products and services, whilst still sharing authentic and engaging content.
Seek strategic input
Influencers’ core strengths are: they know their audience, they are full of exciting, creative ideas and they are marketers! So don’t hesitate to include them in the early stages of an influencer campaign. Gain strategic inputs from them and their perspective on different ways to reach your target audience.
Don’t forget about other platforms
We have been spending a lot longer inside, social distancing from the outside world. Our time on social media has dramatically increased. At the same time, consumers are finding new platforms to explore.
Podcasts, TikTok and YouTube have all risen in popularity over the last couple of months. So, why not stand out and do something a little different? Get your influencer to do a Podcast or a TikTok on the top free things to do in your destination, or let them do a YouTube review of your hotel.
Make them a Brand Ambassador
A brand ambassador is an influencer or a celebrity person who is hired to represent your brand and be the face of your campaigns and products over time.
Brand ambassadors can seem more authentic from a customer’s point of view if they see the influencer across your brand multiple times.
However, the influencers you choose must be in tune with your brand, so they can connect with your audience better.
Collaborate with Micro-Influencers
Micro-influencers, by defition, have a smaller following but the important aspect is that they are focused on one specific niche. So collaborating with the right micro-influencers for your travel business or brand is a great way to reach a more targeted audience.
Micro-influencers could become especially important post-crisis. As Europe is set for a summer of staycations, it’s a perfect opportunity for travel brands to collaborate with local micro-influencers and reach domestic travellers and audience.
I hope this article will spark some ideas and inspire you to start integrating influencer marketing into your marketing strategy if it hasn’t been part of it already.
Do you think influencer marketing will come back stronger than ever? Let me know your thought in the comments below, I’d love to hear from you.
This is a guest article by Emily Jones, an aspiring Travel Marketing and Social Media Specialist. She’s a globetrotter at heart, but also a skilled, professional marketer, with a degree in International Tourism Management. She strives to help travel and tourism brands flourish, building an online presence through captivating, personalised social media strategies.
To connect with Emily, visit her website or find her on Instagram, Pinterest and LinkedIn.