It is becoming increasingly apparent just how powerful and effective influencer marketing can be if done correctly, not just for selling the latest products but for selling destinations. An influencer, in my mind, sits somewhere between a friend and a glossy magazine, someone I can relate to yet who I also aspire to be like. It is unsurprising therefore, that statistics from the Influencer Marketing Hub suggest that the 2019 global spend on influencer marketing is expected to total a whopping $6.5bn, up from $1.7bn in 2016.
The engaged community that a micro influencer can build is something that brands are often desperate to tap into. A micro influencer, according to Forbes, is someone with a following of anything between 10,000 – 500,000 on social media. They often have incredible engagement and great ROI and while they may not have the large top-line numbers that you’d see from the likes of a “celebrity” macro influencer, their opinions hold a great deal of gravitas. This can be especially interesting for influencers focused on a particular niche (wellness, parenting, sustainability, diversity, mental health). Followers place a great deal of trust in said influencer, viewing them as perhaps more accessible and relatable than someone with a larger following.
According to a recent survey carried out ahead of BorderlessLive by marketeers, nearly a quarter (23%) of UK adults follow a digital influencer on social media. What’s more, nearly 1 in 5 (18%) 16-24 year olds say that they’ve been inspired to visit a destination of a digital influencer that they follow. To put this into some perspective, 7.9 million 16-34 year olds are inspired to travel because of the pictures they see on social media and online. An incredible third of 16-24 year olds state that if their favourite online creator posted online about a new destination or hotel they’d be tempted to go and visit it themselves.
It is evident that influencers, especially in the travel industry, are an extremely effective marketing tool. They have a ready-made, engaged and receptive audience, they are a trusted source of authority and they do have the power to truly influence, whether that be to promote a product, a hotel or a destination.
If you want to connect with the perfect influencer for your brand or destination then make sure to join us at BorderlessLive this September. We’ll also be hosting a range of sessions and workshops so you can come and find out more about influencer marketing. Tickets are still available here.