Opinions: 

#DTTT Blog

Influencer marketing, as with everything in the digital marketing landscape, has continued to grow and evolve over the last few years. With new trends, algorithm changes, platform regulations and the continual evolution of consumer behaviour, influencer marketing is a powerful means to leverage your brand and tell your story in an authentic way, but are we nearing the end of the influencer marketing effect?

In 2016, data showed that “92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement” but in 2019, consumer behaviours have shifted almost full circle and the conversation is now around rebuilding customer trust within this space. Many users, particularly millennials, are increasingly seeking authentic experiences and transparent brands and as a result are starting to suffer ‘influencer fatigue’.

This has also seen a shift towards ‘micro influencers’ - influencers with a smaller following, but a high level of trust and authority with a highly engaged, niche audience. It is important for DMOs to recognise the two key players in the influencer sphere, macro influencers and micro influencers, and understand how each one plays a different role.

Macro influencers enable you to reach a specific geographic market, for example, the Middle East or the USA, at scale, offering endorsement and interest generation, however, engagement and quality tends to be lower. On the other hand, niche micro influencers enable you to engage more targeted, 'vertical' interest groups, such as those into extreme sports for example. Although they have significantly fewer followers, their communities are highly engaged and audience engagement is key.

For DMOs it is important to understand how these changes can impact the travel and tourism industry. When considering incorporating influencer marketing in your strategy, here’s 3 takeaways influencers can teach DMOs when it comes to staying authentic and engaging.

1. Be Flexible

Working with an influencer is an opportunity to see your destination from a completely fresh perspective. Many destinations are likely to have a very specific view or preconceived image of their own destination, but content creators and influencers are experts at creating content for social channels and knowing their audience. Therefore, don’t be too detailed with the brief as this can be restrictive. Allow the freedom and flexibility to create fresh, quality content.

2. “Visiting a destination with a DMO is like travelling with a local”

Consider this when it comes to planning an influencer trip and think strategically about the places you want to feature. This is the perfect opportunity to showcase the more unknown areas and experiences in your destination.

3. Authenticity is key

Influencers value authenticity just as much as brands do and this is the key to a successful campaign. Although influencers have had a reputation of accepting any paid campaign that comes their way, the influencers and content creators we have worked with over the years say they would not work with a brand or destination unless it was an authentic and collaborative approach. To reflect a real experience through authentic storytelling, both parties need to share the same vision and values. The narrative has to be consistent and must match the brand voice and message (for both parties) in order to be valid.

Bonus tip!

As well as a really strong Instagram grid, Instagram stories are a great way to prompt an open conversation, giving people the opportunity to ask direct questions about your destination. Bear this in mind when you are reviewing your Instagram strategy.

Sign up to the DTTT Newsletter



Discussion

comments powered by Disqus

More from #DTTT

  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge