Finding the perfect travel influencer whose values resonate with yours, and whose content is not only pretty but delivers on your goals, can be a challenge. Influencer marketing is a great opportunity for travel brands with plenty of influencers out there waiting to showcase your brand.
84% of millennials and Gen Z say they use travel influencers for recommendations.
Finding the perfect influencer for your brand can take some trial and error, but here are the steps we follow to find the best match.
define your influencer campaign goals and budget
First and foremost, identify what you want to achieve with your influencer campaign – is it brand awareness, social media growth, or conversions? Knowing what you want to achieve helps you choose the right platform and type of travel influencer.
It’s also important to consider your campaign budget. Depending on whether you’re a consumer brand, travel destination, or an experience provider, you should decide what the influencer will get from the collaboration. Although gifted campaigns can yield great results, most influencers, especially micro-, macro- and mega influencers, will charge for a collaboration.
Travel influencer rates
Influencer rates vary based on the platform, the type of content, and usage rights among other factors. You can use free influencer rate calculators that give you a rough estimate of how much you should expect to pay. On average, travel influencers currently charge $345 for a sponsorship.
understand your target audience
It’s crucial to have a clear insight into your audience’s demographics, interests, and behaviours. The authenticity of your influencer campaign depends on a strong alignment between your brand, the influencer, and your audience. Choose a travel influencer whose audience matches your brand’s target audience.
research potential travel influencers
There are a variety of free and paid influencer platforms that allow you to search for travel influencers based on your specific criteria and analyse influencer accounts. You can filter things such as location, interests, audience, engagement rate and more. Have a look at options such as Influencity, Upfluence, and Promoty.
Another way to find influencers is through a manual keyword or hashtag search on your chosen platform. Once you find a travel influencer that aligns with your campaign, you can look at suggested accounts which have a similar niche or audience. You can also check if there are any influencers who have shown interest in your brand by engaging with your social media.
Travel vs lifestyle influencers
Niche influencers are great if you want to generate brand awareness, however, they’ll likely collaborate with multiple companies which means that you’ll essentially be competing with them on the influencer’s profile.
With general lifestyle influencers, you might also reach people who are not specifically interested in the travel content, but if done authentically, the chances of conversions are higher.
It’s important to consider whether the influencer has done similar collaborations in the past and if they have any ongoing collaborations.
Analyse travel influencer metrics
There are a lot of metrics that you could measure for assessing the suitability of an influencer for your travel campaign. Which metrics are most important to you, depends on your campaign goals. We recommend analysing audience, content reach and engagement regardless of your goals, as these are the main factors that will influence the performance of your campaign.
Consider the influencer’s audience demographics, especially location and age group. If you’re targeting people within a certain region, it’s important to make sure that the majority of the influencer’s following consists of people in that area.
Content reach and views
Reach and views are especially important if you want to increase your brand awareness. Regardless, it’s an important indicator to consider for gauging the potential impact of your campaign. Beware that influencers with a few viral videos can be appealing, but that doesn’t mean your campaign virality is guaranteed. Consistency in reach and views is more important to understand the quality of the influencer.
A high number of followers doesn’t always mean high engagement. The bigger the account, the lower the engagement rate (usually). That’s why it’s also important to analyse content reach and views. The engagement rate will show you how invested the audience is in the influencer’s content. The average engagement rate for influencers is between 1-3%, anything above that is considered high.
how can a social media agency help?
- Develop an effective influencer marketing strategy for your brand.
- Create compelling campaigns with strong messaging that aligns with your business objectives.
- Identify the perfect influencers and cultivate relationships for long-lasting partnerships.
- Oversee content creation and manage deadlines, to ensure effective execution of campaigns.
- Manage contracts and negotiate fees to get the best value for your brand.
- Analyse campaign performance to improve strategy.
Finding the perfect travel influencer can be daunting, but following the steps outlined in this article, you’ll be on your way to a successful influencer campaign. The most important thing when choosing an influencer is the alignment of values with your brand. Influencer marketing isn’t just about getting more eyeballs on your brand, but cultivating an authentic connection with your target audience. If you’re ready to take your brand to the next level with influencer marketing, reach out and let’s discuss what we can do for you!