Connecting with Gen Z Travelers: 

In an era defined by digital connectivity and experiential exploration, Gen Z travelers are emerging as the trailblazers of the industry. They are revolutionizing traditional norms and driving unprecedented change. The rise of trends like sober-curious travel, ecotourism, and TikTok-driven exploration transform the landscape of travel. By embracing these changes, you can create a strategy geared toward more mindful, sustainable, and authentic experiences. 

Harnessing the Power of AI: 

The integration of AI technology has emerged as a game-changer in reshaping the way brands connect with their audiences. As this technology develops, it offers PR practitioners an innovative way to increase efficiency, accuracy and authenticity. Companies like Muck Rack have even integrated AI technology to assist in writing efforts. By leveraging AI’s capabilities, the future of travel PR is characterized by streamlined processes, deeper connections with audiences, and a commitment to delivering genuine and meaningful interactions 

Investing in Influencer Relationships: 

Influencer marketing isn’t just a buzzword—it’s a powerful tool for expanding reach and enhancing brand visibility. More and more influencers charge fees for their services, reflecting the professionalization of the field. Brands must recognize their worth and invest accordingly. This evolution underscores the importance of aligning values with influencers and fostering authentic relationships. By prioritizing transparency and authenticity, brands can navigate this landscape successfully and unlock the full potential of influencer partnerships. 

Prioritizing Diversity, Equity, Accessibility, and Inclusion (DEAI):  

Inclusivity isn’t an afterthought; it’s a fundamental pillar of PR strategy. We all need to be committed to elevating diverse voices and narratives reflecting the richness and diversity of the destination. By collaborating with writers, content creators, and publications that champion DEAI principles, you will ensure stories reach and resonate with audiences from all walks of life.  

Preparing for the Unexpected with Crisis Management: 

In an era of instant information and viral spread, crisis management is no longer a reactive measure but a proactive necessity. Dedicate time to developing robust crisis communication plans that safeguard reputation and integrity in the face of adversity. Anticipating potential challenges and preparing agile response strategies means you can overcome crises with an improved reputation and united community. 

As we venture into the future of public relations, it’s clear that adaptation is integral. The convergence of digital platforms, influencer marketing, AI integration, and a commitment to diversity and inclusivity are shaping the trajectory of the industry. By embracing these trends and proactively preparing for the unexpected through crisis management strategies, PR professionals can navigate the evolving landscape with agility and integrity. This is how brands will remain relevant and resilient in an ever-changing world. 

The post Navigating the Future of PR appeared first on Travel Alliance Partnership.

Back in elementary school, building relationships was easy. You’d share your pudding with someone and bam, you’re best friends, telling each other secrets. Fast forward to your current role. Those friends you’re trying to make are trusted media members – anchors, editors, journalists, bloggers or influencers. And those secrets are actually stories you want the world to know. The ones worth the telling. The ones that could attract visitors to your destination.

On top of it, you’re not the only person trying to be their friend. Many other destinations are also vying for media attention. To break through the noise and develop these key relationships, it takes time, effort – and sometimes a little bit of luck. But when you crack the code of PR, it can pay off big time.

Earned media is about reaching the right person, with the right story, at the right time.

Planning for Public Relations

Always start with strategy. While you may be eager to start talking to media, taking the time to set up a strategy makes the whole process go smoother. Our 7-step strategic approach helps you determine the best path forward by utilizing research and determining situational insights. A strategic plan will determine your target audience, key messages and tactics, which will directly correlate with your public relations outreach.

Target Audience

By determining who you want to visit your destination, you can identify the publications that they read or interact with. For example, if you are looking to attract middle-aged gardeners, you may consider adding “Better Homes & Gardens” to your media list. If you are looking to get on Gen Z’s radar, you might look up TikTok influencers.

Key Messages

As you consider your target audiences, think through what resonates most with them. What information will pique their interest? What stories will sway them to visit? These ideas and details will transform into story threads.

Tactical Plan

The tactical plan outlines the tasks. For an integrated marketing plan, these might include your website, email newsletters, digital marketing and more. In a PR plan, tactics may be a mixture of proactive and reactive – such as press releases, story pitches and lead monitoring.

Identifying the right media members

Once you know who your audience is, begin thinking about what publications they read or content creators they follow. Identify between 50 and 150 KPI (Key Performance Indicator) Publications – the magazines, websites, newspapers and social media accounts where you think your story should be told.

Need help identifying your KPI Publications? Ask us!

Build out your media list(s) by finding the appropriate contacts at each of these. Keep in mind, there may be multiple people you want to connect with. Some traditional publications still have full staffs, meaning you may want to reach out to the Food & Beverage editor about your new restaurants, the Arts & Culture editor about an upcoming performance and the Lifestyle editor about the unique locale where every visitor must go.

When building out your media list(s), note any relevant information. This should include topics they write about, how frequently they’re published, where they live (or used to live, in case there’s a connection to your destination!), how they like to be reached and whether you’ve ever met or have something in common. People are switching jobs and moving industries, especially nowadays, so it’s important to research and refresh your lists frequently.

This task may seem tedious but is key to your outreach. You will want to make sure you are spending your time building relationships with the right people. PRO TIP: Organize media lists by different beats or geographies. That will make it easier to determine the best fit based on the topic of your press release or goal of your pitch.   

Crafting the right pitch

Think about the different topics you want the media (or influencers) to talk about.  We usually start by drafting an editorial calendar to outline which stories will be timely throughout the year, considering seasonality, events, holidays and anniversaries. Include evergreen topics that will benefit your destination any time of year. Consider the best outreach for each story – a press release for news and announcements, a pitch for an interview or in-depth story, a media alert to get on-site coverage during an event, etc.

Next, draft your outreach. It may feel like you’re sending your story out into the abyss, but there’s a real person on the other end of each email address. Use the research from your media list-building to personalize your message. Reference related articles the journalist has written or mention the media event where you last spoke with them. As you work through your media list, ask yourself:

• “Does this writer cover this topic?” If they write about craft beer and you’re pitching a new restaurant, they won’t be interested. Them being in the “food and beverage space” doesn’t cut it.
• “Do they write this type of story?” If you’re pitching an in-depth interview with one of your hotel owners, but the writer only produces listicles of properties, it’s probably not a fit.
• “What am I asking of them?” If you’re talking up the great video opportunities at your upcoming event and they write for a print publication, it’s not going to work out.

According to Muck Rack’s Annual Journalist Survey, the number one reason why journalists ignore otherwise relevant pitches is lack of personalization. Read that again.

Pitching at the right time

The third piece to the PR puzzle is timing.

Time of Day: While everyone is different, the majority of journalists prefer to be pitched in the morning – between 6 a.m. and 11 a.m. This timing also works well if you are pitching broadcast media. News producers start their day very early and wrap up around lunch time.

Goal of Coverage: Your outreach depends on the goal for the coverage. What do you want it to achieve and when do you want it to land? For on-site coverage at an event, send a media alert a day or two beforehand. Follow up with calls to the newsroom. (PRO TIP: This is one of the only acceptable times to call media.) For coverage of an event in order to create awareness and drive ticket purchases, send out a press release 4-6 weeks beforehand. Then, start pitching interviews in the weeks leading up to the event. If you’re looking to invite media on a FAM or hosted trip, reach out months in advance to get on their calendar.

Type of Publication: Similarly, consider the type of publication and its turnaround time. If you’re looking for immediate coverage, consider short lead publications – such as daily newspapers or morning news broadcasts. Then there are long lead publications that have more time to interview individuals, take photos, carefully craft a beautiful article and have it published in a monthly or quarterly publication. Somewhere in the middle are influencers and bloggers. It may take a little bit of planning to arrange a visit, but they will likely produce content while on site and shortly after their visit.

Now that you’ve reached out to the media, what’s next?

• Are they interested? Great! But the work still isn’t done. Start planning the interview, itinerary or content agreement.
• Did your message go unanswered? That’s expected. Follow up a few days to a week later. If they still don’t respond, consider a different approach or story angle.
• Did they say no or it’s not a fit? Bummer, but at least you know they read your message! Go back to the drawing board to find new writers for your pitch or a different angle for this writer.  

Building Momentum

I’ll say it again… public relations is a marathon, not a sprint. Once you’ve put in the time and effort to build relationships with key media members, you are more likely to land future pitches and placements because you’ve created mutual trust. They trust your recommendations and you trust them to deliver. You will find your tried-and-true partners: the travel writer who will start booking their travel the moment you say, “I have a new attraction and I know you’ll love it!” or the morning news producer who comes to you when they have an open interview slot to fill.

Looking for a partner for your travel PR?

Public relations is about momentum. One placement isn’t going to drive the masses to your destination. (Unless it’s in a really big publication…) But a bunch of stories across different publications will get travelers’ attention. And as word starts getting out, more publications, bloggers and influencers will start noticing and want to cover it as well.

If you’re looking for a quick, flash-in-the-pan tactic that will increase – and sustain – visitation, PR isn’t it. You won’t be as successful if your approach to public relations is full of starts and stops. It’s important to consistently reach out to the media. Expect to spend at least six months to a year on consistent PR outreach before you start seeing a real return on your efforts.

The post Public Relations Takes Time: Setting Realistic Expectations for Your PR Efforts appeared first on Travel Alliance Partnership.

How to find local influencers

Identifying influencers in your community can feel like the biggest hurdle to overcome. First, define what an influencer means to your organization- is it 2,500 followers? 5,000? 10,000? Is it important for them to be on multiple channels, or is Instagram enough? Once you’ve figured this out, the search begins.

• Search by top posts on Instagram. Look under “places” to find geotagged locations, or “tags” to search by your own hashtags or similar/relevant hashtags.
• Google them. There’s a good chance your local news has covered one or more influencers in your area. The search results for “Rochester NY influencers” yields lists of influencers in the area from aggregating websites and local news channels, reddit threads and more.
• Use influence.co to filter by location, number of followers, platforms, reach and more.
• Ask around! Who do your coworkers, neighbors, friends, and family follow in the area? What do they like about them?
• Look at your own followers. As a destination or attraction, local influencers may already be following you!

Also consider local groups or individuals that may be part of your target market and have influence or clout in the community. A networking group of executives? Maybe a foodie group exists or craft beer club. Keep the search going on Facebook, LinkedIn and Meetup – all popular sites for getting together.

Starting the conversation

Cultivating a relationship is key to any partnership and influencers are no different. Start the conversation by supporting their work or letting them know how much you appreciate what they’re doing for the destination.

• Engage with their work. Like or comment on their posts to show support for what they’re doing. Make sure that your comments are genuine and valuable- not repetitive or canned. This added engagement is good for their metrics, so it’s win-win.
• Repost their photos (with permission!). Comment or DM them and ask to share their work. Most influencers are happy to share and show their work to a new audience. These photos, videos, or blogs are great user-generated content (UGM) for your channels.
• Send them a message. A short and sweet note that says how much you love the work they’re doing in the area is all it takes. Everyone likes to be recognized!
• Send them destination swag. A branded pen, notebook, or reusable bag is a great way to show your appreciation. You might even get a post out of it!

Collaboration opportunities

Once you’ve initiated a conversation, the next step is showing them how you can add value to their content and audience. An influencer’s brand is themself, so authenticity is key above all else. They want to provide value to their audience in the same way you do. Offering them something exclusive or special is a great way to do this. For groups and other individuals in the community, it’s still about value and often about content, too.

• Ask them to do a takeover of your blog or social channels. A guest post or day-in-the-life creates variety for your content and pulls in a new audience.
• Invite them to an event as a special guest. If you’re attending a festival, celebration, or exclusive event, consider adding them to your invite list. Any kind of special showing or behind-the-scenes peek is great content for their channels. Maybe it’s a soft opening of a new restaurant, backstage tour at a concert, or VIP area at a festival.
• Take them on a mini-FAM. They already do a great job promoting the area, but you know it better than just about anyone else. What hidden treasures can you show them they may not be aware of?
• Cultivate a partnership. What opportunities for an ongoing partnership can you offer? You can offer value to them through the platform you provide, payment, or whatever works best for you. They can offer authentic reviews, a different perspective and a fresh audience. Examples include:
  • Speaking at a local event
  • Producing a video series highlighting things to do around your city
  • Partnering with a stakeholder to host a VIP event

Curious to learn more about working with influencers? Check out our Influencer Marketing eBook, with 30 pages of tips, tricks and advice based on our experience.

The post Identifying Local Influencers appeared first on Travel Alliance Partnership.

Traditional Travel Writers

These writers work for a newspaper, magazine, website or other publication. They may have a regular column or specific niche that they write about. But as staff sizes continue to decrease, writers have taken on more beats – broadening their focus from travel to general lifestyle.

Deliverables

An article for their publication published online, in print or both. They publication may also share it across its social media channels. In some rare cases, they may have a photographer take pictures to accompany the piece. The rest of the time, they will lean heavily on your destination to supply high-res photos.

Itineraries

Travel writers are on assignment by their publication. (However, they don’t always have a say in when the article will come out.) This means they have a specific story in mind and unless they are a reviewer, they provide an objective look into a destination. In many cases, their itinerary should be broad. Include the “must-see” stops, best restaurants and most popular activities.

Keep in mind, there may be specific rules from their publication that they must follow. For example, some publications do not accept free products or comped meals, trips and experiences, while others will not cover alcoholic beverages.

Measurement

Print publications are measured by circulation – the number of copies distributed through subscriptions and newsstands. Online publications and articles are measured by unique visitors per month (UVM) or impressions. You can also track the additional reach of an article shared from the publication’s social media. Beyond impressions, we reference the Barcelona Principles to measure the impact of a placement, including whether it appeared in a KPI (key performance indicator) publication, the sentiment or tone of the article, and inclusion of the campaign’s key messages.

Proactive vs. Reactive PR: Why Both are Essential to Your Public Relations Strategy

Freelancers

Freelancers are independent writers that get paid per writing assignment or series of articles. They may work for one publication or website, but more often, write for several publications at a time.

Deliverables

When working with a freelancer, deliverables may not be set in stone upfront. Some will pitch the story (or FAM visit) to the publication(s) to get it assigned, while others look to have their piece picked up afterwards. Some are on assignment by a publication while others look to have their piece picked up afterwards. Since freelancers write for a variety of publications throughout their career, your destination has the opportunity to be covered multiple times in different articles. (Even years after a media FAM!)

Itineraries

For most, the idea of an assignment letter has gone out the window. That means freelancers are looking for a unique story, angle or topic that is likely to get picked up. Work with them to identify stops that are both popular and have a special backstory. You may consider including stops that cover multiple angles (such as unique food scene and your historic sites), that can result in placements in multiple publications.

Measurement

Articles and publications are measured the same way as for traditional travel writers.

Influencer Outreach and Media FAMs Stimulate Drive Market Visitation for Open Air Museum

Bloggers

Bloggers regularly write content (or posts) for a blog. Some run their own blog while others are part of a network of bloggers, such as Traveling Mom. Most bloggers make money through cost per click advertisements or referral programs.

Deliverables

Bloggers produce blog posts – informal, narrative text entries. Post formats vary but usually have a first-person point of view. Some posts include general overviews or a recap of a trip, while others share numbered lists of the best places to visit, eat, or stay in a destination. Most are accompanied by photographs taken by the blogger.

Itineraries

Because of the story-telling nature of blog posts, bloggers are looking for experiences. They want to get hands-on, knee-deep and up-close-and-personal with your destination. As you choose experiences, be sure they align with the theme or niche of their blog. Mommy bloggers want to see family-friendly stops while craft beverage bloggers would enjoy a gin-making class.

Measurement

Blogs are measured by unique visitors per month (UVM) or impressions. Bloggers commonly share posts on social media (Pinterest especially!), in newsletters and among niche networks. They may even be able to tell you the number of users that viewed a specific post.

An inside look at working with bloggers.

Influencers

Influencers are the newest content producers to the group. They are known for their loyal social media following that looks to them for recommendations and is willing to take action as a result. Some run their accounts as a side-gig while others focus on social media full-time. In some instances, influencers look to receive compensation for their content. Compensation is becoming more popular since the pandemic, as destinations and brands understand the influence of content creators, and as influencers quit their full-time jobs to focus on their content.

Deliverables

Influencers can offer a variety of deliverables: static posts, videos, ephemeral content (Snapchat, Instagram or Facebook stories), highlight reels, TikToks and going “live.” It’s important to discuss deliverables ahead of time to agree on not only the type of content they will produce but also the angle of it. Set expectations around influencers tagging your or your partners’ accounts, using the appropriate campaign hashtags and geotags. It’s important to have a discussion ahead of time of what works best for your destination, and agree on what they will produce. In addition to their social posts, some influencers also have a blog that they post on.

Itineraries

As you work through their itinerary, think visuals. Skip a world-class museum that doesn’t allow photography. Instead, pick the prettiest view of a park during the best time of day. Unlike traditional travel writers, influencers post from their personal perspective. That means the itinerary process may take longer because influencers want to be sure each spot will spark joy with them (and their followers). Be sure to build in plenty of time at and in between each location. Influencers are known to explore on their own and find a visual you didn’t even think about!

Measurement

Start with the number followers they have on their social media channels, that’s their potential reach. Then look at the engagement on their posts about your destination: comments, reactions, shares. Ask the influencer for stats on their ephemeral content that disappears after a set time.

Pro tip: For both bloggers and influencers, create packages or promo codes to help track visitation to your destination in response to a post.

Get more insights into working with influencers in our Guide to Influencer Marketing.

The post The Difference Among Travel Media appeared first on Travel Alliance Partnership.

The Finger Lakes Region of New York recently hosted bloggers for both Travel Media Showcase (TMS) and the Travel Bloggers Exchange (TBEX) when they brought their conferences to the western part of New York. We embarked on nine days of touring with seven travel bloggers around a destination. It was a truly eye-opening experience into the world of bloggers, how they work and what actually motivates them to care about and produce tourism blogs about a destination.

Read what you may about enticing a travel blogger or understanding what to ask for or expect from a travel blogger; nothing can replace an actual first-hand experience immersed in every facet of what inspires these unique journalists to write about your destination.

Here’s what I know for sure about ‘bloggers at work’ and how best to create an experience for them that will convert to a great blog for a destination.

Fearlessly independent

You’ll plan for them to zig and they will want to zag. That’s actually a really good thing.  No hand-holding for this group.  They’ll arrive at the attraction and immediately venture towards what appeals to them.  Don’t be offended.  After all, if it appeals to them in their own way, that’s how they’ll write about it and that’s how they’ve built their followers.  Give them space to seek out their own ‘twist.’  That independence is exactly why it is best to allow the blogger their own time and not group them with other bloggers.  Groupings can work with very similar bloggers but they are by far best suited to travel independently. Each of them has a unique angle and focus for their content.

Completely curious

They somehow, either by training or natural instinct, flesh out the little, hidden nuance at an attraction.  Bloggers and influencers are so totally conscious of what their followers are expecting of them that they will see things you might not see yourself as a destination marketer.  They ask questions- lots of questions, and always guide a conversation towards what their very specific interest is.  Be mindful of this, let your partners know this and the overall experience will prove fruitful for all.

Totally Technology Savvy

Their world revolves around that device in their hand – often-times two devices.  Bloggers know all aspects of that device and know how to maximize its potential and guard that device with their life.  They feed it with battery packs in various sizes and shapes and are forever looking for ‘juice.’  It is, after all, the tool of their trade.  Don’t be fooled though.  While it may appear that their total concentration is focused, looking down at that device, they are still engaged.  They are simply creating content and, in many cases, they are sending their thoughts about what they are seeing straight out into the world – real time.  Again, prepare yourself and your partners for this seemingly distracted guest.

Photos are King

While we all know how important a good image is in the world of destination marketing, the blogger will spend an inordinate amount of time ‘setting up’ a photo.  Stage a product so the light is just right, venture to the brink of the path to grab the right long shot, let the actual food go cold while positioning the plate and cutlery in a very specific manner and the list goes on.  Result – generally a magnificent shot worthy of any tourism publication or website- let alone tourism blogs.  The best news about all that patience when it comes to waiting for those photo-shoots?  The stellar photos they are likely to share with you and the absolutely great content they share about your destination or partner.

Time to absorb

Time management goes straight out the door with this group!  All that independence, curiosity, tech-time, and photo preparation leads to a schedule that only they can (and should) control.  When something interests them they simply need more time. They also don’t take kindly to rushing along- and who can blame them? They are often real-time sending out content to their followers and after all, that’s part of what we want. Do yourself and your partners a big favor and allow for plenty of time.

First-hand experience is always best and my experience with bloggers was like a ‘master-class’ in the education of hosting bloggers.

The post Inside A Blogger’s World appeared first on Travel Alliance Partnership.

Read our blog for a quick refresher on what a social media influencer is and how destinations can successfully work with them.

Influencers may reach out to your destination directly, come through a PR agency or state organization like I Love NY, be part of a FAM following a conference or show, or you may be interested in reaching out to them directly. No matter how an influencer comes across your desk, it is important to figure out whether it is worth spending your time and resources (or your partners’ resources) on hosting them. Here are 12 tips for vetting a social media influencer.

Questions to Ask Yourself:

1. Are they asking to be paid? This isn’t a deal breaker, but could be a red flag. First of all, many influencers are satisfied with trading an experience for their posts. Provide the monetary value of the trip you are offering: overnight accommodations, activities and experiences, food, and travel expenses. If they’re interested in negotiating payment, discuss the expectations and deliverables (see question 2). Make sure there’s something in it for your destination – such as rights to all of their photos and videos, or getting exclusivity on travel posts for six months. Whenever money is involved, write up a quick agreement to cover both parties.
2. What are their deliverables?  An influencer should have a general idea of what they will produce before, during and after the trip. During early discussions, find out what social media platforms they plan to post on and how often they will post (once a day, at every stop, etc.). Will they write a blog post on the destination, or pick out a few places they visited? Keep in mind, this may differ once they’re in your destination, but it’s important to know they’ve thought it through. Flexibility is important, as what they were thinking may change once they arrive.
3. How did you meet this influencer?  Did they come from a reputable source, such as a media event or through a media organization? Do you know other destinations or brands that have worked with them? For example, I Love NY does a good job of vetting influencers and bloggers that attend their media marketplaces. While you should still do your own research, it’s good to know others have checked them out as well.

Consider their Followers:

1. Quantity of followers. This is the first indication whether you want to spend your time and resources. However, we’ve said it before and we’ll say it again – a large audience is not automatically better than a small audience. There are a couple reasons why it’s actually a great idea to work with an influencer with a smaller audience:
   • Start developing relationships with influencers before they become popular, and they’ll continue to engage with your destination as their following grows.
   • If you have a specific product and they have a niche following, it’s like you’re talking directly to your target audience.
2. Quality of followers. The point of working with an influencer is to get to their following, so make sure they are reaching your target audience. Scroll through their followers to see who they are. If you’re hosting them for a family-friendly FAM or showing off your beautiful waterfalls, you will want their audience to consist of moms or outdoor-lovers, respectively. How many of their followers are brands, destinations or other travel influencers? (Common phrases in their handles may be: travel, traveler, nomad, wander, etc.) Do any seem like follower bots or fake accounts? These can be red flags. Don’t be afraid to ask where their followers come from. As Dalene Heck said, “…we can see they’ve got 20,000 Facebook fans, but 10,000 of them are from a third-world country, and unless that brand wants to market to that third-world country, those numbers are really kind of useless to that brand or destination.”
3. Engagement. It doesn’t matter the size of their audience if no one is engaging with their posts. Look at how many likes, comments, shares, retweets, etc. their posts get. The engagement should be proportional to the number of followers. For example, it’s not a good sign if they have 50,000 followers but their posts receive under 100 likes.

Consider their Posts:

1. Frequency of posts. How often do they post on their platforms? You want to host someone whose blog or social channel has momentum, not one that has been stagnant. Instagram influencers should post every couple of days, if not every day. Bloggers should post an article every couple of weeks (and share them across their platforms!).
2. Content of posts. What do they typically post about and does it align with your destination? If most of their Instagram posts are of beaches and your destination has no water, it’s probably not a good fit. When it comes to blog posts, what do they write about? Are they digging into a destination’s hidden gems such as the best biking trail to catch a sunset? Or do they simply share listicles of things to do or collages of photos with no context?
3. Quality of posts. Make sure their website or blog looks professional and well-maintained. Would you want these posts representing your destination? Spelling errors, incorrect grammar or poor photography are all turn-offs. Click on their social icons to make sure they are linked properly to their accounts. Although Instagram influencers are prevalent, not everyone has an eye for photography. Look for photos that are well-lit, well-balanced, in focus, and tell a story. How do they show off a destination? Do they take beautiful landscapes of state parks, up-close details of a farmer’s market, or is it always in the background of their selfie?

Red Flags to Avoid:

1. Spike in followers. Sadly, it’s common for some influencers to falsify their reach and following. A quick way to check is by searching their handle on Socialblade. A large jump in followers over a short period of time means they probably purchased them. Below, this Instagram influencer gained 20,000 followers in a six-month period. Take it from someone who runs Instagram accounts, it’s pretty hard to grow a large following that quickly.
2. Falsified engagement. You have to look beyond the number of likes or comments on a post to who is liking or commenting. Some Instagram influencers are part of “pods” – a group of Instagrammer friends that are obligated to engage with each other’s posts to make them look more popular. One quick way of telling- do all of the comments essentially say the same thing, with different emojis? Are the same seven people commenting on every photo? Does the person posting not interact with any comments? They’re most likely part of a pod.
3. Clickbait. Clickbait is still roaming rapid around the internet, so you can’t take photos or posts at face value. Pay attention to blogs with titles that over-promise, or captivating Instagram photos with captions that promote an influencer’s contest or referral code.

The post How to Vet a Social Media Influencer appeared first on Travel Alliance Partnership.

You didn’t really go on vacation if you didn’t post a picture of it on Instagram, right?

Your social media posts about your latest trip are doing more than inducing FOMO in all of your friends – they’re starting to inspire and influence the travel decisions of others. And since we all know that consumers trust recommendations from people over branded content, it makes sense that destinations are turning to travel influencers to help promote their assets.

Working with influencers may seem like uncharted territory, so I’ve provided some tips to help you get started.

First things first, what is a travel influencer? 

An individual who creates appealing content (blogs, videos, photos, etc.) that shows off destinations, dining and experiences, and shares it on various social media platforms in an authentic way.

Depending on the person, they may also identify themselves as a blogger, consultant, content creator, producer or travel personality, among others.

What to consider when working with travel influencers?

Tone. Skim their social media accounts to see how they speak in both sponsored and non-sponsored posts. Pay attention to how they describe other destinations and ask yourself these 3 questions:

1. Are they relatively positive?
2. Does their overall style and tone mesh with your brand?
3. Would you want this person showing off your destination? They would be representing you, so make sure they would do it well.

Quality over quantity. Don’t get stuck on the number of followers they have. Instead, look to see how many people are engaging with their posts, and if the influencer is responding to questions and comments. Look at who their audience is, and see if it matches your target audience. Smaller influencers with high engagement levels that fit your niche will be more beneficial to you than an influencer with a broad following, but little engagement.

Compensation. Are they looking for financial assistance? This may range from covering meals, accommodations or travel, to paying for a certain number of posts. Find out what they will deliver and if you will get the rights to the content, then consider if their ask seems reasonable. Remember, they’re providing a service and value for your destination. Think about the price tag you usually put on content creation.

Tips to working with travel influencers

Set expectations. This is important for both sides of the equation. Before partnering with influencers, find out what they are expecting from you and your destination before, during and after their visit. Make sure they are interested in the assets and activities your destination has to offer before committing to a trip.

Help them help you. Find out what they need from you. Do they want you to plan an itinerary with scheduled stops? Or do they want a list of suggested stops that they’ll visit in their own time and order? Provide additional information to help them craft their posts with interesting (and accurate!) facts.

Open understanding. Although social media may just be a hobby for you, it is part of a travel influencer’s job. Understand and respect how much time goes into crafting quality content. That may mean that they’ll need downtime during their visit to develop posts, so ask them about their work schedule before developing an itinerary.

Develop a story. Choose stops that fit the overall feel of their social pages. Posts won’t seem genuine if they don’t fit. Find an angle and tailor their trip. Whenever possible, provide VIP experiences that provide an insiders feel or give them access to the best views.

Amplify the message. If an influencer is creating great content, make sure to share it! By promoting or engaging with their post, you’re furthering the message and reach. And you’re providing an easy way for their followers to find (and follow!) your destination’s account.

But don’t stop the support once they leave. A travel influencer is more likely to become a long-term advocate if you continue to engage with them even after their visit.

The post A DMO’s Guide to Understanding Travel Influencers appeared first on Travel Alliance Partnership.