Micro-influencers and Influencer Marketing
Seriously, micro-influencers will help supercharge your next travel campaign and bring you measurable results.
There are many ways influencers can grow your brand like these here.
Influencer marketing is becoming apart of many small business’s social media strategies and by 2020 the influencer market is estimated to be worth $10 billion.
It’s a low cost tool for small businesses and
nowadays, consumer trust their peers before they will trust a brand.
According to Paradot, a Sales Force company, 59% of consumers say that the authenticity of a brand’s content influences them to follow the brand.
So, what makes a brand authentic? Well, the short answer is finding the RIGHT TYPE of influencers to carry the brand’s message.
Who are Micro-influencers?
First, micro-influencers have a specific niche audience. However, their audience isn’t necessarily defined.
For instance, a micro-influencer’s audience can range from 1000-100,000 followers across social media platforms.
Furthermore, these influencers are experts in their fields and have higher engagement with their audience.
Equally important, engagement levels drop as follower count increases.
In fact, Micro-influencers with 1000 followers get 4% more engagement than influencers with 10,000 followers.
These influencers also have a community built upon trust. In fact, their audience is deeply connected on the suggestions of a micro-influencer.
How to Supercharge Your Travel Campaign
Your small travel company should consider using micro-influencers in your next travel campaign.
For the purpose of this blog post, I will present a hypothetical travel campaign.
First, let’s assume Travel company, Wanderlust, just landed Visit Orlando and Universal Studios as a client.
Universal and Visit Orlando are working with Wanderlust to promote the new roller coaster ride opening later this year.
Furthermore, the goal is to create excitement and increase online ticket for on opening day.
Lastly, Wanderlust decides to partner with a few micro-influencers in this travel campaign to get the conversation rolling.
Why Should Your Travel Campaign Consider Micro-influencers
According to a study done by Experticity, 82% of consumers are likely to act on a micro-influencer’s suggestion.
Also, according to the Edelman Trust Barometer, recommendations from peers affect purchasing decisions.
Therefore, micro-influencer marketing is easily measured, and campaign success can be tracked.
How to Find the Right Influencers
There are many social media tools available to find the right micro-influencer.
First, I suggest Buzz Sumo or Buzzstream. Both platforms have free options but, the monthly payments are affordable and offer advanced features.
These social media tools can help find the perfect influencer for your travel campaign by using keywords or setting filters of KPIs.
Supercharging the Campaign, an Example
Wanderlust reaches out to 10 micro-influencers who already have target audience Universal and Visit Orlando are looking to reach in this campaign.
It’s best to work with more than one micro-influencer in travel campaigns to increase reach. These influencers live in Florida and are Harry Potter fan bloggers.
They blog about all things Harry Potter from travel locations to the latest fan art. Each influencer has around 5000-20,000 followers each.
First, the influencers are contacted and walked through the expectations of the campaign to make sure it is a perfect match.
Then, the conversation starts! Micro-influencers will talk up the new theme park ride and take their audience behind the scenes before the park opens.
Next, they will engage with their audience through polls on their IG stories and questions on Twitter.
Finally, influencers will share “swipe up links” to Universal’s online ticket website. In this case, the audience can easily be the first ones to get their hands on the tickets for opening day.
Keep in mind, it’s best to provide each influencer a special tracking link. With a tracking link, all website traffic is tracked to see how many people are coming from the micro-influencer’s audience.
Real World Example: Travel Mindset
Ok, so we get how the rest of the story goes but, just in case you need a real life example, check out Travel Mindset . They used micro-influencers to promote their recent travel campaign here . Lastly, take a look at their results.
Benefits of the Campaign
The benefits of this example campaign with
Wanderlust, or with the Travel Mindset campaign are:
- Better engagement
- Niche targeting
- Consumer trust
- Cost effectiveness
Will You Use Micro-influencers in Your Next Travel Campaign?
Micro-influencers are the perfect
attribute to a social media campaign. Influencer marketing helps create
consumer trust through partnering with influencers who share the same interests
as the brand’s objective.
Let’s discuss in the comments down below
your favorite benefit of using micro-influencers in your travel campaigns. Any
success stories? Share them below as well!
Category: Social Media Marketing 201