tHe Pros aNd CoNs or WorkiNg WitH iNflueNCers
( contInUEd FRom PAgE 54 )
Campaigns are structured around a single person or multiple people who have a large following online and who have direct influence over their following .
Brands use influencer marketing to reach Gens X , Y and Z because these generations live online and trust influencers over traditional advertising . Most brands ’ influencer campaigns involve one or a few of the following : l Sponsored social posts that include hashtags and the required Federal Trade Commission ( FTC ) paid partnership tag . l Experiential marketing , like free trips , experiences or products l Sponsored blog content or articles
The Pros to Working with Influencers It ’ s all about the buzz and awareness , baby ! Influencers can shift a brand from obscurity into the spotlight . By working with an influencer , brands can grow their following , engagement , and connection with a demographic that may have been previously out-of-reach .
Big brands work with influencers to shift brand perception , target new consumer groups , change the conversation and provide engaging content for their consumers . 89.6 percent of fashion , luxury and cosmetics professionals confirmed that the activities they carried out with influencers effectively generated brand awareness ; 73 percent said that influencers were effective in building customer loyalty . So , there ’ s a trust factor to working with influencers — selling products and services to consumers is more effective when done by a trusted figure .
Fashion , beauty and luxury have also claimed boosted sales after sponsoring influencers — 69 percent of that same group of professionals said influencer marketing was effective at driving sales . These brands use product gifting and sampling as their main tactic when engaging influencers — 98.5 percent of these brands use this method because product launches are the leading scenario for which they implement influencer campaigns .
The travel , tourism and hospitality industries have been using this tactic with journalists for years . When it comes to travel , there ’ s nothing like a great photo or video to instantly draw in a potential guest . Influencers who post about experiences can have an immediate impact on brand awareness , purchase interest and , ultimately , sales .
Airbnb has used social media since its inception and claims that it has driven its success . Influencers are now a huge part of its social marketing and advertising strategy .
“ Influencers are used in marketing generally to endorse and legitimize a brand ,” Airbnb ’ s CMO Jonathan Mildenhall says . Airbnb ’ s latest major influencer campaign featured Lady Gaga and garnered over 500,000 likes and 4,000 comments . “ The impact is phenomenal , because people are interested in the lifestyle of these influencers ,” says Mildenhall .
Travel and hospitality brands and destination marketing organizations
56 PULSE ■ August 2018