Instagram Influencers are growing in popularity. They can be cost-effective, authentic, and reliable sources of advertisement. That said, they have also been subject to backlash. Brands and venues associate them with being self-righteous, on the hunt for freebies, and using fake followers. When done properly, Influencers can be a hugely valuable tool for hotel digital marketing. However, it is important that brands don’t just work with anyone who approaches them.
The Instagram Influencer Backlash
Hotel marketing managers have recently been expressing annoyance at the inundation of requests they receive from Instagram Influencers. One five-star resort in the Maldives says they receive at least six requests from self-described Influencers every day. However, only 10% of these are worth looking into.
Often these requests for collaboration are unprofessional and uninformative. They require the brand or venue to put their own time and effort into choosing the best people. However, 48% of users turn to Instagram when planning a vacation and over 140 million U.S. adults are expected to research a trip online in 2018. Therefore, it is important not to ignore the importance of hotel digital PR and a social media presence.
Some of the issue with Instagram Influencers are:
- Accounts with fake followers
- Being inundated with collaboration requests
- Lack of control over what is posted
- Difficulty in measuring the success of your campaign
Swayy offers a solution to it all.
The Battle Against Fake Followers
Influencers who purchase fake followers negatively impact the entire industry. When exposed, the trusting relationship that exists between both Influencer and followers, and Influencer and brand is broken. No brand wants to invest time into creating a marketing strategy that mostly bots will see.
Instagram Influencer accounts are scanned using Swayy’s Influencer software. This detects fake followers and separates hardworking and genuine Influencers from the crowd. If you are an Influencer who has worked to build an active following, this associates you with the most respectable and authentic accounts. If you are a brand or venue, you gain access to the database of honest and legitimate profiles.
For more information on why businesses avoid Influencers with fake followers check out our earlier blog post on this subject.
Streamline Your Collaboration Requests
Many marketing managers simply do not have time to investigate every Instagram Influencer who requests to work with them. Meanwhile, demands for free meals, free hotel stays, and other luxuries seem rude. As a result, the effort of it all can seem to outweigh the benefits.
However, Swayy offers to do all the hard work for you. As an Influencer, you have the opportunity to respond to adverts on the Swayy dashboard that suit you. Details of the collaboration expectations will already be available, and you avoid wasting time contacting brands not interested in your work.
As a brand, pre-vetted Swayy Influencers respond directly to your advert. From there, you select your Influencer from our reliable database. You can ensure that they are relevant to your company and your values. Using the Swayy tool, it takes approximately 45 seconds to evaluate an Influencer who’s applied. The time Swayy saves you is invaluable and allows you to ignore all spam emails.
A Digital Marketing Strategy that Works for You
Travel Influencers are becoming an increasingly vital tool for hotel marketing and establishing your company’s presence online. 94% of marketers believe the ‘influencer tactic’ to be effective, whilst it also delivers 11x higher return-on-investment (ROI) than traditional forms of digital marketing.
The statistics are in favour of using Instagram Influencers as part of your marketing strategy. However, Swayy understands the need to find someone who will work well with you to create authentic and appealing content.
Not only are Swayy Influencers pre-vetted for quality control, but hotels also have the opportunity to set out a list of ‘dos and don’ts’ for their Influencer. You remain in control throughout the process of each campaign, and then have the opportunity to review your Influencer on a five-star scale, just like Uber or Airbnb. This allows you to avoid working with entitled or lazy self-titled Influencers who don’t have a legitimate interest in providing the best service for you.
Your Success in Numbers
Using Instagram Influencers allows for targeted hotel marketing. They publish content to their already established following, all of whom have an interest in travel. It costs a fraction of the price of a billboard on Piccadilly and your campaign will target a far more relevant audience.
These benefits are self-explanatory, but on top of this, Swayy offers downloadable reports to assist you with measuring ROI. You can use these numbers to maximise the benefits for your company and improve marketing strategies.
The ability to access an Influencer’s following from the perspective of someone they trust is a worthy investment and quite possibly the future of hotel digital PR. Self-professed ‘Instagram Influencers’ may be facing backlash. However, Swayy provides an easy route for both companies and reliable Influencers to come to arrangements that benefit both parties.
By Amelia de Normann