Instagram has now hit 1 billion monthly users. 92% of consumers say that they trust earned media above all other forms of advertising. It is clear that now is the time to get involved with travel influencers.
This form of marketing begins with the influencer and venue choosing to collaborate. The influencer then posts about their experience with the venue to their engaged and active followers. By documenting their personal experience, the influencer is posting about the venue in an authentic way, similar to telling a story. This tactic takes the traditional form of word-of-mouth recommendations and amplifies it on a larger, digital scale. It is now easier than ever to communicate with your desired audience.
Why micro-influencers are more effective
Don’t fall into the trap that so many naive properties do. ROI is what matters not follower size. An influencer with 20,000 engaged and loyal followers who are in the target market of a property are proven to generate a higher ROI than an influencer with 750,000 completely and utterly irrelevant followers who have zero ability to or interest in going to a particular property or destination.
Moral of the story: you shouldn’t just work with anyone who approaches your property. It is important to work with pre-vetted influencers who produce high-quality, authentic content who are micro-influencers.
Micro-influencers typically have under 100,000 followers. However, despite accessing fewer people, micro-influencer marketing often offers a higher ROI than macro-influencers because these followers are more relevant. This is because the more followers a person has, the worse their engagement ratio between likes and followers becomes. With this in mind, micro-influencers in the 10k-100k follower range are best for achieving both engagement and reach in your target market.
Achieve high levels of ROI in the most cost-effective way
For starters, micro-influencer marketing is far more affordable. Previously, smaller, independent venues have been unable to get involved with the big advertising campaigns that larger chains use. Macro-influencers with over a million followers reportedly charge $50,000+ for posts. This is simply not viable for smaller independent hotels and businesses. It’s also unlikely that you’ll be able to entice macro influencers with 250,000 + real followers to your property for a collaboration stay without offering something special. This is especially the case if you’re not paying for them to visit your property, which most do not.
However, influencer marketing delivers 11x higher ROI than traditional forms of digital marketing. This demonstrates that the influencer tactic is incredibly effective and a worthy investment. Yet how can smaller businesses get involved without blowing all their marketing budget on a single post?
With micro-influencer marketing, the answer is finally here. It means that even the smallest of properties can get involved with the influencer trend. Micro-influencers often work for far cheaper rates; the perfect solution for smaller or independent venues.
Furthermore, micro-influencer marketing can be so cost-effective that it is often cheaper to use multiple micro-influencers as opposed to splashing out on one macro-influencer. You continue to get all the benefits from micro-influencers, such as a loyal audience and high engagement rates, but you can also access even more potential customers.
Micro-influencer marketing is both relevant and engaging
Alongside being affordable, micro-influencers are typically seen as more trustworthy by their followers. This is for two main reasons.
Firstly, micro-influencers are more likely to have a niche following, which ideally matches your target audience. For example, one micro-influencer may centre their brand around being a father to four children. This influencer loves travelling and is committed to finding affordable accommodation. He is open and honest with his followers about his experiences, and they trust his opinion. It would be beneficial for a hotel marketed towards families on a budget to use him. Hotel recommendations from him seem far more authentic than from a reality television star with millions of followers and promotions for lots of random products.
Secondly, for most micro-influencers, their communication levels with their audiences are higher. As they have fewer followers, there is more opportunity for them to spend time replying to their comments and developing a personal relationship with their audience.
As such, 82% of people are more likely to follow recommendations made by micro-influencers. This is due to the fact that their followers develop a sense of loyalty to the influencer. They avidly follow the micro-influencers life and their travels, and have an active interest in their opinions.
A collaboration with such an influencer is, therefore, a fantastic marketing opportunity for hotels. You will be accessing an already engaged audience with a pre-assumed interest in travelling. Micro-influencer marketing means it is now easier than ever to advertise to your target market in an authentic and affordable way.
Develop a mutually beneficial relationship between brand and influencer
However, collaborating with an influencer for a one-off post is not necessarily the best way to do micro-influencer marketing. It works best if the influencer posts about your venue over a period of time.
You are far more likely to be able to build a relationship with a micro-influencer in this way. In so doing, you become a familiar presence to their following. As a result, the influencer will be building up interest in your venue over a period of time. It also adds to the authenticity of what they are posting, and there is more opportunity for them to show off all your wonderfully individual features. When a follower next looks for somewhere to stay, your hotel will pop straight into their head.
Find the perfect accounts for you
The most important part of micro-influencer marketing is finding someone who suits you and your brand’s values. This can be challenging, time-consuming, and there are a number of precautions to take. Firstly, you want to avoid accounts with fake followers. Advertising to bots is pointless, and being exposed for using fake followers can negatively impact your brand. However, Swayy will take care of this for you, using their hassle-free fake follower detection tool.
Secondly, Swayy understands the need for an influencer who is both reliable and professional in their approach. As a result, following any collaboration, Swayy influencers are rated and reviewed, using a similar system to Airbnb and Uber. This provides venues with reassurance that the influencers they are using are worthy investments who will produce positive results.
Stand out from the crowd with micro-influencer marketing
Today, adverts are everywhere. In fact, a predicted 30% of internet users have turned to ad blocking services. It is clear that people are becoming increasingly fed up with static adverts that shout information at them. As a result, marketers have to think outside the box. And this is where micro-influencer marketing comes in.
It is affordable, effective, and a great way to engage with potential customers. Furthermore, with Swayy, it is now easier than ever to find, book, and maintain relationships with pre-vetted digital Influencers in a simple, transparent, closed-loop process. Micro-influencer marketing means that even the smallest of venues can compete with larger chains. The influencer industry is rapidly on the rise. Now is the time for venues to jump onboard.
Interest in working with high quality, pre-vetted influencers? Click here to find out how Swayy can help you.
Or give us a call: +442038088385.
By Amelia de Normann