By Vânia Gracio, Founder and CEO | Sing Comunicação de Resultados, Brazil | firstname.lastname@example.org
Much has already been said about the power of social media and its influencers, so it's been increasingly consolidated as a powerful marketing tool for brands, not only a mere entertainment mechanism.
Followers are inspired by the way influencers dress, their attitudes and the products they consume. In terms of travel, these influencers have immeasurable power, and here at Sing Comunicação, we have already been able to prove that power in a variety of ways.
Just one example, along with KAYAK we created an award to recognize the major Brazilian travel influencers, divided into several categories with a charming trophy and prizes. The result was great for the brand with several spontaneous mentions, which ensured greater visibility and recognition.
Another example comes from a travel company that we helped to launch in the Brazilian market a few years ago. They accepted our recommendation and held a press trip to Gramado city only for influencers. We believe that the most important thing for a brand is talking directly to its audience, even if they are a micro influencer.
Explaining to customers that traditional marketing is no longer the only way to talk to their audiences is a task for communication agencies. They are fundamental in the dissemination of the brands key messages for potential consumers, who often "follow" digital influencers opinions and references.
Expertise is everything
It is no use barking up the wrong tree. It is important to know the influencers view, follow their posts to evaluate how they engage their followers - based on expertise (many are specialists, mainly in the travel industry, who have experiences to tell their stories), charisma (having a good mood makes a difference) or even lifestyle – after all, being a travel influencer may require certain investment. In short, some of them have luxurious lives, and this generates aspirations.
Holding meetings and conference calls for alignment is critical for the strategy to be developed. During these discussions it's possible to promote empathy - or not - with a certain influencer. That is the icing on the cake! The brand needs to identify synergy so that the results are positive.
Continuity is also essential. It's no use thinking that you will engage people with a single post. It is necessary to have continuous work, beautiful images and videos, in addition to high quality content so that the followers identify themselves with it.
Listening to the influencers opinion and not just imposing the brands wishes is also important. No one knows their audience better than they do. After all, followers are inspired by the way they dress, their attitudes, the products they consume and the trips they make, etc.
After everything that has been said here, plan and evaluate investments. Listen to your agency and align yourself closely with who you will choose to take action before hiring influencers. Thus, you will avoid frustration and achieve positive and lasting results.
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Tribe Global is a network of over 30 independent agencies and business Partners working together with an overwhelming passion for solving client challenges creatively, with a commercial imperative. Travelations are for travel marketers seeking global perspective, actionable insights and business advantage. For more Travelations and examples of our deep Tribal travel/tourism experience, find us at tribeglobal.net.