INFLUENCERS A NEW FORM OF MARKETING

But what exactly is “influencer marketing”, I hear you ask?

Well, it’s the grey territory between an official review and a subtle product mention, which is done almost in passing.

Can these influencers have an impact in helping to convince someone to travel and visit a particular destination, resort, restaurant or attraction?

Are the words and pictures that they share a true reflection of the experience that was had, or is it a false truth showcased so we the “followers” only see the positives and not the negatives?

The new wave of reviews being undertaken these days seem to be across social media platforms rather than the traditional means of print journalism, and this is where a huge grey area exists.

Bloggers or v-loggers who call themselves influencers have helped create a situation where we need to take their reviews with some scepticism.

Was that holiday they were on sponsored by the hotel and restaurant, or did they pay for it out of their own pocket? Who paid for the holiday will, I believe, influence how the experience is portrayed.

The influencers doing the review has an obligation to present the restaurant, hotel or attraction in the best possible light if said restaurant, hotel or attraction has sponsored that person to be there.

Yes, these influencers can have an amazing impact on the promotion for travel, but we need to be wary of their reviews and recommendations.

In 2018 these sorts of collaborations between big brands and influencers are only set to increase. So much so that if influencer marketing is the beginning, then what’s next is the shift from social media to social marketplaces.