Social Influencers Facing Skepticism

Influencer marketing was once a popular go-to resource for travel brands and tourism bureaus. During its infancy, influencer marketing was considered an authentic way to build brand identity and cut through the online noise. But it turns out even large followings soaring past 100,000 followers aren’t that influential. According to a survey by Stackla, 60 percent say content from friends and family influence purchases, with only 23 percent reporting celebrities and influencers are impactful. The survey also found users simply don’t see influencer and celebrity recommendations as authentic.

Travel influencers are starting to feel the wrath of brands and hotels now closing the door on partnerships that might include free accommodations and paid campaigns. Philippines beach club owner Gianluca Casaccia recently took to social media to admonish influencers for asking for freebies from food to accommodations. The travel industry also learned the hard way that big social media followings without a niche or engaged followers fall flat on ROI. And, in some cases, social media superstars buy followers and pay for engagement to make their influence appear more robust than it really is.

Tourism brands and travelers alike should tread lightly when putting their trust in influencers. Look for influencers with specific, tight niches that aren’t exclusively sharing paid posts, ads and slick photo spreads. Relying on your own network for where to stay, and who to trust, can also prove more reliable than looking to who has the most Instagram followers.