Why My Influencer Trip Sucked & How Brands Can Do It BetterDecember 14, 2016
Deliverables, photos, images, reach, impressions, likes and comments—these words sit at the heart of every ‘influencer’ brief. However, they’re not on the top of every influencers mind. Why? Because it only represents what a brand wants… but what about what an influencer wants?
Partnering with influencers shouldn’t be transactional. It should be a creative partnership. From experience I can say the best results always come from working with brands that share my vision of the influencer.
With three influencer trips undertaken out of a total of five requests in under eight months, and more lined up down the road—here are my insights into ‘what not to do’ and ‘what to do’ when hosting a trip with and for social media influencers.
Throughout the 4 days that I was in Queenstown, the only access that I had to the internet was back in our hotel rooms. A major mistake any brand can make during a trip is to not give influencers a direct connection to their audience. This is a missed opportunity for brands to be a part of their influencers audiences. Furthermore missing out on participating in other social mediums such as Instagram stories, Snapchats, and Facebook Live even if they aren’t expected deliverables.
While holiday experiences and tourist activities may seem fantastic for influencers, brands need to be mindful whether these experiences are providing influencers with the adequate access to create content. Setting deliverables and not providing an itinerary that empowers influencers to consistently create content puts pressure on them to hit their KPI’s.
For the NZ trip, day one included half a day of bike riding and a visit to the first bungy jumping centre in Queenstown. For a trip where luxury travellers, lifestyle bloggers, and travel photographers were invited, these activities weren’t aligned with their content due to the nature of their audience and content—for a travel blogger/reviewer perhaps, but certainly not for a luxe traveller.
An alternative deliverable to these experiences is to leverage the social media influencers various channels such as Snapchat—they can create moments and stories to share (granted there’s internet access). Brands have to consider what types of content will be available to create on what channel when building itineraries.
With the nature of having ‘young talent’ on-board campaigns, minor details like deliverables, hashtags, profile tags, and mentions can be forgotten quite easily when it is time to post. A small (printed) information pack should be provided containing all information that assists the influencers in posting/sharing their content.
Having a small allowance for the duration is vital. An allowance allows an influencer to be more involved with the experience. Whether it be to try a new experience or splurge on unique cultural items, it helps the influencer create an extra layer of content. In addition it helps the influencer feel valued knowing that a brand is assisting them with the creation of their content for their audience.
Featured image: @fluffpiece