Influencers have changed the face of PR campaigns over the past few years. Where once brands used celebrities to promote their products, social media influencers are now becoming increasingly important as they often have a closer connection to their audiences. These individuals could be bloggers, or vloggers who have a loyal following across various platforms.
It’s important to chose the right influencer for your campaign, that matches your brand values, and whose followers you could see as potential customers.
For travel companies and hotels on smaller budgets, micro-influencers, who have a smaller number of followers are also worth considering to reach niche audiences as engagement is often better. This has been proven in a recent study which shows that influencers with less than 1,000 followers typically have a “like” rate close to 8%, while those with 1,000 to 10,000 followers have a “like” rate of 4%
The trend continues as follower count rises: Influencers with 10,000 to 100,000 followers showed a 2.37% “like” rate, while those with 1 million to 10 million followers had a “like” rate of 1.66%. Comment rates followed a similar pattern.
So rather than pay one influencer £5,000, companies could pay ten micro influencers £100, save £4,000 and receive better engagement rates.