Tagger by Sprout Social, the worldwide know-how chief in making influencer advertising and marketing extra clever, in the present day releases its 2023 Travel Influencer Marketing Index. The report identifies essential traits for journey manufacturers as they proceed to refine and optimize advertising and marketing campaigns, specializing in the content material, influencers and types performing finest.
Leveraging Tagger’s social intelligence engine, Signals, the report seems to be at traits and insights from the primary three quarters of 2023. As the journey sector has been a long-time adopter of influencer advertising and marketing to realize traction with key audiences, the report reveals what content material sorts and platforms drive one of the best outcomes in the present day and the rise of nano-influencers.
“Influencers current the right alternative for journey manufacturers to share participating content material with followers, inspiring audiences to journey to distinctive locations, obtain useful apps, and buy journey gear,” mentioned Dave Dickman, Head of Global Sales and Services, Influencer Marketing. “This newest Index proves that influencer advertising and marketing is vital for achievement, however content material very clearly issues greater than ever. Like different industries, video is important to drive efficiency and engagement throughout platforms.”
“At Madden, information drives our influencer technique, permitting us to extend engagement and shift with the altering social traits,” mentioned Nicole McElroy, Media Strategist at Madden Media. “The Tagger Travel Index affords us the chance to construct higher relationships with content material creators and types that align with shopper technique and vacation spot experiences.”
The Travel Influencer Marketing Index reveals 1.26 million travel-related posts from nearly 55,000 influencers. Here are some key takeaways from the information:
Smaller-Sized Creators Offer Big Benefits: Nano-influencers (< 5K followers) see probably the most engagement from their viewers, with an engagement fee of 4.32%, adopted by micro-influencers (5K – 25K followers) at 2.52%.
Platform Pivot: While Instagram continues to see the most important variety of posts at over 1 million, we count on TikTok will proceed to realize traction for journey manufacturers with its excessive engagement fee of three.43%.
Everyone Loves Travel: When taking a look at who’s participating with posts, we see that each men and women are eager about travel-related content material. And whereas the United States has the most important engaged viewers in comparison with different nations, we see a extra numerous checklist of cities globally eager about all issues journey.
“Amplifying our locations’ core messages by way of the lens of trusted content material creators presents audiences real-life experiences and distinctive tales whereas inspiring journey,” mentioned Josh Johnson, Creative Strategist at Madden Media. “In flip, our locations are in a position to leverage this charming content material to drive bigger model initiatives by way of holistic advertising and marketing campaigns that ship resonating scroll-stopping outcomes for our shoppers.”