Instagram, TikTok, Facebook, Youtube, Pinterest and LinkedIn are all platforms that have appeared over the last few decades and are now indispensable for promotional activities. Destinations, hotel operators and restaurants can no longer ignore these networks in the era of 100% digital. While some actors decide to entrust this task to their internal teams, others choose to call upon influencers who know the workings of social networks perfectly. With the multiplication of platforms and travel influencers, what does the future hold for influencer marketing in the tourism and hospitality sectors?
The power of influence marketing
Marketing has evolved over the last few years thanks to the rise of the Internet and, subsequently, social networks. The promotion of a product or a service is now inseparable from these new channels that allow to acquire an increased visibility to a large audience. According to the Kolsquare agency, 4 billion people on the planet use social networks for about two and a half hours a day. In France alone, there are 60.92 million internet users, i.e. 93% of the population.
These staggering figures clearly demonstrate the importance of social media in our society. Although the younger generations are in the majority on these platforms, most of them having been born with them, hence the nickname "digital natives", this phenomenon now affects all generations, with a growing number of seniors.
Not all internet users are equally sensitive to influence marketing, which is widespread on social networks, but this market will be worth 16.4 billion dollars in 2022, 20 times more than in 2015 according to Statista.
Moreover, 90% of respondents to an AFFDE study believe that influencer marketing is effective and 94% of Internet users say that a positive opinion encourages them to consume. While influencer campaigns dropped sharply at the beginning of the health crisis, they are now more numerous than ever, particularly in the tourism sector, to support the recovery of tourism.
While influencer marketing is a powerful tool, it is important to know how to use it correctly to get the most out of it. In particular, it is essential to follow trends and adapt them to your destination or property in order to maximise the impact in terms of views and likes. But above all, it is important to keep in mind that this type of content must make people...
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