While the terms Blogger and Influencer are frequently used interchangeably, they really shouldn’t be. Many Bloggers are Influencers, but not all Influencers are Bloggers. Some Bloggers do manage to become Influencers through their writing, but Influencers don’t have to have a blog. As a general rule, if you only know someone by the name of their website but you can’t recall their full name, they are a Blogger - not an Influencer.
Of Course there are Bloggers and Influencers for all different industries.
Let’s use travel as an example.
As of this post, the travel industry has been significantly impacted on the account of the global pandemic and travel restrictions. We are all dreaming of taking exotic vacations again and living vicariously through memories and posts online. In the United States travel has just changed from global trips to road trips and staycations. We still turn to Influencers and Bloggers for all our needs from luggage, coolers, resorts, places that are pet-friendly and much more.
Travel Bloggers are paid to create valuable content for different brands in various locations, primarily by posting on their own website. Blogs have always been used to share a personal point of view. A successful Blogger must be extremely observant, document the trip thoroughly, and be willing to spend hours in a single location just to get one amazing photograph. They give their readers useful information, entertain followers, and have an authentic voice.
What to Look for in a Travel Blogger
Travel blogging is a skill that can take many years to perfect. Good Travel Bloggers:
- Understand the travel brand’s values and voice. Every travel brand has its own mission statement and unique voice. The best Travel Bloggers respect and acknowledge this brand voice from the very beginning.
- Are flexible, responsive, and accommodating. In the travel industry, last minute offers for trips are common, so a good Blogger must be flexible. Travel brands have enough to worry about without having to deal with unresponsive writers. A competent Blogger will always remain polite, professional, and humble.
- Have personal experience with the destinations they are writing about. It’s always best to hear from someone who has experienced a location first-hand. Travel Bloggers should take the time to learn about the history and significance of the places they visit. They should know how much it costs, how to get there, and what to do once you arrive. Travel brands want Bloggers who know how to draw upon their personal experiences in order to excite and inspire their audience.
- Love what they do. Successful Travel Bloggers must fully love and believe in the topics they cover. They think long-term, and they are passionate about visiting, photographing, and immersing themselves in new places.
While Bloggers curate editorial travel content through a personal viewpoint, social media Influencers promote their lifestyle and demonstrate how travel fits into it. Influencers have large social followings, and they often use a single platform - such as Instagram - as their primary social medium. They are niche market celebrities and trendsetters, and their brand is their life.
Why You Need Travel Influencers
Many brands are now scrambling to partner with Influencers in order to boost their credibility and show their human side. In fact, according to a Twitter survey, 49 percent of consumers reported that they rely on Influencers when making purchasing decisions. Influencers provide companies with new lines of communication, allowing them to reach smaller, highly targeted groups. Well-partnered Influencers give brands a deeper relationship with consumers, creating a level of communication, trust, and credibility that leads to a buying decision. A good Influencer:
- Is aligned with your existing brand voice and values. The number one rule of Influencer marketing is to choose an Influencer who has a following that makes him a good fit for the brand.
- Is authentic. People know when they’re being fed advertising, and that’s a big turnoff for many of us. An effective Influencer will build trust by telling the truth.
- Is a trendsetter. Influencers guide their fans through exciting new journeys, introducing them to exotic destinations and culinary delights they might otherwise never have the opportunity to experience.
- Is an effective promoter. Spending a lot of money on advertising might generate attention, but that won’t necessarily convert into a purchasing decision. Working with Influencers will give you a big audience reach while maintaining a personal connection.
From exploring new locales to booking destinations and sharing memories, social media has quickly become a critical component of modern travel. Regardless of whether someone is a Blogger or an Influencer, the fundamental principles of business and marketing don’t change. Members of your audience wish to connect with someone they can relate to. They want to hear a meaningful story, be entertained, and feel like they’re part of something bigger than themselves.
If you have any question about this or about other marketing and social media struggles, schedule a free consultation (no strings attached).