In today’s digital age, social media influencers have become powerful voices that can greatly impact consumer behaviour.
NB: This is an article from Cogwheel Marketing, one of our Expert Partners
For businesses in the hotel industry, partnering with influencers can be an effective strategy to enhance brand exposure, engage with potential customers, and create compelling content. However, before diving into any collaborations, it is essential to ensure that your social media channels are in top shape to maximize the success of your influencer partnerships.
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In this article, we will explore the key considerations and steps for working with influencers.
Align with Brand Standards
Maintaining consistency in your brand messaging and visual identity is paramount. When working with influencers, make sure their content aligns with your brand standards. Review their previous collaborations to assess whether their style and values align with your hotel’s image. Look for influencers whose content and values resonate with your target audience. A strong brand alignment will help you attract the right audience and ensure that your partnership delivers the desired results.
Ask the Right Questions
When an influencer approaches your hotel for collaboration, it’s essential to gather relevant information to determine whether they are a good fit. Here are some key questions to ask:
Demographics: Inquire about the influencer’s audience demographics, including their geographical location, age group, and interests. This information will help you assess if their followers align with your target market.
Engagement: Understand the level of engagement their posts generate. Ask for insights into the number of likes, comments, and shares they typically receive. This will provide an indication of their audience’s interest and involvement.
Previous Partnerships: Inquire about their prior collaborations with hotels or hospitality brands. Ask for success stories and results achieved in those partnerships. This will help you gauge their level of professionalism and their ability to deliver positive outcomes.
Define Partnership Goals
- Clearly define your objectives for the influencer partnership. Determine what you want to achieve—whether it’s increased brand exposure, higher engagement, or quality content creation. Ensure you have a clear social media plan developed for your hotel to share with your influencer.
- To ensure that the content created by influencers is in line with your brand, it is crucial to provide them with clear directions and guidelines. One effective practice is to create an “inspiration board” that visually showcases the desired mood and storytelling elements that represent your brand. This allows influencers to better understand your brand’s aesthetic and messaging, resulting in content that is in line with your brand’s identity. By offering specific guidance, you can ensure that the content created by influencers accurately reflects your brand identity.
- Communicate your expectations and goals to the influencer to ensure they understand your desired outcomes. This will help them tailor their content and strategies accordingly, leading to more effective collaboration.
