Influencer is a
term applied to virtually every social media platform one can imagine. It is
massively popular these days and an influencer would typically have amassed a
following of other users who value their opinion and content. They make it
possible for influencer marketing to be the go-to way for businesses all around
the globe to reach their target demographics. With the Covid-19 outbreak, the
importance of influencer culture has become more evident.
Influencer marketing is a billion-dollar industry fueled by the jet-setting and
exotic locations influencers portray online. This niche-driven industry
features travel influencers most of the time because that is
one of the most followed niches even before this pandemic.
But just as air travel came to a grinding halt, how do travel influencers
survive in the industry when relatability and relevance are critical in their
field?
How Covid-19 changes ‘travel influencing’
When Covid-19 first broke, there was concern about whether or not influencers
would still be able to produce content while on lockdown. This concern was
stronger for travel- specific influencers whose ability to bring fresh content
to their audience relies on being able to "conquer the world."
Creating content
has been a bit challenging since the lockdown but travel influencers just have
to mix in a bit of creativity to thrive in their chosen field. While some had
shifted to other relevant topics such as mental health awareness and general
health, new business ideas at home or urban gardening; some travel influencers
stick to their niche by sharing some throwback content with fans.
How does throwback posts help in influencer marketing
According to Forbes, millennials place a higher priority on the environment
than boomers and it's the reason why retro or throwback style thrives in
influencer marketing. The millennials who have the strongest purchasing powers
among the existing generations of today, value anything that is built to last,
looks vintage, and is timeless, which is why brands woo them by using the power
of nostalgia.
Posting throwback
photos of travel and globetrotting can be used by travel
influencers for maximum impact.
TBT or “Throwback
Thursday” posts may be a memorable encounter with a stranger in your most
recent travel before COVID19, or the most affordable meal you've had when you
visited a certain country. It may be a nice rice field you passed by while
driving with friends or a beautiful flower you are not so familiar with yet it
left you in awe. TBT posts don't always have to be extravagant but they have to
be something important and inspiring, especially nowadays when people are
always looking for something to uplift their spirits.
#TBT is an
incredibly popular hashtag used by basically everyone and is one of the most
popular Instagram hashtags ever with a staggering 526.6 million posts! For
brands, TBT is a great opportunity to start a conversation, build engagement,
increase awareness, and tell stories on social media.
Throwbacks
are nostalgic, and from a business perspective, it makes sense to engage in
Throwback Thursday for a marketing campaign.
A
recent study led by a nostalgia specialist revealed that the feelings of social
connectedness that arise from nostalgia make people value money less, which
ultimately leads them to spend more freely. This proves that putting
nostalgia in campaigns is a successful marketing strategy.
People love to get nostalgic of the things that bring back happy memories which
is why TBT posts attract attention in the form of likes and comments. Thus, the
role of travel influencers in today's influencer marketing is still alive.
For
as long as people value memories, travel influencers have their own place and
space in the field of social media and influencer marketing. (PR)
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