How COVID19 is changing the game for Travel Influencers?

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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