Maximizing Impact by Collaborating with Instagram Influencers

Social media is essential to modern marketing, and working with influencers has become one of the most effective ways to build brand awareness, especially in the hospitality industry. Instagram-based influencers, in particular, have become a key part of promoting hotels, resorts, and travel experiences. But there’s a strategic approach to this that goes beyond just partnering with big-name influencers with millions of followers.

Here’s a detailed guide to using Instagram influencers wisely and affordably to promote your hotel, inspired by key insights from Don Barnett’s podcast on Hospitality Daily.

Why Local Influencers Are More Effective

While it may be tempting to aim for influencers with massive followings, partnering with local influencers who have between 10k and 50k followers can actually be much more beneficial for a hotel. These micro-influencers often have highly engaged audiences who trust their recommendations, making their posts feel more like genuine word-of-mouth advice than a typical ad.

Advantages of Micro-Influencers:
1. Cost-Effectiveness: Instead of shelling out large amounts of money for a post from a celebrity influencer, local influencers often accept collaborations in exchange for complimentary stays, meals, or spa treatments. This keeps marketing costs lower while ensuring authentic content.

2. Authentic Engagement: Micro-influencers have a more personal relationship with their followers. Their recommendations feel more genuine because their audience sees them as a trusted voice. This creates higher engagement and more meaningful interactions with their posts.

3. Targeted Audience: Since these influencers are local, they can help drive traffic from nearby communities. People trust local voices, especially when it comes to recommendations for places to stay, eat, or experience nearby. They also have a better understanding of the culture and preferences of local travelers.

Crafting a Win-Win Collaboration

One of the key takeaways from Don Barnett’s strategy is to create collaborations that are mutually beneficial. This approach builds lasting relationships with influencers and ensures they are truly invested in promoting your brand.

Offer Free Experiences, Not Cash:
Instead of paying influencers upfront, offer them an experience at your hotel. This could include a complimentary stay, meals, access to special events, spa treatments, or other unique experiences the hotel provides. By experiencing your hotel firsthand, influencers can create authentic, in-depth content that reflects their true experience.

Personalize Their Stay:
To make the experience even more special, tailor it to the influencer’s preferences. If they love adventure, offer them a guided local tour. If they’re foodies, invite them to a private chef’s dinner at your hotel. This not only adds value to the collaboration but also inspires the influencer to create more engaging content that resonates with their followers.

Maximizing Content Creation Opportunities

When working with influencers, it’s not just about getting a single Instagram post. Encouraging them to create a variety of content throughout their stay can significantly boost exposure. For example:

– Instagram Stories: Short, behind-the-scenes glimpses of their stay can create excitement and drive engagement in real-time.
– Reels: Fun and creative short videos showcasing the hotel’s unique features or highlighting specific experiences can reach a wider audience through Instagram’s algorithm.
– Carousel Posts: A series of photos capturing different aspects of the hotel (rooms, amenities, dining, views, etc.) can give potential guests a comprehensive view of what to expect.

Encourage influencers to tag your hotel’s Instagram page in each post and use a custom hashtag you’ve created for your brand. This will help boost your visibility and encourage more user-generated content.

Track Results and Build on Success

Once the collaboration is live, it’s important to track key performance metrics to understand the impact of the influencer’s posts. Keep an eye on:

– Engagement Rates: Likes, comments, shares, and story views will help measure how well the influencer’s followers are reacting to their content.
– Follower Growth: Did your hotel’s Instagram page see an increase in followers during the campaign? This can be a good indicator of whether the influencer is driving genuine interest in your brand.
– Website Traffic: Use trackable links or promo codes to see how much direct traffic the influencer drove to your hotel’s website or booking page.
– Bookings: Monitor how many reservations are coming in as a result of the campaign, especially from the influencer’s audience.

Over time, build a roster of reliable local influencers who align with your hotel’s values and brand identity. By fostering long-term relationships, you’ll have a steady stream of authentic promotions that continuously attract new guests.

Keeping It Fun and Local

Finally, a major part of successful influencer collaborations is to keep things light, fun, and local. Make sure that the experiences you’re offering influencers are aligned with your brand’s tone and cater to what their audience would genuinely enjoy. Hosting special local events at the hotel, inviting influencers to exclusive experiences, or even featuring them in your marketing campaigns are all ways to keep the collaboration fresh and exciting.

By focusing on micro-influencers, offering unique experiences, and ensuring genuine engagement, hotels can create powerful partnerships that drive both local and global awareness in a cost-effective and authentic way.