Many Destination Marketing Organizations (DMOs) hire outside agencies that specialize in pairing influencers with brands. Even if you have an agency who is working on your influencer marketing, still take the time to evaluate the influencers before pulling the trigger. Here are some things you can evaluate.
Check the quality of their followers.
Did you know it is extremely easy to buy followers on Instagram? This is far from a best practice as it creates an unauthentic audience, which is most likely riddled with fake accounts. That is why it is worth it to do a simple quality inspection of their followers. Also, check out the influencer’s use of hashtags. Avoid accounts that use spammy hashtags such as #follow4follow and #f4f. Another great way to legitimize your influencer is to read the comments on their photos. Do they seem authentic? Does the influencer engage with the comments? Taking a few minutes to look over these aspects of your influencer’s account could help you avoid an ineffective experience!
Check out all of their channels to get a scope of their impact.
We immediately think of Instagram when we talk about influencers. However, evaluate if your influencer has a meaningful presence on different networks such as Twitter, YouTube, and now – IGTV!
Make sure their brand and your brand mesh.
If you are a family-centric destination, you can probably skip out on the influencers who are ethereal fashion-driven Instagram princesses. There are tons of different types of influencers, so take the time to find the right fit. Select an influencer who is similar to your ideal visitor, or matches a specific niche (for example, if you are a craft beer destination, try to team up with a craft beer influencer). This will help the influencer tell YOUR story, and encourage similar people to visit.
Review content from other places they have visited.
If this influencer is on your radar, chances are they have visited other destinations. Take a look at the content they have created in the past. Find things you like about their channels, which will help with future conversations with the influencer. You can also email the marketing team at other destinations that hosted the influencer. Ask them about their experience to make sure they were timely, easy to work with, and dependable!
Do more research!
Take a look at examples of influencer marketing campaigns, and read a few articles to get some creative ideas for your campaign. Here are some great articles and examples with more helpful tips and examples of influencers in tourism.