Beyond the Numbers: Why Follower Count Shouldn't Be Your Sole Focus When Choosing a Content Creator for Your Hotel Brand

In the realm of digital marketing, the quest for influencers and content creators with high follower counts often takes center stage. It's an understandable approach – after all, a larger audience theoretically means more exposure for your brand. However, when it comes to the hospitality industry, particularly for hotel brands, the emphasis on follower count alone is not the most effective strategy. Let's delve into why.

Some stats

36% of brands say influencer content outperforms branded content. And the higher the engagement rate of your potential influencer, the more likely they are to sway what their followers think (and buy). According to 35% of marketers, smaller content creators are more trusted by their audiences.

Micro-influencer-posted images convert over 20%, 7% more than the industry average than macro-influencers.

According to 35% of marketers, smaller content creators are more trusted by their audiences.

HubSpot’s State of Marketing report found that 7% of respondents say influencer marketing has the highest ROI out of any campaign. That beats social media direct messages for customer service, SEO, and content that reflects a brand’s core value

Authenticity Over Numbers

While it's tempting to prioritize influencers with massive follower counts, data suggests that the quality of content and engagement matters more than the size of the audience. Studies have found that influencers with smaller followings often produce content that is more authentic, relatable, and tailored to their audience's interests. In the hotel industry, where authenticity and storytelling are key, collaborating with content creators who can produce high-quality, relevant content is paramount. Your audience wants to see content that resonates with their experiences and aspirations, rather than just flashy numbers. Instead of fixating solely on follower count, consider the creator's ability to authentically represent your brand and connect with your target audience.

Quality Content Creation

Effective content creation requires more than just a large following. It demands creativity, storytelling prowess, and an understanding of your brand's unique selling points. A content creator with a smaller following might possess the creative edge and attention to detail necessary to craft compelling narratives around your hotel brand. Look for creators who showcase a portfolio of high-quality content that aligns with your brand identity and resonates with your audience on a deeper level.

Niche Expertise and Audience Relevance

Every hotel brand has its own niche audience and unique selling proposition. A content creator with a smaller following but a highly engaged, niche audience that closely aligns with your target demographic can be far more valuable than a creator with a large but disparate following. Consider collaborating with creators who have a deep understanding of your target audience's preferences, interests, and pain points. Their ability to speak directly to your ideal guests can lead to more meaningful interactions and conversions.

Engagement and Conversion Rates

Engagement metrics such as likes, comments, and shares provide valuable insights into the effectiveness of a content creator's work. While follower count may contribute to initial visibility, it's the engagement and conversion rates that truly measure the impact of their content. A creator with a smaller following but higher engagement rates can generate more genuine interest and drive tangible results for your hotel brand. Focus on creators who can demonstrate a track record of driving meaningful engagement and converting followers into customers.

?Data from HypeAuditor found that nano-influencers (though with fewer than 5,000 followers) have the highest engagement rates (2.53%). This seems to decrease as the follower count skyrockets, until reaching celebrity level (0.92%).

Long-Term Partnerships and Brand Advocacy

Building a successful hotel brand requires cultivating long-term relationships with content creators who are not only capable of producing great content but also genuinely passionate about your brand. Look for creators who demonstrate a vested interest in your brand's success and are willing to evolve with your marketing strategy over time. Cultivating brand advocates among content creators can lead to authentic endorsements, increased brand loyalty, and sustained growth in the long run.

?In conclusion, while follower count certainly has its place in influencer marketing, it should not be the sole determining factor when choosing a content creator for your hotel brand. Instead, prioritize authenticity, quality content creation, niche expertise, engagement metrics, and long-term partnerships. By focusing on these qualitative aspects, you can forge meaningful connections with your target audience and elevate your hotel brand's digital presence in a way that transcends mere numbers.

Sources

Linqia 2023 State of Influencer Marketing Report

Hubspot State of Marketing Report

The State of Influencer Marketing 2024: Benchmark Report

Global Social Media Statistics - Data Reportal

Annual Marketing Report - Trends & Benchmarks of Influencer Marketing in 2023 - Hype Auditor

The impact of influencer marketing on brand loyalty towards luxury cosmetics brands: Comparison of Generation Z and Millennial - Masters Thesis