To influence or not to influence; that’s the question for travel brands, says Farhad Divecha, managing director and founder of AccuraCast, who offers advice on working with influencers and measuring their effectiveness
They might be relative newcomers to the media world, but there’s no getting away from them. Influencers are everywhere! Whether you’re scrolling down your Instagram feed, looking for how-to videos on YouTube or even on TV watching Strictly Come Dancing, influencers have become the new celebrity.
But with popularity often comes controversy, and influencing has indeed had its fair share of that. In fact, it seems that every few months or so, we see a disgruntled and underappreciated hotel or restaurant owner exposing "influencers" who have brazenly requested a free night’s stay or dinner in exchange for a social post.
This controversy seems to have escalated to another level in recent times. And it comes as little surprise, given that many influencers continue travelling to international destinations for “work” during a time when most of us stayed home under lockdown.
It’s safe to say that because of all these factors together, influencers, and the term "influencer", have been over-exposed. As the saying goes, familiarity breeds contempt; so, it’s only a matter of time before people start getting turned off from whatever these influencers are selling – and this applies not just to consumers but to brands too.