Travel brands should rethink their social media strategy, according to a report on the impact of so-called ‘influencers’.
A study by global marketing and communications agency Finn Partners, which now owns London-based Brighter Group, found UK consumers are more discerning than travel companies might think and aren’t easily ‘fooled’ by inauthentic content when booking a holiday.
The survey, which questioned over 2,000 UK consumers, revealed that almost half of UK adults do not follow social media influencers at all.
Of the 51% that do, the survey found that 61% hate to see fake engagement and 38% don’t like over-stylised content. Other dislikes included generic imagery and brand partnerships.
Instead, consumers want useful tips (46%), personal experiences (37%), and hidden gems (also 37%). They also love to see images (28%) and video content (19%).
"The results reveal that brands need to consider their social media strategies more carefully than they might have thought," said the report.
"Often brands are advised to work with influencers, and to create stylised social content, to quickly build following and engagement on social media.
"Finn Partners’ research shows that consumers are not easily fooled into making a buying decision based on what they see as inauthentic content."
Meanwhile, a survey of 1,025 British holidaymakers by World Travel Market found 78% do not look at digital influencers when booking a holiday.
Another 8% said they researched digital influencers but their opinion did not play an important role when booking a holiday. Only 3% said digital influencers were the most important source of holiday information.
