The Rise of the Travel Influencer: What Advisors Need to Know
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Some travel advisors are more comfortable with social media than others. But most would agree that it is a key component to any good marketing program, whether it unfolds on Facebook, TikTok, Instagram, or YouTube (depending on which platforms their clients frequent). For those just getting started, and for those who are already active on social but want to level up, here are several tips about content creation from travel influencers who have mastered social.
Post educational and informative content
First and foremost, provide value to your social followers. Being overly promotional does not work on these platforms. Instead of posting one travel deal after another, “offer informative and educational content,” says Bernice Padilla, travel content creator, of Trendy Traveler LLC. “Create guides, tips, and advice about travel destinations. This establishes you as an expert and resource for travelers. Also, share personal experiences to make it more relatable.”
Tell authentic stories
“Share real experiences, both the highs and the challenges, to create genuine connections with your audience,” advises Michael Amanor, luxury travel creator. “Whether it’s an unexpected encounter with a local or a lesson learned from a travel mishap, authentic stories resonate and create trust. Incorporate anecdotes, personal photos, and behind-the-scenes moments to bring your content to life.”
Know your audience
Take the time to get to know and understand your target audience. What social platforms are they on? What do they talk about there? What do they like? What gets them excited to share with others? Knowing these things will help you create content that draws them in.
Engage and collaborate
“Engage with your audience by asking questions, conducting polls, or hosting Q&A sessions,” suggests Amanor. “Your followers will often provide insights into what they want to see next. Collaboration with local businesses, fellow travel influencers, or even your clients can also provide fresh perspectives and expand your reach. By combining forces, you can tap into new audiences and offer diverse content.”
Shoot away
Photos are a must on social, but keeping up with posting attention-getting images does not have to be difficult. “The best camera is the one you have with you all the time … your iPhone or Android,” says Will Byington, professional photographer and video/photography coach for travel advisors. “Remember that you miss 100% of the shots you never take, so shoot away.” He suggests “taking tons of photos because you may never get to go back to that location or that moment. If you take a lot of photos, at the end of the day, you’ll get the one shot that you need.” He also mentions that, if you have ever missed a shot because it came up so fast that you couldn’t get your camera open in time, this is how to open the camera in one second: on an iPhone, do a quick swipe left from the lock screen; or on an Android, double-click the power button.
Take photos from different angles
Byington also encourages advisors: “Don’t take the same shot that everyone else does. Do something different. Go low. Go high. Go wide. Go close. When you’re in that moment at a location or that historical place, take the shot from a different angle. That’s the kind of content that gets people interested.” He says to travel advisors in his workshops, “I believe every single one of you can take amazing photos. Don’t get overwhelmed. Have fun. Create. See what you can come up with. Getting it done is better than getting it perfect.”
Use a lot of video
Many travelers (and consumers overall) want to learn about new places and things through video content, especially short-form videos like those on TikTok, Facebook Reels, or Instagram Reels. Video is an engaging way to showcase destinations and experiences. Wherever you travel, shoot video from your mobile device. Be your authentic self, talking about what you love most (travel, of course), and your followers will respond.
Be consistent
“The more you post, the better your content will be,” offers Padilla. “You learn a lot simply with trial and error, and you’ll better understand what type of content resonates with your audience.” Set a posting schedule, and whether it is a few times a week or daily, pick days and times that align with your work and life schedule – and then stick to it.
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