Travel and tourism professionals are buzzing about influencer marketing. How do you choose an influencer to sponsor? What should you expect in return? How do you make sure influencer partnerships generate the most impact, especially if you have a limited budget for influencer marketing?
To find the answers to our burning influencer marketing questions, we asked Visit Greenland’s content manager Tanny Por to share her secrets. In addition to creating stories for Visit Greenland’s website and social media channels, Tanny manages partnerships with social media influencers.
She and her colleagues create incredible stories, and share their photos and videos with partners who help them spread the word. At the end of last year, they also set aside limited budget to bring social media influencers to Greenland. Let’s take a closer look at how their new influencer marketing program works.
Visit Greenland gets a number of inquiries from potential social media influencers about sponsored trips to Greenland (and it’s no wonder, when you see their incredible photos). When selecting influencers to bring to Greenland, Tanny and her team look at a range of criteria.
- How many followers does the influencer have?
- Are their social media accounts interactive?
- How many contacts do they have in the publishing world?
- Can they collaborate with Visit Greenland and offer unique content?
- How do they tell stories?
- Do they have a unique angle that could help fuel business development?
- Do they fit in with Visit Greenland’s brand?
“What we look for is collaboration in many different ways – both creatively and financially,” says Tanny. “We’re a small organization with a fairly modest budget so we need to be creative with how we spend our money, as well.”
Visit Greenland’s Investment
Once they decide they want to work with an influencer, Tanny and her team negotiate an agreement. Visit Greenland’s commitment varies, but can include:
- Sponsoring flights or accommodations
- Helping to plan the trip
- Introducing them to people they may want to interview
- Sending them on adventures, ranging from ice climbing to dog sledding
The team may also partner with another brand like Lonely Planet or an airline. Partnering with another brand, even a local brand, like a hotel, can help your team offset the cost of sponsoring an influencer.
The Return on Investment
Like any influencer marketing experience, Visit Greenland gets the benefit of exposure to its influencers’ social media followings. Thousands of people might see an Instagram influencer’s photo of Greenland’s stunning landscape or a YouTube video a vlogger has produced on the country’s culture. But this ripple effect of one influential traveler’s experience can be difficult to measure, which has marketers wondering about the true value of influencer marketing.
Visit Greenland has developed its partnerships beyond social shares to ensure a higher ROI. Tanny negotiates agreements to include content not only for influencers’ channels, but also for Visit Greenland’s channels.
“The most important thing is that they are high quality photos that we can use across different platforms, and that we can also put into the Libris database so that our stakeholders can access them for marketing purposes,” explains Tanny.
Tanny works with the influencers to agree upon licensing (Visit Greenland’s team uses two licenses, one that allows the team and stakeholders to use the images for nearly any purpose, and one that is more restrictive) and the number of photos and videos they will deliver to be used in Visit Greenland’s Libris database. Once the assets are in the database, they can be accessed by internal team members, external operator, people in Greenland and partners abroad so they can use them to share Greenland’s stories.
This ability to source and share visual content created by influencers is crucial because, as Mads Pihl explained in our case study on Visit Greenland’s visual storytelling and visual asset management, images carry the core of the brand.
Tanny says the influencers’ photos and videos, paired with Visit Greenland’s content, create a strong blend.
“It’s the excitement of a new perspective,” she explains. “They are able to convey something which we are not able to, because they see it with fresh eyes and they each have their own twist to the story that they can deliver.”
Spotlight on Visit Greenland’s Influencers
Now that we understand the process behind Visit Greenland’s influencer marketing strategy, let’s take a look at a few examples.
Stian Klo is a Lonely Planet photographer who also leads photo tours in the Arctic. Partnering with an influencer like Stian Klo has a number of benefits for Visit Greenland: content creation (including content for the Libris database that Visit Greenland and its stakeholders can use in the future), extensive reach (Stian Klo has 194k followers on Instagram) and business development, since he might also bring tourists with him on his trip to Greenland.
A Brit and a Broad
Visit Greenland was drawn to travel video bloggers A Brit and a Broad because of their storytelling style.
“They had a nice angle,” says Tanny. “They fit with our branding.”
And if you compare Visit Greenland’s visual media library with one of A Brit and a Broad’s features on Greenland, it’s clear the team captured the aesthetic and the spirit of Visit Greenland’s brand, “Be a Pioneer.”
Andrew Evans is a writer, TV host and Digital Nomad for National Geographic. He has the background and connections of a traditional journalist, but also shares content on his own blog and social media channels. Visit Greenland was drawn to his interesting perspective, as well as his mix of press and social media experience.
Even though he’s an author, he shared visual content from his Visit Greenland trip visually across platforms, from Twitter to Instagram to his blog. After his Greenlandic adventure, he landed stories in BBC Travel and National Geographic.
The Takeaway: 5 Tips for Influencer Marketing
Visit Greenland is winning with influencer marketing by working with the right people, making the most of their partnerships and ensuring a high return on investment. Here are X tips for your brand’s influencer marketing, based on their story.
- Choose influencers whose storytelling style fits with your brand.
- Work with influencers who not only have an extensive following, but also bring a unique perspective to your brand’s story.
- Collaborate! Create customized agreements that benefit your brand and your influencers.
- Consider a range of benefits you can offer the influencer – if you have a limited budget and can’t sponsor a whole trip, offer an excursion instead.
- In addition to social sharing, ask the influencer to contribute content to your brand’s visual media library so you can continue to share their photos and videos in the future.
Cover photo by Mads Pihl, Visit Greenland.