Leveraging the right people to promote your brand can make a significant impact in a business’s marketing efforts. Whether you’re a tourism and hospitality business, a services provider or a retailer using influencers and collaborators can be an effective strategy to grow your brand and business. Although these two terms are often used interchangeably, they serve different purposes and bring distinct benefits.
Understanding the differences and knowing when to use them can elevate your marketing efforts to new heights.
An influencer is someone with a significant social media following who can shape opinion and behaviour through their content. Typically, they’re paid to promote products, services or experiences to their audience. Influencers are particularly effective in tourism and hospitality because they can showcase real-time experiences such as a luxury vineyard stay in the Barossa Valley or a sunset tour in Western Australia’s Great Southern region, through engaging and visually compelling content.
A collaborator, on the other hand, is a brand partner who works with your business to create joint marketing initiatives. They’re often industry peers, local operators, or non-competing businesses with a similar customer base. For example, a McLaren Vale winery in South Australia might team up with a boutique BnB to create weekend getaway packages. In Margaret River, a local coffee roaster and tour operator might offer combined tasting experiences.
Benefits of using influencers in tourism and hospitality
Shared audiences
Collaborating with another local business or organisation lets you tap into their audience while sharing your own, effectively doubling your reach without doubling your costs.
Community support
Partnering with local businesses or tourism and industry organisations fosters a strong sense of community and supports the ‘shop local’ movement, especially in regions like the Adelaide Hills and Margaret River.
Resource sharing
Collaborators can share resources such as event spaces, marketing costs, and even staff for joint promotions.
Enhanced credibility
Working with well-regarded local brands or associations enhances your business’s credibility and trustworthiness. It provides a social proof and validation and leverages their brand.
For example: A collaboration between a boutique hotel or BnB in McLaren Vale and a local art gallery offering exclusive art-viewing weekends for guests, co-promoted through both businesses marketing channels including their websites, social media, email newsletters and local tourism associations.
Things to watch out for
Brand alignment: Whether choosing and influencer or a collaborator, ensure that their brand aligns with your values and target audience. An eco-friendly tourism operator might not be well aligned with an influencer known for lavish, carbon-heavy travel.
Clear agreements: Always set clear expectations, deliverables, and timelines up front. A formal agreement or contract helps avoid confusion.
Engagement vs. follower count: For influencers, a large follower count is meaningless without strong engagement. Always check that audiences are authentic and engaged and review interaction rates before committing.
Consistency and authenticity: Authenticity is key. Influencers and collaborators should genuinely appreciate your product or service to avoid forced or unconvincing promotions.
Pro-Tip: Micro-influencers who are well aligned with your brand and offering can be more effective and economical than influencers with larger audiences.
Making the right choice
Whether you choose to work with influencers, collaborators, or both depends on your goals. Influencers are great for visibility and visual storytelling, while collaborators are ideal for long-term partnerships and building credibility within your community. Both can be powerful tools in your broader marketing strategy, especially when backed by local knowledge and a well-defined plan.
Thinking about adding influencer or collaboration strategies too your marketing mix but not sure where to begin? The team at Purple Giraffe has the experience to help you choose the right path and make it work for your business. Get in touch with us to start the conversation.
