The state of influencer marketing for travel brands
Across all of the categories, a clear pattern emerged: The majority of mentions take place on Twitter, but the platform that drives the most engagement is Instagram.
Traackr, an influencer marketing platform, has analyzed social media and blog posts produced during 2017 by the top 250 English-speaking travel influencers – based on reach, relevance and resonance of their content related to travel - who have an audience of 25 million people collectively.
In the category of flights, Traackr looked at social posts about Skyscanner, Seatguru, CheapOair, Cheapflights and Momondo.
CheapOair garnered more than half of the more than 2,800 mentions, but Skyscanner was the clear leader in engagement at 92%.
Similar to the Travelocity story, CheapOair won the numbers game with a relatively small amount of influencers - just 47 of the 250 mentioned it during 2017. Skyscanner lead the group with 103 activated influencers.
Airbnb is the clear leader in influencer marketing in this category that also includes Booking.com, Hoteltonight, HomeAway, Hotels.com, Trivago and HotelsCombined.
The home-share site captured 76% of all mentions and 88% of engagements. It also leads the group for the number of influencers that talked about it online – 196.
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