Influencer Marketing Grows Up

Tips for navigating the new landscape of working with influencers

Influencer marketing has entered adolescence: Brand budgets are increasing, and the government is paying closer attention. According to the Association of National Advertisers, three-quarters of national advertisers in the U.S. make use of influencer marketing and are so pleased with the result that 43 percent of them expect to increase their spending over the next year.

Not everyone is so happy with influencers, however—the U.S. Federal Trade Commission (FTC) is getting tougher on undisclosed ads. Though it is gaining popularity and moving out of its infancy as a marketing tactic, use of influencers is still a bit of the “wild, wild West,” says Adrienne Callandrello, social media director at RCI. Despite the shifting landscape, resorts can still find smart ways to use influencer marketing successfully. Here are three tips:

Sidestep barriers by creating an outline.

To make sure your resort adheres to FTC guidelines, it’s best to clearly define goals with an influencer in advance and outline a plan. “If you have a goal in mind, make sure you are up-front with the influencer so they know the outcome you are looking for. Are you looking to drive more followers to your page? Then ensure the program is geared toward gaining followers,” Callandrello says.

Get approval before posting.

When working with a new influencer, consider screening their content before they post it, Callandrello says, “the first time you work with an influencer, you may want to require that all content is approved before going live.” Have an agreement form with any influencers to ensure they are aware of FTC disclosures, and sign off they will comply. Make sure your team reviews the content once it is live to ensure disclosure has been posted, and if not, have a way to contact the influencer to remove or edit as soon as possible.

Track down influencers familiar with vacation ownership.

When it comes to working with influencers in the timeshare space, Callandrello recommends finding a partner who already owns a timeshare. Research prospective partners to ensure their audience aligns with the demographic you want to reach and to understand if what they typically post matches with what you desire and aligns with your goals. Remember, “it will be a bit harder to prove ROI quickly for a purchase of a timeshare, but it will have its value if you use influencer marketing to help you create valuable content to remain top of mind when people are ready to make those purchases.”

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