Influencer Partnerships in Tourism Marketing

Last month, Storylane drove over 700,000+ impressions through influencer marketing. And at the start of the year, I had no idea how to make this channel perform consistently. I had no playbook, no proven process, and no ideas. So, I experimented. A lot. And while we’re still figuring it out, here’s what I’ve learned so far: 1. Smaller creators are outperforming larger ones for us Smaller creators often produce better, more authentic content. They’re typically more affordable, work harder, and deliver results with a hyper-focused audience. Larger influencers charge a premium, and the content often feels average. Exceptions exist, but they’re rare. 2. Build a curated influencer portfolio. There are more great influencers out there than your budget can handle. Start small, experiment, and refine a curated portfolio of creators who align with your goals, budget, and audience. This takes trial and error, so don’t rush it. Your “go-to” influencers will emerge over time. 3. Three months is enough to evaluate an influencer. In three months, you’ll know if the partnership is worth continuing. It’s enough time to assess content quality, audience engagement, and impact. 4. Set up clear contracts with influencers Include everything in writing: - Who owns the content? - Can you run ads with it? - Will they engage with your posts? - How many posts will they deliver? Clarity now saves confusion later. 5. Influencer costs vary... a lot. Pricing is all over the place, but here's a starting point. For this platform, expect $500–$2,000 per post for influencers with fewer than 100K followers. Bigger names might quote $5K or more. The highest I’ve seen is $650k per post (no joke). Decide what’s worth it based on your goals and their audience quality. 6. Influencer onboarding matters. Hop on a 1:1 call to align. Share your knowledge, past successes, and internal data. Learn their creative process and set expectations. The better you collaborate upfront, the smoother the partnership. 7. Influencer program management is a full-time job. I tried juggling this alongside my other responsibilities, and it’s a lot. Between sourcing, contracts, payments, content review, and feedback, the workload multiplies with every creator. Bring in outside help if you can afford it or upskill someone internally. 8. Give creators creative freedom. Over-controlling a creator’s content kills authenticity. Work closely on the brief to give them all the context they need, but let their voice shine through. The results are far better when they feel trusted. 9. Ethics build trust (with influencers and your buyers) Always disclose influencer partnerships (FTC compliance isn’t optional). I see a lot of brands and creators not disclose these partnerships (on LinkedIn, in private communities, Slack groups etc.) and it's WRONG. Don't trick your buyers. Be honest. We’re still learning, but this channel is showing promise, and I plan to scale it further in 2025.

Brands, we need to talk about the “try our product for free, post about it, and here’s your affiliate link” approach. For creators, this can feel like a one-sided deal. Testing a product, creating thoughtful content, and sharing it with an audience we’ve worked to build involves effort. When the ask is for a free review in exchange for a commission-only affiliate link, it’s one of the quickest ways to get a “no, thank you.” If you’re genuinely interested in partnering with creators, consider approaching things a little differently: 📌 Instead of diving straight into commission details, start by asking if we’re genuinely interested in the product. Have you seen us use it before? What sets you apart from competitor products we already share? Taking the time to connect and do a little research shows you see us as partners — not just promoters. 📌 Real partnerships go way beyond just free products and affiliate links. Compensating creators shows you truly value the time, effort, and expertise they invest in creating engaging content. Expecting a quick product review with deliverables but without any pay? That’s a full campaign, not just an affiliate opportunity. 📌 Focus on genuine connection — it goes a long way. Offering products without expectations builds a foundation for authentic relationships and can lead to rewarding partnerships. Sometimes, that means hopping on a call to understand how your brand fits into a creator’s content calendar. Bottom line? Be mindful in your initial outreach. The creator-brand relationship should be built on respect and mutual value. Lean into creating partnerships that feel like a win-win for everyone involved. #creators #brandpartnerships #influencermarketing 

The best marketing doesn't feel like marketing. We rebuilt our entire creator strategy around this idea. Here's our exact playbook for becoming part of the feed (instead of interrupting it)... First, forget everything you know about the typical "influencer marketing." This isn't about paying for posts and asking them to look into the camera and say “I like this”. It's about building genuine partnerships that compound over time. Let me share what actually works for us: 1. How we find aligned creators 2. Content that actually works 3. Building real partnerships 4. Scaling without losing authenticity 1. Focus on depth over reach Look for creators that are highly aligned with your brand and engaged with their audience. Then help them pick ONE product that will truly resonate. Don’t just throw your catalog at them. Specific stories > Generic promotion 2. Arm them with knowledge, not rules We send creators extensive product knowledge when we start out. But it’s not to control their message. It’s to arm them with the information, background, and assets that they need to succeed. Let them tell your story their way. 3. Trust their creative instincts That video with "poor lighting" or "bad framing"? It often outperforms our polished content. Why? Because it feels real. Like it belongs in the feed. Stuff people would watch if it was their friends or family. 4. Think long-term We don't just send a product + a brief and be done with it. We nurture the relationship: • Do monthly product sends • Share launch previews • Include them in campaign planning • Ask for their input Creators become partners. Partners become advocates. This compounds over time. But here's the challenge: Managing these deep relationships with 100+ creators? It's chaos if you’re doing it manually. Between emails, direct messages, product sends, follow-ups, asset management… It’s a huge amount of friction. And we were dropping balls daily. That's when we use SARAL - The Influencer OS to manage our creator relationships. Their platform lets us: - Build genuine relationships at scale - Track every conversation - Manage product sends - Monitor performance - Process commissions Now we can focus on what matters: Building real partnerships instead of managing spreadsheets. Remember, the future isn't about interrupting the feed. It's about becoming part of it through genuine content that feels true to the platform. #proudpartner

Friendly reminder from an Influencer Talent Manager to my friends on the agency side. If you contract a talent who has a lot of paid partnerships and is currently in a busy season (and you know this because it's evident on their feed or their TM has communicated it to you), please be mindful of this with content turn around times. I understand that your client aka the brand may have taken longer than unexpected to get this campaign off the ground, or there were multiple legal obstacles on the agreement or brief. I get this happens. I do. But once the campaign next steps have landed at the foot of the talent to shoot, produce, edit and get back to you, give the talent appropriate time to do all of those things. Please keep in mind, if the talent is busy, there's a good chance you're not the only project in line to shoot, edit, produce and get back to you. To be clear, I am not complaining, just sharing some perspective that I believe gets lost at times - that Influencers, content creators and their managers are also humans, working wild hours late into the weekend, evenings and early mornings (me) to accommodate brand timing requests. I do ask for as much time as possible whenever I can but it often feels like I'm shoveling sand against the tide....or additional time is granted but it will be followed up w/ a deluge of emails asking if she has the content ready early. Giving props to a client of mine Jessica Serna and her husband Ismail Mpiana who turned 3 decently big projects this weekend on short notice, dealing with weather issues, locating where to purchase the product along their travel route, figuring out how to do their concept when what was submitted took 2+ weeks to approve and so they had to get creative about hiking when in a flat part of the state. And this is on top of regular level exhaustion of life at the end of a long week. What is never mentioned is that I, as her talent manager, am pending Jessica finishing the content and then sending to me for my review. This makes for a late Sunday night of work or an early Monday (always my choice). There's always a far and wide ripple effect of a quick content turn request from a brand. To be clear, it's NOT that she shot the content for a full day and then we're sitting on it for a few days. It's that she shot your content, ate food, rested and then geared up to give 100% to another project, slept, woke up the next day and did it again. There hasn't been a moment to move into production mode. Sharing so that when Talent Managers request more time for content due dates, this gives some greater perspective as to what's going on BTS for the talent AND their manager. Believe me we're hustling our 🍑 off to get it done and done well. #influencermanagerlife

I LOVE an always on program/long term partnership, but they need to be done right. Here are some ways we’ve made them successful! ➡️ set up check in meetings throughout the partnership ➡️ plan out content ideas for the entire partnership at the beginning (leave room for some flexibility) - this is HUGE for making sure the content feels different each month and then preventing audience fatigue ➡️ capitalize on cultural moments & content themes that are performing really well for the creator (where the flexibility comes into play) ➡️ focus on one specific feature/benefit each month vs trying to cram it all into one ➡️ reflect & analyze what’s doing well and not well then adjust for the next month ➡️ test new things out together, this could be a contracted deliverable or just something the creator is willing to throw in as a bonus ➡️ set a goal & review expectations each month I’ve seen a lot of mixed reviews on if these programs are worth it and I totally understand when things haven’t gone well why brands would be hesitant to try again. They definitely require planning & cooperation from multiple parties. One of my favorite parts about these programs is really being able to get to know the brand/agency that we’re working with. It is so much fun to do business when your partners become your friends! For my creators and the agency, we love having the predictable income and being able to plan the content into the schedule in advance. 🤔 What are your favorite ways to make always on or long term partnerships successful? #talentmanager #talentagency #influencermarketing #contentstrategy

Do you want influencers to truly connect with your brand? Stop treating them like billboards!  Think of influencer marketing like a great friendship—it’s built on trust, not just transactions. Do this: “Hey [Influencer], I love how you [specific thing they do]. Your content on [topic] really connects with your audience, and we think our brand aligns perfectly with that. Let’s create something amazing together.  Don't do this: “Hi, we’d love for you to promote our product. Here’s the brief. Let us know your rates.”  Do this: Give influencers creative freedom! “We love your storytelling style. Here’s our vision—how would you bring it to life in a way that feels natural to your audience?”  Don't do this: Micromanage every post. “Use this exact caption, pose like this, and make sure to show the logo in the first three seconds. (Yikes!)  Do this: Engage before you pitch. Comment on their posts, share their content, and build a relationship first. When you finally reach out, it won’t feel random—it’ll feel genuine.  Don't do this: Cold DM without context. “Hey, we love your content! Can you promote our product?” (No relationship = No response.)  See the pattern? Personalization + Trust + Respect = Authenticity. When influencers feel valued, they create content that’s real, not just another #ad. And guess what? Their audience feels it too! So next time you reach out, remember: It’s not just business—it’s a partnership. Build relationships, not just campaigns.  Your brand will thank you later. Follow Makarand Utpat for insights related to Digital marketing, business and leadership. #influencermarketing #management #communication #culture

⚓ Revolutionizing Influencer Campaigns: A Cruise Line Strategy for 2025 The cruise industry is no stranger to influencer marketing, but what if we pushed the boundaries in ways this industry has never seen before? As we plan for 2025, it’s time to rethink how cruise lines leverage influencers—not just to sell cabins but to create a movement. Here’s the bold, out-of-the-box strategy I propose: 1. Turn Influencers into Mini-Brand Ambassadors (with Ownership) Why settle for a one-off post when you can create a long-term partnership? Identify influencers who align with your brand values and make them part of your journey—literally. Offer them co-branded experiences (think: their own themed sailings), exclusive content creation labs onboard, or even revenue-sharing opportunities tied to bookings. Give them ownership in your success. 2. Host a "Cruise Creator Camp" Onboard Imagine a week-long voyage exclusively for content creators, complete with behind-the-scenes access to the ship’s operations, masterclasses in storytelling, and opportunities to collaborate with your executive team. Let them document it all. The result? A tidal wave of authentic, high-quality content hitting every major platform simultaneously. 3. Influencers as "Experience Designers" Let your influencers help co-create onboard activities tailored to their niche audiences. A fitness influencer could design a wellness retreat at sea. A foodie? Curate a series of pop-up dining experiences. This isn't just marketing—it’s personalization that drives deeper connections and long-term loyalty. 4. Push the Boundaries of Tech Dive headfirst into VR and AR experiences. Partner with tech-savvy influencers to develop immersive campaigns—such as an interactive, 360° virtual tour of your ship that lives on social media. It’s not just about showing the product anymore; it’s about letting potential cruisers feel it before they book. 5. Go Viral with TikTok Challenges (But Do It Differently) Forget generic dance trends. Create a high-stakes challenge: the ultimate scavenger hunt spanning multiple cruise destinations, with influencers documenting each leg. Winners? VIP cruise experiences, giving them more content to share while showcasing the product in action. 6. Bring the Crew into the Spotlight People love authentic stories. Pair influencers with your crew to share the human side of cruising—the chef’s secret recipe, the cruise director’s top tips, or the engineer’s insight into how the ship runs. These unscripted, raw moments can create a massive emotional connection with the audience. This isn’t about more sponsored posts or quick wins—it’s about fundamentally changing the way the cruise industry engages with influencers. It’s about creating partnerships that are authentic, dynamic, and impossible to ignore. What do you think? Are you cruise lines ready to rewrite the rules?

Pssst. 👋 Want the secret to award-winning, viral, high ROI influencer campaigns ? Though you might be tempted to treat them like traditional media programs, consider this your reminder and a warning. Working with influencers is not like traditional advertising and if you treat it that way the end result will be overly scripted, tightly controlled, and disconnected from what actually resonates with audiences. The most successful collaborations happen when brands and influencers work together, with a shared focus on authenticity. Check out Nation's Restaurant News’ recent article that features insight on what can make or break a campaign from the POV of macro influencers via Brilli. Annnnd here’s a checklist of Q’s to help ensure your influencer campaigns create real connections, not just noise. Aligning on values and fit * Is this influencer a natural fan of the brand or category? * Does their audience genuinely align with the target customer? * Are they being chosen for their authentic voice, not just their reach? Creating space for authenticity * Are influencers being given the freedom to tell the story their way? * Have clear campaign goals been defined without dictating every detail? * Are real experiences being encouraged instead of scripted ads? Listening and adapting * Are influencer insights being invited instead of just handing them a brief? * Are you open to learning what actually resonates with their audience? * Is there flexibility to pivot based on real engagement and feedback? Measuring what matters * Are metrics going beyond vanity numbers to track real engagement and sentiment? * Are qualitative insights valued as much as quantitative data? * Is the focus on building long-term relationships, not just short-term results? The best influencer partnerships don’t feel like marketing—they feel like moments that naturally belong in the conversation. If brands want to be part of that conversation, they need to earn their place by fostering genuine collaboration. Tips via Belle Communication ✨

I’ve sourced 350,000 influencers & driven $40M in revenue from influencer marketing in 5 years. Our 7-step influencer marketing process took 5 years to master & refine. Today I’ll be revealing it for 100% free. OVERVIEW: 1. Identifying influencers 2. Outreach 3. Make an Impression 4. Content tracking 5. Usage rights Let’s get into it: 1. Identifying influencers Be picky about who you reach out to. Depending on what you sell, your influence picks need to: → Be relevant to your product → Have authority in your market → Have a following If they meet these metrics, we consider them qualified. Don’t search for influencers manually - it’s a time sink. We use Get Saral to discover qualified influencers. When you find a good influencer, use the “suggested” button to find similar ones. Before you know it you’ll have enough to start reaching out to. 2. Outreach This is your “3-point checklist” for reaching out to influencers via DMs: 1. Introduce who you are 2. Make it clear why you’re reaching out 3. Expect nothing in return Here’s an exact DM script we’ve used to spark relationships with influencers: “Hey {{name}}, I’m Cody Wittick from the {{brand}} team.. I’m reaching out because I think you’re an extremely talented creator. I thought you might like to try some {{product}} from {{brand}}. No string attached, where should I send it?”. Light hearted & easy. It’s hard to say no to this. 3. Make an impression If they’re open to receiving your product - great we can send it to them. But we need to leave an impression. We do this by sending a custom handwritten note + custom packaging tailored to them. They’ll feel appreciated & are more likely to create genuine content. 4. Content tracking Expect 30% of influencers you send products to will create content + post on their stories. A rule of thumb: an influencer with 10K followers will get 1500 - 2500 views on their content. Not bad considering our only costs up to now were shipping products out. Use Refunnel to track the content & keep tabs on what you like the most. 5. Usage rights Reposting content without permission = red zone. Instead, drop them another DM: “Hey {{Name}}, thanks so much for posting us on your story. We wanted to ask your permission to repost this video on our social & ad channels for 30 days. Is that possible”. You’ll rarely have influencers not want their content used. This strategy played a huge role in us sourcing 350,000 influencers. From here we:  - Launch the creatives as ads  - Use cost caps to only allow profitable spend  - Scale top performers. Influencer marketing in 2024 is a battle between being transactional vs relationship building. In 2024, building an authentic relationship with influencers wins.