Just because you haven’t heard of these people,doesn’t mean TA is failing in its job. What it means is that the campaign is not aimed at you. Social media influencers tend to be finely targeted to a specific audience (a niche interest,or age group or even gender group),and if you’re not in that audience,then it’s very likely you would be entirely unaware of that person’s existence.
There’s also a long history of celebrities selling Australia,from Paul Hogan to Lara Worthington to Chris Hemsworth to Ruby the Kangaroo (voiced by Rose Byrne). The difference now is the medium – social media – and the niche nature of the celebrities:people being chosen not for their mass appeal,but rather their focused influence. And,in particular,their influence on Gen Z and Millennials.
I’d have to say,too,that anyone who thinks these people are on a paid-for holiday,flouncing around Australia sipping cocktails on the taxpayer dime,has never seen a genuine,popular influencer at work.
I’ve been on a few work trips with these types,and it’s fascinating to see how the sausage is made. My medium,writing,requires seeing,doing,asking,experiencing,feeling,percolating. There’s a lot of just acting in much the same way as a regular tourist so that you can then pass on that experience in words.
The work of an influencer,meanwhile,requires capturing. It means recording at all times,getting everything on video and in still photos from every conceivable angle (beginning from the best light at dawn),then going away and editing and presenting in a unique,approachable way.
Sure,there are grifters out there faking their follower numbers to scam free travel. But there are chancers in every industry. And no one Tourism Australia is shelling out for fits into that category.
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What these people actually do is influence their followers’ opinions and ideas and even travel habits. Perhaps subtly,perhaps in a way that’s more overt. But we follow these people because we trust them,or we admire them,or we just find them entertaining in some way. There’s a feeling of deep familiarity on social media,a bond,when you track their lives so closely.
The criticism that the paid content isn’t being acknowledged by the influencers is fair enough. People deserve to know who makes these trips happen,and who is being paid for their time and influence.
The writers here atTraveller declare any assistance gifted by travel companies or tourism boards – though,unlike many influencers,none of us are paid directly by these organisations – not so much to comply with a law,but to uphold ethical standards and ensure transparency. It would be nice if influencers did the same.
Once they do,it’s hard to argue against their value. Even if you have no idea they exist.
Ben Groundwater is hosting a small-group food tour of Japan in October this year. For details,click here.