Influencer Marketing is the trendy tool when it comes to communicating. The figure of the influencer or content creator has gained enormous weight in society. Their ability to influence and their effectiveness in evaluating advertising objectives have turned them into a vehicle as a means of advertising.
In this article we will talk about this figure, we will explain what it is, how it works and the advantages that can bring to implement this strategy in a nightlife context.
How to use Influencer Marketing in the hostelry, restaurant and nightlife industry
Influencer marketing is gaining more and more strength and importance for brands and companies that want to reach their products or services to a specific market niche.
The influencer phenomenon, far from stagnating, is growing year after year. In 2021 the influencer marketing achieved a global annual growth of 42.2% over the previous year, representing a value of around 13.8 billion dollars. And by 2022 it is expected to reach a value of 16.8 billion dollars.
There are sectors that are making very good use of this phenomenon, such as fashion and beauty, and others, such as nightlife, hotels and restaurants, could benefit from a more in-depth study of the subject.
Influencer marketing is a promotion strategy that is used by brands or companies to get a message to their target audience. It consists of achieving a link between the brand or company and the influencer: those people who have a high online visibility and who have become a reference for a large number of users.
The influencer marketing technique is ideal for nightlife venues, because being an intangible product, you can better connect with the target audience through an influencer. When an influencer shares their experience in a hotel, restaurant, nightclub, bar or festival, it generates interest and desire among their followers to experience for themselves what that person is transmitting to them through social media.
This digital marketing strategy can transform an entertainment venue, since influencers are a powerful sales tool, as they have the ability to influence the decisions and actions of their followers thanks to their credibility.
These are some advantages of influencer marketing for the leisure and entertainment sector such as restaurants, hotels, nightclubs, bars and/or musical events.
Influencer marketing is perfect to publicize a bar, nightclub or any leisure business you own, to introduce a new service or simply to increase the number of customers, due to the large audience that an influencer has, it is possible to reach many people.
In addition to reaching a wider audience, working with a content creator will generate interest among your followers to live the same experience, whether it is going to the trendiest nightclub or bar, eating at their favorite restaurant, staying at the same hotel or attending the same music festival.
Influencer has a large community, so any type of action or message that you want to convey about your nightclub, bar or restaurant, will have more reach and visibility, not only among your followers, but also among their friends, thanks to his recommendation.
Collaborating with an influencer specialized in nightlife, hostelry, catering or whatever sector you work in, with creative content, can generate conversions and mentions on social networks, which gives you the possibility of your brand going viral or becoming a trending topic.
For a business to be successful, it must generate revenue. An influencer recommendation has a direct impact on sales, because they have a great capacity of persuasion and if they invite their followers to visit the store, they will have no doubt in wanting to live the experience.
The positive opinions of influencers have a direct impact on the reputation of your brand or business. In addition, the mentions you make about the event, hotel, restaurant or bar, will help the positioning in search engines.
Advertising is invasive and repels customers, while creative and useful content attracts them, which is why influencers are so successful. Therefore, your entertainment venue can use them to attract them to your service
This strategy attracts more customers and generates more visibility, which provides a higher ROI compared to other techniques, as the cost is low when compared to the gains you get.
Reaching the right audience is very important for sales, because they are usually specialized in a certain topic or niche. If your business is a bar or nightclub, you will want to reach a younger audience, whereas if we are talking about hotels and restaurants, you can opt for a more varied audience.
In a second installment we will talk about how to make an Influencer Marketing campaign.