stoldt-et-al-2019-professionalizing-and-profiting-the-rise-of-intermediaries-in-the-social-media-influencer-industry

Introduction

  • Creative Commons License: Article follows CC BY-NC which allows non-commercial use and reproduction.

  • Overview: The study focuses on the interaction between travel influencers and destination marketing organizations (DMOs).

Background of the Study

  • Conference Details:

    • At the 2017 Women in Travel Summit (WITS), Wanderful partnered with Visit Milwaukee to provide experiences for attendees, including tours and yoga, alongside networking events.

    • Aimed to empower female travel entrepreneurs and influencers.

  • Role of Wanderful: Acted as both a conference host and a matchmaker, helping to connect influencers with brands and each other.

Objectives of the Study

  • To investigate:

    • The practices and norms of social media influencers.

    • The relationships between influencers and DMOs in the travel industry.

  • Research Significance: Offers insights into the structures and relationships influencing digital media across industries.

Methodology

  • Utilized in-depth interviews, observations at travel conferences, and document analysis.

  • Key Focus Areas:

    • Tensions between influencers and DMOs.

    • How these tensions affect promotional strategies and labor value.

Key Findings

  • Intermediaries:

    • Emerging entities that facilitate and manage relationships between influencers and brands.

    • Aim to professionalize and structure influencer marketing.

    • Defined as creating structured flexibility, allowing brands to meet campaign goals while catering to influencers’ needs for authenticity.

Role of Destination Marketing Organizations (DMOs)

  • Definition: Non-profit organizations that promote tourist visitation.

  • Functions:

    • Market specific destinations and provide consumer information.

    • Generate economic input by attracting tourism.

  • Challenges:

    • DMOs face constraints like lack of control over tourist experiences and branding complexities.

Travel Influencers and Their Dynamics

  • Definition and Scope:

    • Travel influencers as micro-celebrities who share personal experiences and engage their audiences.

    • Influencers engage in brand collaborations that leverage their relatability.

    • Interested in diverse niche markets such as fashion, beauty, and travel.

Influencer Labor and Value Assessment

  • Monetization: Influencers' earnings are often based on partnerships or free services, raising issues of fair compensation.

  • Aspirational Labor: Many new influencers work without pay, hoping for future monetization opportunities, which perpetuates an imbalance in the market.

The Shift from Journalists to Influencers

  • Historical Context:

    • DMOs traditionally relied on journalists for promotions, which involved structured itineraries and specific messaging.

  • Cultural Shift: Audience preferences have shifted towards influencers, seen as more relatable and authentic.

  • Operational Differences: DMOs need to adapt their processes to fit the flexible, content-driven approaches of travel influencers.

Intermediaries and Their Impact

  • Function of Intermediaries: Assist in negotiating contracts, monitoring influencer outputs, and managing campaigns.

  • Structured Flexibility: Framework developed by intermediaries allows influencers to fulfill brand objectives while maintaining audience engagement.

Conclusion

  • Industry Insights: Intermediaries play a crucial role in establishing professionalism in influencer marketing while balancing influencer needs and brand goals.

  • Future Directions: The study suggests further research should examine the voices of influencers in less favorable circumstances and how audience perspectives may shape the evolving landscape.

Authors' Information

  • Ryan Stoldt, Mariah Wellman, Brian Ekdale, Melissa Tully: Authors with academic affiliations to the University of Iowa and the University of Utah, focused on journalism and mass communication.