This month's newsletter is all about ✨content creators✨. While some critics argue that influencer marketing is difficult to measure, the truth is—it’s absolutely trackable. Metrics like engagement and click-through rates, website visits, earned media, and other conversion metrics all provide insight into a partnership’s success. Whether your goal is to boost brand awareness or drive direct sales and bookings, influencer marketing helps get your message in front of the right audience in an authentic way.
People are more likely to trust a recommendation from someone they follow and admire—just like they would from a friend. And when creators have a genuinely positive experience, they often continue to share about your brand, even beyond the paid collaboration. It’s a win-win!
Furthermore, the key to successful influencer marketing isn’t just a single paid campaign—it’s about building long-term relationships. You’re not just earning the trust of the content creator, but also their audience.
When a collaboration falls short of a true partnership
A real partnership is built on mutual trust and respect. Unfortunately, many creators still aren’t receiving fair compensation for their work. Influencer marketing is an investment, just like running paid ads or hiring a social media team (hey, that’s us!). To get the best results, brands need to prioritize fair pay, foster positive relationships with their creators, and have faith in the process.
How to find the right content creator
It’s not just about finding accounts with high follower counts. Here’s what to focus on when choosing a creator for your brand:
✔ Audience Alignment – Do their followers match your target audience?
✔ Content Style – Does their aesthetic and messaging fit your brand?
✔ Engagement Rate – Are their followers actively engaging with their content?
How to be a better brand partner
✅ Be Transparent – Clear communication on expectations, budget, and payment is key. A report from SproutSocial found that 59% [of influencers] prefer [to work with] brands with clear budgets and payment structures.
✅ Allow Creative Freedom – You’re hiring them for their expertise—trust them to recommend the best way to connect with their audience. Bottom line: have an open mind throughout the creative planning process.
✅ Be Open to Different Creators – From macro to micro-influencers, foodie bloggers to adventure seekers, the right fit isn’t always the one with the biggest following. Prioritize quality and alignment over viral status.
Save the Date: Creator Network Meetup – July 19
Good news! If you’re looking to grow your network and connect with professionals in the travel and tourism space, the Creator Network Meetup is the place to be!
Join us on Saturday, July 19, in Happy Valley, PA for a day of learning and networking. We’ll kick things off with a professional development session, then wrap up with a casual networking hangout—complete with snacks and refreshments. This event is open to both content creators and destination brands.
Sign up for our email list below to be the first to hear about ticket pricing and event details!
