Orland,
Insights within the research brief are drawn from data surfaced by BrandGraph, IZEA’s proprietary social intelligence platform. The platform is used brand marketers to identify, compare, and contrast momentum across brands, topics, and concepts in social media. BrandGraph leverages IZEA’s proprietary content classification technology and related datasets to categorize content across more than 10 million influencers and 1.2 Billion pieces of social content.
The study released today analyzes 241 travel and tourism industry brands -- including leading airlines, hotels, timeshares, and theme parks, among others.
Download the BrandGraph COVID-19 Travel Brief here: izea.com/covid-19/bg-earned-travel
Since the onset of COVID-19 the travel and tourism industry has seen a dramatic drop in the amount of organic brand content being shared on social media. Relative volume for organic (or “earned”) social media content mentioning brands has fallen by 92% from
“The travel and tourism industry has deeply benefitted from the rise of social media over the past 15 years,” said
“While travel companies have slowly increased the services being offered to consumers, there has not yet been a corresponding uptick in the sharing of organic content for these brands,” continued Murphy. “We believe many consumers are hesitant to share their travels on social media no matter the safety precautions they have taken for fear of judgement by others.”
A Jump for Sponsored Content in March
Unlike organic content, sponsored content has seen a slow but steady rise since
“Travel brands are slowly starting to invest in influencer marketing again. Marketing leaders are likely recognizing that they will need to allocate more of their spend to influencer marketing versus other forms of marketing near term,” commented Murphy. “Consumers simply aren’t sharing travel experiences as much as they used to, and that impacts brand awareness and consumer demand. We believe that travel brands will need to leverage influencers to get other travelers comfortable with sharing organically again. Influencers can assist brands to “prime the content pump” simply by sharing their own experiences with their audience. The potential return on investment from regaining volume and momentum of organic content far outweighs the cost of launching a large-scale influencer marketing campaign. The sooner that travel and tourism brands can reignite earned media, the faster the overall industry will recover.”
A Race to Capture the Travel Consumer Wallet
On
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Attachments
- Travel & Tourism Brand Content Trends
- Calculating Earned Media Impact of COVID-19
Martin SmithIZEA Worldwide, Inc. Phone: 407-674-6911 Email: ir@izea.com
Travel & Tourism Brand Content Trends
The overall volume of organic content mentioning travel and tourism brands continues to fall despite more business re-openings.
Calculating Earned Media Impact of COVID-19
Applying BrandGraph sample data to the broader global universe of social media users reveals an estimated monthly loss of $5.2 Billion dollars in earned media from people not sharing travel experiences.
2021 GlobeNewswire, Inc., source