The future of travel influencers – questions no one seems to be asking


"Learn to become an influencer."

Could this be among the most foul-smelling ads on social media today? The irony of other "influencers" charging a price for supposedly teaching others their secret ways. The very word influencer comes from someone who has influence. This, IMHO, cannot be purchased. We develop this over time by building loyalty and trusting an audience that respects its opinion.

However, in 2020, there seems to be a decreasing number of people online who think that becoming an influencer is a dream lifestyle. Five years ago, being an influencer seemed like a dream, however, as with almost everything that looks good in this world, space is crowded with more supply than the public or the market sees necessary until the definition of success, based of course on the first early adopters' success in what was previously a niche becomes difficult to obtain.

The origins of this phenomenon date back to "Tulip Mania" in 1637 which is considered by many to be the first speculative bubble. The price of a Dutch golden age tulip reached the annual salary of a 10-year-old craftsman. Then, like every bubble, it burst. The reality of the actual and relative value of tulips was not even a fraction of what the market attributed to them.

I myself am a former investment banker and have seen first-hand, albeit on different scales, how speculation can lead to poorly valued and extorted markets.

Recently, we have seen mortgage-backed securities, Bitcoin and fintech become speculative markets. Are social media influencers the next bubble?

Five years ago, it seemed like being an "influencer" was one of the best jobs in the world. Travel the world, get it all for free and get paid for the luxury of this fantastic lifestyle, in a nutshell. It seemed like a great way to live a life that seemed almost easy. Many people leave office jobs and stable but relatively mundane careers in search of a term now known as "Instafame" (some degree of fame on Instagram).

Certainly there was and there will always be a market for it. Individuals connecting brands, companies and destinations. A real take on what was good in the world. Some very talented photographers have played the social media scene well, with influencers gaining real influence in certain situations by creating dedicated follow-ups. The audience wanted to live this life and some influencers became adored.

But then something went wrong. Very bad. Everyone tried to do it. From small businesses to your daily life taking pictures of landscapes, everyone wanted more status and fame on social networks. However, the commodity that remained constant was the weather. The time of peoples.

So the content started to look like, and the early pioneers of being an "influencer" on social media (these photos of the Bali bathtub and the beautiful photos of the infinity pool) became sort of a model for many, many others crowding into space.

In other words, not everyone can be extraordinary, otherwise it just becomes ordinary. A potentially dangerous and even delusional idea that people believe that someone would care more about their beautiful image by the pool above millions of others on social media is the most dangerous precedent that can be established for young people today.

It has come to a point where some young adults now want to be an influencer in their careers, without stopping to think about what it actually means. How to use this influence to be different, inspiring and above all influential? It is not limited to taking a photo and reflecting on the mission accomplished after the editing.

With a seemingly endless supply of influencers in 2020, the bubble has grown to such an extent that we are now shown advertisements that should now teach someone “ how to be an influencer '' & # 39; which, in my opinion, cancels out the whole aspect of what that word stood for.

Positive toxicity on social media now means that a lot of people will positively rate something, which may indeed not be good at all, simply because they received it for free or from it. money. With such a pool of influencers to choose from, many companies will be able to get as much and as much feedback as possible.

Does this mean that what you see is detached from reality? Perhaps. Some airlines have recently been found guilty of a halo effect with influencers. Promote a good business class product on what is a niche and an inconsistent part of their fleet. The product announced by some influencers will certainly not be the one on which 90% of passengers travel. Would this be considered false advertising? However, it may be the sad situation of an overly saturated market that many people on social networks will now say extraordinary things for payment. Do many of these influencers have a say in what a good business class seat is in the airline industry and regularly test many products impartially around the world? Maybe not.

Unfortunately, this only dilutes the real and real influencers on social networks. Those who did not necessarily want to be "famous" but who have a great story to tell, transmit informative and educational content on travel, or have a skill where Instagram allows them to get their message across.

With so little differentiation between a large amount of content seen on social networks, standing out is almost impossible, but more than ever, campaigns that seek to profit from the sale of ebook courses "how to be an influencer" seem more widespread than ever.

These “dream” lifestyles portrayed on social media, which are actually lived from paycheck to paycheck, are perhaps about to end for many who thought it was an easy and profitable "career". We hope that those who prevail will be those who have a true and inspiring message, and they will probably be those who use social media as a subsidiary platform to convey their skills, talent or message, not as a platform only in search of glory. .

Personally, I think in a few years we might start to see disturbing gaps in the resumes where people tried to make an "influencer" but had to resume a career when the bubble burst. The offer is not so extensive that the public wonders what they consider to be fast and disposable content. Hearing is always the value of anyone and if a lot of people seem identical, the hearing will be turned off.

The bubbles always get bigger just before they burst. Prepare the pin.

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