The luxury and travel field is completely infatuated with Instagram. How valid is this when compared with traditional PR? For example, we recently received an inquiry from a group of “influencers” for a press familiarization trip to a hotel we represent.
These Instagramers have followers of between 100,000 and 250,000. Meanwhile, we are hosting an editor from Travel & Leisure, which has a print magazine circulation of one million and an online readership of 28 million.
So, here’s the question: which numbers do you think are bigger? Obviously, Travel & Leisure audience reach is larger. And yet, everyone wants to know, do you know influencers? Yes, we know Instagramers and work with them. However, we also have relationships with editors and reporters from The New York Times to The Wall Street Journal.
Everyone Wants High Google Rankings
When we place a story for a client in one of these outlets, Google ranks them as “Domains of the Highest Authority.” Therefore, when someone is looking for a hotel in the Caribbean, an article we have placed in one of these top outlets comes up first in a Google search.
When one scrolls through your Instagram feed, one generally spends less than a second on each image. However, if you are looking for a trip to the Alps and we have secured an article on Alpenwild, our client, what comes up first in your Google search is an article in one of these top publications.
While we wholeheartedly believe that social media channels are important to your brand, it is important to keep in perspective the relative value of them versus traditional public relations.
Since many brands rely on influence and marketing to attract potential customers, they should keep in mind they are often reaching a fragmented and split-second attention from this target market.
So the question for many brands becomes, how do we decide what is best for our communications mix?
Abelow PR, a lifestyle and travel PR firm located in the media capital of the world, New York City, is happy to discuss with you how to set up a PR and social media campaign with influencers that will target your market.