It’s easy to say the influencer with the largest audience will be the most engaged. This week’s look at the consumer engagement with social media content of Travel influencers during 2018 Q1 illustrates how incorrect such a statement can be.
Again, data is supplied by Shareablee to PR News exclusively.
While it’s true British Travel influencer Louis John Cole, aka FunForLouis, has the largest audience and is ranked number one in our list (see chart), influencers with smaller audiences can be factors in this top 10 list.
For example, look at number 8 Anna Pastukova, who has a relatively small audience and few posts, yet she tops Alivia Latimer (number 9) and Nathalie Van den Berg (10) on the strength of her 4K consumer actions per content.
Ditto Maja Malnar (number 3), whose audience is less than half that of number 4 The Blonde Abroad, aka Kiersten Rich of CA, yet Malnar’s consumer engagement tops Rich’s and Malnar posted about half the amount of content as Rich.
Consumer Engagement Up
In contrast to several sectors we’ve examined this year, Travel’s Q1’18 was nearly all good.
Travel influencers generated 25 million consumer engagements across Facebook, Twitter and Instagram during the quarter, which was an uptick of 2% year over year, says Shareablee’s Ron Lee. The only negative was it took Travel influencers 15% more content year over year to achieve the 2% growth in engagement.
The category saw a 46% increase in shares and 10% increase in videos posted, Lee says, leading to a 36% increase in consumer actions with videos and a 163% rise in video views. Facebook and Twitter, which generated 7% and 1% of engagement, saw a decrease in consumer engagement. Instagram engagement rose 9% despite a 9% drop in content posted.
As we noted FunForLouis dominated, yet his content posted was off 36% year over year, leading to lower figures in consumer engagement, video engagement and shares, Lee says.
Carin Olsson, a native of Sweden living in Paris, takes #2 with 1 million consumer actions, though content posted was off more than 40%, with a 45% drop in consumer engagement.
