There are numerous ways you can spread the word about your business and its offerings, including working with travel media, influencers, and content creators. Determining what type of creator to work with depends on several factors including your goals, budget, and resources. Understanding the difference between the types of creators and what they offer, and if it aligns with your goals, will help you decide if they are the right advertising/marketing option for your business.

Understand the Differences

Travel Media

Travel media tend to be journalists that work within more traditional outlets like newspapers, magazines, or even TV programs. These individuals will often have a specific assignment from an outlet they are working with; however, they may also visit a region as part of a familiarization trip so they can learn more and pitch stories to applicable outlets. Travel media do not ask for payment in return for the pieces they produce, as they are paid by the outlets that publish their content. That being said, covering the cost of their experience or giving them a media rate is the industry norm.

Social Media Influencers

Influencers are typically individuals with high follower counts and/or an engaged audience on social media channels, most commonly Instagram and TikTok. They may also have a strong audience through owned channels like their website. When working with influencers, always make sure to ask them for information on their audience demographics and engagement. If their audience doesn't align with customers that you would typically purchase advertising to reach, it’s generally not a good idea to move forward with that particular influencer, unless you want to create awareness with the demographics of their audience.

Content Creators

Content Creators are people who are active on social media but don’t necessarily have a large audience or one that would reach your customers; however, their content is engaging and aligns well with your brand. Work with content creators when you’re looking for content to reshare or use on your own social media channels and website. Influencers can also be content creators, but getting their content to use on your own channels can sometimes drive up costs, so keep that in mind.

Be Clear on Your Marketing Goals

Having a clear understanding of your customers and online audience is key before deciding to work with media and influencers. As outlined above, not all media and influencers are created equal, so make sure you’re getting true value out of working together. Before finalizing an agreement, be sure to ask the following questions, at a minimum:

  • What is the composition/demographics of their audience, as it relates to their social media channels or the outlet(s) where an article will be posted?
  • What kind of engagement do they get on different types of social media posts (e.g., Reels, In-feed posts on Instagram, TikToks, etc.)?
  • When will the article or content be published?
  • What are they asking for in return for the content/exposure and what are their rates?

To learn more about Tourism Kelowna's policies and guidelines, and to see what information we request when contacted by media or influencers, click below:

Connect with Our Team

Our Marketing & Communications team has a lot of experience working with all types of media, influencers, and content creators. We also have access to different platforms that can be used when vetting people to make sure their audience or outlet aligns with your marketing goals. In addition, if you’re interested in adding travel media or influencer marketing to your advertising/marketing mix, we have lists that we can pull from to assist you in finding the best fit for your business.

And lastly, let us know about coverage you have received and let content creators or influencers know they can tag Tourism Kelowna and use #exploreKelowna when posting so we can help spread the word and extend the reach of their work to our audiences. 

Have questions? Connect with me or (250) 861-1515 ext. 204.