Influencer Brand Trips: Strategic or Tone Deaf?
Image Courtesy: nytimes.com
Influencers and influencer marketing have become a key component of the advertising and marketing industries. In fact, 26% of marketing agencies and brands revealed they spend 40% of their marketing budget on influencers, and another 22% stated they used at least 10% of their budget for influencer marketing.
Is it ethical for companies to be spending millions of dollars on influencers? Additionally, is it hypocritical for brands to hold brand trips costing hundreds of thousands of dollars, while also being dedicated to corporate social responsibility (CSR)?
What are Brand Trips?
Brand trips are just one small part of influencer marketing: the collaboration between a brand and online influencers to market a product or to improve brand recognition. Trips typically include flying multiple influencers to exotic locations where influencers can vacation and partake in photo shoots, all while posting content promoting the brand online. Companies have been known to spend upwards of half a million dollars solely on these trips.
Tarte, a cosmetics company, is well-known for their influencer brand trips. In February, the company hosted a brand trip to Bora Bora for 30 influencers who stayed in a resort, received free gifts, and participated in activities including makeovers, snorkeling, jet skiing, and partying.
Image Courtesy: Instagram.com
Tarte gave influencers the freedom to choose how and when they would post throughout the trip. In fact, influencers were not required to post at all if they didn’t feel inclined to do so. However, content was still released and influencers posted TikTok and Instagram content using the hashtag “#TrippinWithTarte.”
Strategic or Tone Deaf?
Though they may seem luxurious, brand trips were actually created to save money in marketing budgets. In the New York Times, Maureen Kelly, Chief Executive and Founder of Tarte said, “We found the investment in these relationships to be more valuable in the long term than spending millions of dollars on one-off media campaigns.”
Despite this reasoning, the showing off of free gifts, luxury travel, and complimentary, lavish experiences for already successful influencers can turn consumers off of buying from the brand. “I’ve been buying the same Tarte mascara and eyeliner for YEARS and now will be finding new brands because of that specific video,” one TikTok commenter said.
Many consumers have reacted negatively to content created around Tarte’s brand trip, such as those seen in the comments of this TikTok by influencer, Abby Bafoe.
Image Courtesy: TikTok.com
With the increased influencer presence comes decreased trust in the influencers themselves. Although brands stress that the purpose of trips are to form deeper relationships with influencers, the content created from these trips clearly has an alternative effect on their audiences’ behaviors.
“In 2024, anyone with an online password knows that the attractive person trying to persuade you to buy this or that cute sweater either got it for free or will receive a kickback from your purchase. The result is an increasing skepticism toward marketing campaigns that once seemed organic,” New York Times reporter, Madison Malone Kircher, wrote in an article.
Brands may be trying to solely form more relationships with influencers, but the seemingly staged content and artificial tone of these activities do not go unnoticed by consumers.
What is CSR?
In combination with audiences reacting negatively to brand trip content, the trips can also clash with brands’ corporate social responsibility initiatives.
CSR is defined as a, “self-regulating business model that helps a company be socially accountable to itself, its stakeholders and the public.” This can include environmental, ethical, philanthropic, and financial responsibilities that help promote a cause to better society and communities.
Tarte’s website emphasizes the brand’s dedication to CSR, but this matters less to consumers when such a strong emphasis is alternatively placed on influencer marketing.
Image Courtesy: Tartecosmetics.com
These causes have grown in importance with 70% of Americans now believing it is either “somewhat” or “very important” for brands to make the world a better place.” So, do brand trips clash with these CSR initiatives when large amounts of money are spent on air travel, food, accommodations, and activities that do not connect with audiences’ values?
How to Balance: Influencer Marketing and CSR
It is clear that influencer marketing remains a vital part of advertising and marketing. So how do we balance this with CSR?
First, we can work to align the goals of CSR and influencer marketing. Be sure to work with influencers that also share your brand’s values. Additionally, encourage the influencers you work with to share these values with their audiences.
A great example of combining CSR and influencer marketing is Dove’s “#ReusableIsBeautiful.” campaign. The campaign partnered with influencers to promote sustainable products that are in alignment with Dove’s CSR initiatives of environmental protection and sustainability.
Image Courtesy: Instagram.com
Also, balance your time. Do not spend too much time dedicated solely to working with influencers. Instead, dedicate additional time to social initiatives. Not only is it proven to be important to your audience, but it also makes a direct impact in society. CSR work creates change and makes the world better.
Lastly, listen to your audiences. It is okay to utilize influencers and social media. But is that the most effective way to communicate with your audience? Does your audience respond well to this type of marketing? By listening to our audiences, we can work to create an all together more effective influencer marketing strategy.
-Corey Peters-