Santa Rosa County in Florida has been strategically utilizing influencer marketing to promote tourism at Navarre Beach. According to the U.S. Bureau of Labor Statistics, there were about 50 million content creators in 2021, marking a significant growth of social influencers which businesses are now leveraging for advertising.
Navarre Beach has been capitalizing on this trend for about three to four years. Influencers are seen as a powerful tool because they have the capacity to connect authentically with their audiences. Navarre Beach’s efforts are coordinated by Santa Rosa County Tourist Development Director, Julie White.
According to White, content creators enable Navarre Beach to reach diverse audiences via trusted individuals who are already sharing their interests and experiences. The tourist development team chooses one influencer at a time, factoring in specific goals, interests, geographical location, and the size of their following.
The chosen influencers come at regular intervals and stay for two to three nights, during which time they are tasked with creating a specific array of content. Compensation for their efforts varies, with the influencers’ follower count and the nature of the content they produce being significant influences on what they get paid.
The effectiveness of this strategy is measured by keeping track of the influencer’s social media pages and sharing their posts, thereby gauging the level of audience engagement and reach. White revealed that their recent strategy resulted in 4,800 engagements, demonstrating the extensive reach and engagement power that influencers can generate.
The Tourist Development team is planning to collaborate with one or two more influencers in the coming year, creating even more opportunities to spread their message and foster trust from potential visitors. Specific choices have yet to be made regarding who these influencers will be.
Source: Santa Rosa County uses influencer marketing to promote Navarre Beach tourism.
