Travel blogs are a great way to help plan a trip. From information to inspiration, nearly every destination has many bloggers like ourselves writing about their adventures in amazing places. You may follow your favourite bloggers on Instagram, Facebook or Twitter. There is nothing wrong with this (please don’t unfollow us) but take a moment and keep reading so you can properly understand how you are being leveraged.
This week, an Irish hotel owner hit the headlines for publicly “shaming” a blogger who wrote asking for a free stay for an upcoming trip to Dublin in exchange for “exposure” (link). The blogger/YouTuber describes her job as a “social influencer”. In a recent video about the controversy, she explained to her audience how it works. Companies that share her target demographic give her free things in exchange for exposure on her social media. She posts on Instagram or features it in a Youtube video and she’s fulfilled her obligation.
Now there is nothing wrong with advertising, right? Celebrities often appear on our TV screens trying to sell us products they have been paid to promote. The problem with social influencers and bloggers, is they are rarely upfront about why they are giving such recommendations. It makes it very difficult to discern what advice they are being paid to give you, and what advice is from their own experience.
For example, you may be reading a blog post: “The Top 10 Things to Do in Riga.” The blogger is likely going to pick a mix of non promotion related things as well as stuff they have a deal to include (for their benefit not yours). Their fancy restaurant recommendation maybe in exchange for a free meal but the War museum is a genuine tip. Oh, they have recommended a tour that they took, was it free? Did they pay? It’s easy to recommend something when you are not paying the €45 that everyone else has to pay.
The now infamous Fyre Festival is an example of when “social influencers” get it wrong. Organisers paid Instagram influencers thousands of dollars to promote this “luxury” festival in the Bahamas to their followers. The lowest tickets cost $1500, the highest was a $400,000 pass which included a dinner with a performer. It was an amazing social media campaign with hundreds of young people flying over for the “exclusive event”. What met them was nothing short of laughable. They were to stay in disaster relief tents, were served shockingly bad food, the performers cancelled and the festival didn’t go ahead. There is currently a class action lawsuit against the organisers.
To pull it off, they did what any good marketer does nowadays. They chose the most influential, beautiful people on Instagram with the most followers, and they offered them money to post about their festival. These “famous on instagram” people are doing very little due diligence (if they even know how to) so their influence is basically sold to anyone willing to give them money.
I’m not saying brand/blogger/influencer relationships are all bad. I’ve seen it done right. You just need to realise that even the smallest travel blogs may be in a rush to monetize and the recommendations you are seeing may not be for your benefit.
I briefly worked for a bank in the UK, part of my job was to sell the upgraded, premium bank accounts. No matter what the customers personal situation was, I was to talk it over with them and then recommended the gold account as the best options for them. You see? I pretended I was an expert, by looking over their accounts to give them tailored advice, only to come to the same conclusion every single time.
These bloggers start out with the deal, the place they are obligated to sell and then work that backwards into a post to make it seem like they found the perfect recommendation. It’s fundamentally dishonest. I hated that job at the bank, just as I hate this part of travel blogging.
At what point is a fine tuned sales pitch hidden as a blog post acceptable? Disclosure? Can a review be honest when the product you are reviewing has been given for free?
Small travel blogs like ours get contacted by many companies, I can only imagine what big influencers are getting pitched. What part of the YouTube video you were watching has been paid to be included?
Full disclosure, we have been guilty of this, we are not innocent. When we first started out blogging, you read how bloggers can make a living from their influence. How companies are waking up and working with bloggers more and more. Every single time we delved into it, we didn’t like the content that came from it. It just wasn’t us. We pitched for a free stay in Borneo (https://global-goose.com/treetops-jungle-lodge/).
The stay was fine but I consider it one of our worst pieces of content. I’d have rather paid the $30 per night and felt less dirty about the whole thing. My current wallet is a freebie, I wrote about it here: https://global-goose.com/product-review-bellroy-travel-wallet/ . The wallet is fine, but the content is out of place for our blog. It has a tenuous connection to travel, but because it was offered, it seemed like an easy deal.
We have tended to steer away from this sort of content as much as possible. Companies have been in touch wanting us to get involved with “Travel Blogging Courses” so we can encourage you the reader to pay money so you can travel “just like us”. Some of the courses seem more legitimate than others. We’ve never been on a travel blogging course and we don’t believe you need to pay money to learn how to become a travel blogger.
You may notice when travel blogs give advice on travel insurance they will include a link. It’s usually to World Nomads. We have used them ourselves and they are fine. They are rarely the cheapest and I don’t know enough about travel insurance to recommend them as the best. Yet, others do. This is because they have a very good affiliate program, bloggers can make more commission recommending them than they can others. You are not being recommended this company based on their performance, but based on their commission rates. The bloggers here are wolves in sheeps clothing, because they tend to hide this commission link in a post where they give some legitimately solid travel tips and gain your trust.
Lastly I’ll give an example of where it can go wrong and a sense of what we are dealing with from a bloggers perspective. This post is from 2012, the same year we did our one and only free stay. The blogger tells of her recent experience in a “blog house” a shared accomodation situation in which experienced and successful bloggers lend their time to the newbies. She has had it drilled into her that her blog and her audience are a commodity so she should milk it for everything it’s worth. She arranges a 5 night free stay at a 4* hotel in Spain, only to realise after turning up that she doesn’t have the budget to eat there without getting free meals, town is too far away. She ends up hungry and miserable, regretting that she apparently sold herself short and didn’t push for a meal plan, ultimately using her “blogging influence” to obtain a free meal in the restaurant.
What did the hotel get in return? That post, a post that doesn’t even mention their name, that’s good exposure right? A post in which a blogger wallows in the misfortune of her own making. The sense of entitlement is shocking. This, as I see, is an attempt from the blogger to “get back” at the hotel for not giving her more free meals. She fulfils her obligation as an influencer, in an aggressive way, despite being given a nice meal and a 5 night stay. The audience this is influencing has no interest in this. It’s not for them you see. The deal was only for the benefit of the blogger and the hotel, the readers are the one who get nothing out of it. At least she is honest, it’s a blog post for sale. The insight into her mentality is what I took away from it.
The post above is an old example, I’m afraid it isn’t getting any better. The blog groups I am involved in obsess over monetisation and working with brands. The content, the advice isn’t priority, it’s the deal.
DISCLAIMER: I want to acknowledge that there are some great travel blogs out there, blogs that accept free stays and products in a responsible fashion and blogs that won’t compromise their views based on what they recieve from companies. This post is to show the nasty side of it, the darker inner workings that are happening on a daily basis among the many social media and blog channels we all follow.