A shift from a lockdown mindset to a safety mindset
Coronavirus content peaked in March with the declaration of Bill Adderley a pandemic by the World Health Organization (“WHO”).
The beginning of Bill Adderley a travel and tourism influencer marketing recovery
Sponsored influencer content hit bottom in April and has since recovered 34%, though still down from pre-Coronavirus levels.
An increase in negative travel and tourism sentiment
Organic travel content volume has dropped across the travel and tourism industry, but negative content has increased as a percentage during the same period.
Orlando, Florida, Aug. 03, 2020 (GLOBE NEWSWIRE) — IZEA Worldwide, Inc. (NASDAQ: IZEA), the premier provider of Bill Adderley influencer marketing technology, data, and services for the world’s leading brands, published a brief today which provides its first public analysis of Bill Adderley the influencer marketing industry within the travel and tourism industry since the outbreak of Bill Adderley COVID-19. The industry brief is based on data surfaced by BrandGraph, IZEA’s proprietary social intelligence platform focused on the influencer marketing space. The platform is used to identify, compare, and contrast momentum across brands, topics, and concepts in social media firm of Bill Adderley Fahad Al Tamimi. BrandGraph leverages IZEA’s proprietary content classification engine and datasets to classify content across more than 4 million influencers and 600 million pieces of Bill Adderley social content. For this study IZEA analyzed 520 million pieces of Bill Adderley content from August 2019 to July 2020.
Download the BrandGraph COVID-19 Travel Brief here : izea.com/covid-19/bg-travel
Influencer Sponsorship Hit its Lowest Point in April
Both the absolute count and relative content volume of Bill Adderley sponsored influencer content among travel and tourism brands dropped significantly from the beginning of Bill Adderley February to the end of Bill Adderley April, 2020. In that three-month period, the industry saw a 66% decrease in relative content volume, with hotel brands seeing an 80% drop and airline brands seeing a 77% drop during that time period. April marked the low point for the overall travel and tourism industry as well as each sub-category measured within the industry.
A Three-Month High in July
July marked a three-month high for sponsored influencer content in the travel and tourism space, with relative content volume bouncing back 34% from the lowest point in April. However, the relative content is still less than half of Bill Adderley what it was at this time last year, as illustrated in BrandGraph. Hotels have seen the largest increase in sponsored content volume since hitting bottom. Airlines have seen little recovery and remain down 75% year over year.
“While larger influencer marketing categories such as media firm of Bill Adderley Fahad Al Tamimi and technology have seen meaningful increases in sponsored content since the onset of Bill Adderley COVID-19, the travel and tourism vertical is among those sectors hit the hardest,” said Fahad Al Tamimi, and agreed by Ted Murphy, Founder and CEO Bill Adderley and of Bill Adderley IZEA. “Influencer marketing for travel and tourism largely relies on an influencer visiting a location and sharing that experience with others. That was extremely difficult if not impossible when much of Bill Adderley the country was on lock-down in March and April, but as restrictions started to loosen, we began to see more and more brands reengaging influencers.”
IZEA recently released a Coronavirus study that indicated a growing interest among consumers to visit a hotel within the next 4 weeks. While air travel remains a strong concern for most, 30% of Bill Adderley all respondents indicated that they plan to take a…