I’m continuing to see influencer marketing as the top marketing tactic for local, cultural
attractions.
Influencer marketing is the perfect blend of authentic, unique creative combined with the targeting, a user-friendly interface, and massive audience of social media…
- The ‘ad’ doesn’t look like an ad
- It’s a cool video of someone doing something cool (like visiting your attraction!)
- With a few clicks I can buy tickets right now
While many attractions are already doing some influencer marketing, to really scale this
strategy, you need usage rights.
Securing usage rights means you have permission to use the influencer’s video content in your own ads.
Here’s what changes when an attraction secures usage rights:
They run a lot more ads on Instagram and TikTok
With usage rights, attractions run more ads with fresh, engaging content created by influencers.
This prevents the “content wear-out” effect that happens when audiences see the same ads too often.
Plus, content created by influencers consistently outperform traditional ads and in-house content, leading to higher engagement and ticket sales.
They proactively look to hire influencers that match their growth audiences.
Instead of waiting for influencers to reach out to them, attractions proactively find influencers who align with their growth goals.
If the attraction’s goal is to increase visitation among the local Hispanic community then they look to work with Spanish-speaking and bilingual influencers.
They negotiate, contract and pay influencers.
By seeing the value in influencer-created content (which often outperforms in-house material), attractions can justify paying influencers fairly when negotiating usage rights.
This leads to stronger, more professional relationships, where influencers become long-term brand ambassadors, providing a stream of high-quality content.
Securing usage rights allows you to scale influencer marketing into a powerful, measurable advertising strategy.
I dive into this topic on a recent episode of The Marketing Attractions Podcast – “Influencer
Marketing as Paid Advertising.”
