On social media, native advertising taps into the power of word-of-mouth to capture the benefits of brands and products created by a trusted source, providing a more pleasurable experience for consumers and a more powerful marketing solution for businesses. Is the next generation of native marketing - influencer marketing – set to become a big thing? According to Business Insider Influencer marketing spend on advertising is poised to grow to $5 - $10 billion by 2022.
Gloria Atanmo, a top travel influencer provided a behind-the-scenes picture of the influencer marketing industry in a special guest lecture at Leeds Business School. Founder of The Blog Abroad, Gloria gathers over 100K social media followers across social media platforms. As a full-time story-teller she creates influencer marketing campaigns for companies such as GoPro and Skyscanner. Gloria describes herself as a digital nomad who wears many hats, including a graphic designer, photographer, social media influencer, writer, content producer, editor, and negotiator.
In this lecture Gloria discussed some fascinating aspects of influencer marketing and her own journey to become a top social media travel influencer. The lecture was attended by more than 100 students, academics, professionals and practitioners and it was a dynamic and interactive experience with plenty of questions from the audience at the end of Gloria´s presentation.
Following the lecture many participants took the opportunity to talk to Gloria and find out about her book ‘From Excuses to Excursions: How I Started Traveling the World’. As a social media influencer with a large following, Gloria has reached the status of micro-celebrity among her followers. One of her fans brought her book to get an autograph and another of her followers flew from New York just to come to the lecture!