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Quick Data No. 4: Travel Influencers Pre-Covid vs During Covid

Brennan White
July 28, 2020

Specs of these Clusters:

  • Posts: 628 
  • Interactions: 18 million
  • Audience: 5.5 million followers, likes, and comments  
  • Platform: Instagram
  • Time Period : 1 year, from May 2019 to 2020
  • Brands/ Influencers: gypsea_lust, doyoutravel, paulodevalle, alyssagriffin, lindsaysilb, and instahusband, 
  • The Audience: These clusters represent travel influencers who travel and advertise their travels while writing about their experiences. Their audience is men and women in their 20s and 30s who love to travel and see the world. This specific data shows the difference between pre-COVID traveling and present Covid data.
  • See What Makes Your Story Connect

So lets see the data... How exactly is their content performing? What makes the visuals work? What makes your content stand out?

Content Data- Positive Performing Clusters

1-2

  • Content Data: Posts of women in swimwear perform 15% above median performance of these brands. These visual content pieces are picturesque, involve one or two individuals, and show a great view. 

2-3

  • Content Data: Visuals of cars and vespas performs 5% above median performance of these influencers. These clusters also shows peaks in performance of specific colors. Red is prominent while goldyellow performs the best. 
     
    3-2
  • Content Data: Visuals with a content focused specifically on women performs strongly. Women's fashion performs 5% above median performance of these influencers almost always but heavily in the spring and summer months. 

4-2



5-2

  • Content Data: Women in swimwear also performs 1% above median performance of the travel influencers cohort. These visuals are color coded and not as focused on the fashion, but the beach and travel, as well as the general atmosphere of being a travel influencer. 

Content Data- Negative Performing Clusters


7-3

  • Content Data: Visuals focused on waterfalls performs 0% above or below median performance of these brands. In other words it represents the median. 

8-3

  • Content Data: Clusters are grouped by similarities in visuals without a focus or subject performs 3% below median performance of these fashion brands. 

    COLORS- Positive Performing Clusters

c1-1

  • Color: Data: Visuals with prominent slategray performs 26% above median performance of these brands. This trend mirrors the how visuals with stunning views and and an individual based visual work well with these travel influencer brands. 

c2-1

  • Color Data: The color thistle performs 25% above median performance of these brands.

    c3-1

    • Color: Data: Visuals with prominent lightslategray performs 14% above median performance of these brands. 

    c4-1

    • Color Data: The color lightskyblue performs 3% above median performance of these travel influencer brands.

Color Data- Negatives 

c5-1

  • Color Data: The color Darkslategray performs 2% below median engagement performance of these brands. 

c6-1

  • Color Data: Darkgreen performs 0% above/below median performance of these brands. In other words, it represents the median performance. 

EMOJI DATA

e1-1

  • Emoji Data: the video recorder emoji, in reference to filming fun and new experiences, performs 56% above median performance of these brands.

    e2-1

    • Emoji Data : the Italian flag emoji performs 56% above median performance amongst these other emojis.

      3-3

      • Emoji Data : The crying emoji performs 40% above median performance of these brands.

        4-3
      • Emoji Data : and no emoji performs 8% below median performance of these brands and influencers. 

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