Influencers Get You Seen. Not Chosen.

And why it often disappoints operators

Read time: 4 minutes (shorter than most sponsored posts)

Let me guess.

You’ve gotten the email. Or the DM.

“Hi, my name is ___.”
“I have 47,000 followers.”
“I’d love to come experience your property.”
“Looking for a two-night stay.”

And somehow, that stay always lands during your busiest season.

Here’s what that request actually means on your side:

You’re being asked to give up real inventory.
Real rooms.
Real revenue.

All in exchange for a promise that usually fits into three sentences.

That’s not a complaint.
It’s just the reality of how fast this space grew.

I’ve seen hundreds of these messages. Some are thoughtful. Some are rushed. Some are wildly unrealistic. The strong ones stand out quickly.

And to be clear, this isn’t about bashing influencers.

I’ve worked with some excellent ones. The good ones are professional, prepared, and clear about who they are, who they reach, and why a partnership makes sense for both sides.

That’s where influencer marketing either works — or quietly falls apart.

The Algorithm Isn’t on Anyone’s Side Right Now

In 2025, social media doesn’t work the way it used to.

“Why did my likes disappear?” has basically become a support group.

I hear it constantly from marketing teams. For many brands, the shift felt overnight.

User behavior changed. Algorithms followed. Pay-to-play got louder. And platforms that once rewarded great photos now reward constant motion.

You didn’t get worse.
The game changed.

The Market Isn’t Broken. It’s Saturated.

Influencer marketing didn’t stop working.
It got crowded.

Every scroll looks the same:

• A new opening
• A “must-try” dish
• A “hidden gem” that is very much not hidden

The average guest sees hundreds of images and videos a day. Most get a second or two of attention. Very few stick.

The average Reel gets about three seconds.

That’s not because the content is bad.
It’s because attention is scarce.

I’ve spent hours filming and editing Reels. Then more time finding the right song. Three seconds all the same.

Humbling.

Here’s the part that actually matters:

Watch time isn’t the only signal platforms care about. They also look at:

• Interaction
• Reshares
• Saves
• Comments

Perfection doesn’t win.
Relevance does.

Content that feels human, specific, or useful travels further than content that just looks polished.

Social Media Isn’t One Place (And Your Guests Aren’t All There)

One of the biggest mistakes operators make is talking about “social media” like it’s a single room.

It’s not.

It’s a house with different rooms, filled with different people, behaving very differently.

Some guests discover brands on Instagram.
Some stay connected through Facebook.
Many actually decide after spending time on YouTube
Others passively scroll TikTok.
And plenty don’t rely on social platforms at all when making a choice.

They might scroll.
They might check in.

But it’s not where they decide.

Same restaurant. Same hotel.
Very different paths to a decision.

What Influencer Marketing Is Actually Good At

Let’s be honest.

Influencers are still very good at:

• Awareness
• Visibility
• Launch moments
• Reminding people you exist

They create a moment.
They add texture.
They can make your place feel current.

That matters.

But awareness isn’t the same as conversion.
And visibility isn’t the same as loyalty.

Where Influencer Marketing Breaks Down

Most influencer campaigns don’t fail because the content is bad.

They fail because no one agrees on the goal.

The conversation usually stops at:
“Come try our new dish.”
“Come see the space.”

Rarely does anyone ask:

• Are we driving awareness or bookings?
• Locals or tourists?
• One post or ongoing presence?

Without that clarity, everyone walks away disappointed.

A Quick Reality Check for Operators

Actually watch the content. More than one post.

Do they always sound glowing, or do they sound honest?
Are they specific? Observant? Willing to mention what didn’t work?

People don’t trust perfection.
They trust perspective.

A yes-man doesn’t build confidence.
It signals promotion.

And look past follower count.

Quick rule: High followers + low engagement = low influence.
Always audit engagement before committing to a partnership.

If You Don’t Set the Goal, Don’t Blame the Outcome

The best influencer partnerships I’ve seen weren’t complicated.

They had:

• A clear objective
• Defined deliverables
• Room for personality
• A real match to the brand
• A shared understanding of the target guest

They were built as relationships, not transactions.

One post creates a blip.
Consistency creates familiarity.

And familiarity is what makes people choose you later.

How to Partner Without Wasting Time or Money

Good influencer partnerships don’t start with follower counts.
They start with alignment.

Before saying yes, be clear on three things:

1. The Goal
Awareness, content, positioning, or traffic.
If you can’t name it, don’t do it.

2. The Fit
Does their audience actually resemble your guest?
Engagement over time beats reach every time.

3. The Exchange
What are you giving?
What are you getting?
Be specific. Clarity protects both sides.

The Reality Check

Influencers create awareness, not urgency.

They can introduce you.
They can’t close the deal.

If you’re a boutique hotel going for national visibility, larger accounts can make sense. Reach equals awareness. Structure those partnerships intentionally and balance national and local creators... but only if they align with your brand and guest profile.

If you’re a local restaurant, go smaller and go local. Look outside hospitality. Food, music, fashion, fitness, and culture creators often move the needle more than hospitality insiders talking to each other.

Guests are more likely to trust someone they chose to follow than someone who feels paid to approve.

If your service, atmosphere, and story hold up, influencer marketing amplifies them. If they don’t, it exposes the gap.

Buzz gets you seen.
Trust gets you chosen.

—

The Checklist
Reality checks for modern hospitality.
One ✓ before your next shift.

Coming up next:
Boutique Hotels Aren’t Small Big Hotels

— Back to service.