Travel & Tourism: Influencer Marketing and Coronavirus

$5.2B Monthly Loss of Earned Social Media Value

Since the onset of COVID-19 the travel and tourism industry has seen a dramatic drop in the amount of organic brand content being shared on social media. Relative volume for organic (or “earned”) social media content mentioning brands has fallen by 92% from February 2020 to March 2021, markedly reducing the volume of ‘free’ social media exposure that is normally afforded to travel and tourism brands. IZEA estimates that the global impact on travel and tourism brands is $5.2B in lost earned media per month, assuming an average value of $20 per post.

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