Bloggers and influencers are increasingly called upon to promote brands.
They are establishing themselves as a new vector of communication.
What kind of relationship should you establish with an influencer to promote your brand?
Bruno Maltor, Founder of Votre Tour Du Monde, and Alex Vizeo, Founder of the VIZEO.net blog, provide the answers .

Different levels of partnership exist between the brand and the influencer.
Let’s take a look at the good and bad practices involved.
Because, although the subject is a little taboo, there is a real commercial link that enables influencers in the travel and tourism industry to exist, and brands to reach a qualified audience.

Today, the practices exist, and they can be counted on the fingers of one hand: content creation in exchange for one or more services offered, advertorials, and finally both, i.e. a service offered and remuneration in exchange for the content produced.
But make no mistake: the false good idea of creating content in exchange for one or more services offered is not the best practice.
It has several disadvantages: it tarnishes the work of influencers who make their living from this passion, producing ultra-quality content for a very sensitive and loyal audience.
Furthermore, for the brand, this approach doesn’t guarantee a win-win partnership and can leave the door open to under-qualified production.
Who’s to say that the content will be produced on time, in keeping with your service/product, or in keeping with your marketing and sales objectives?

The opinion of blogger Bruno Maltor, Founder of Votre Tour Du Monde

“First of all in the aspect of the commercial relationship with the brand, what I like in the first contact is that they take care to find out about my work and that they respect my tone of communication and the editorial freedom of the blog. As opposed to an e-mail that’s not at all personalized, which will end up in the garbage can. The relationship between the influencer and the brand is essential, and I make it a priority to respect the objectives of each person’s work. I’ve been blogging about my passion for travel for 4 years now, and from the very beginning, I’ve kept this ethic of wanting to build high-quality content from my various partnerships in exchange for remuneration. It’s a guarantee that I’m putting my experience to good use, through a much greater commitment to conveying a real-life experience to my community. Today, this work is valued with a community of over 200,000 followers and almost 2,000,000 page views on my travel blog in less than 6 months this year. What’s more, without this commercial aspect, I wouldn’t be able to make a living from my passion, which is to make my community dream and inspire them.”

The opinion of Vlogger Alex Vizeo, Founder of the VIZEO.net blog, video travel around the world

“Today, the huge advantage for a brand of working with an influencer is to collaborate with someone who is both a content creator (photo, editorial, video) but also a media distribution medium to a highly captive audience.
In the same way that we pay a videographer or photographer, or buy advertising space in a newspaper, on television or on a website, we’ll do the same with an influencer.
But what saves time and money is that everything is managed from A to Z by the same person.
The result is greater efficiency and consistency in the communication strategy.

What’s more, an influencer has a relationship of trust with his or her community. They do their best to advise, help and guide them in their chosen field. When an influencer decides to promote a destination/brand that he or she believes makes sense and brings added value to his or her followers, it’s certain to have a major impact and engagement with that destination/brand. This “recommendation” by an influencer comes at a cost, both in terms of preparing the partnership and implementing it. I would add that it’s also important to bear in mind that a good influencer must remain true to his principles and positioning to remain legitimate and objective in his sector.”