Businesses are sparing no expense to get the perfect ‘gram as Instagram influencers continue to dominate on social media.

Beauty brands often whisk influencers away for lavish, all-expenses-paid vacations, and the iconic tropical #trippinwithtarte blogger holiday is a literal who’s who of the makeup world.

 

As you can imagine, influencer brand getaways take a ton of planning and behind-the-scenes work. The perfectly curated experiences are planned down to the finest details, making sure every moment is a backdrop for the perfect shot.

“But if you’re anything like me, you’re probably wondering, “How much do influencer trips like that actually cost?” How much are brands honestly spending to ensure that 20 big-name Instagram stars are photographed holding — and using — their products while posing “casually” by the beach?” mentioned at Revilist.com

 

Revilst.com have done a pretty perfect research on those exclusive influencer holidays.

Companies like RevolveBenefit, and Boohoo are taking small, highly curated groups of Instagram influencers on vacations to benefit from their significant and relevant followings. They’re creating an experience, cultivating the new cool-girl lifestyle, and inviting audiences to follow along on the adventure.

Revolve’s most recent trip to Utah included an impressive group of A-list influencers, including Aimee SongShay Mitchell, and Rocky Barnes. Photos from the trip include the company’s vacation hashtag #RevolveAroundTheWorld, which has currently been used on over 20K posts.

Instagram Influencers start the week by hopping on a private jet, en route to their dreamy destination. The team at Revolve is skilled at coordinating picture-perfect moments — and it’s all about location, location, location. Every single spot serves as a scene for an image that will be potentially seen by millions of Instagram users.

Finders Keepers hosted six influencers at the Mandala House in Canggu, Bali for four days. Husskie shared the weekend itinerary, mapping out the days by the hour, making sure the brand got the most out of their investment:

 

Alle Conell took the brand’s (Tarte) three most recent blogger vacations, added up the cost of literally EVERYTHING, averaged it out, and got a number.

 

Luxury flights: $192,000

Both Elnaz, her husband Hamid, and Mariam flew Emirates first class from Dubai to the Maldives, a trip which costs an average of $20K per person ($9.5K there and $9.5K back). So just to get these two bloggers (and one partner) there was around $60K.

 

Based on this, we can definitely assume that other influencers are being treated the same luxurious way. Assuming Tarte takes nine bloggers on vacation (their usual roster is between six and 12), and that seven of those take significant others or friends, that’s 16 business class flights. A business class flight from LAX to Tahiti — often the first stopping point — is around $12K per person. Added all up, airfare may cost $192,000.

 

Private charter plane: $12,000

Past vacations have taken influencers to beautiful tropical destinations like Bora Bora, Turks and Caicos, and Kauai. On the Bora Bora trip, Tarte hired a charter plane to take its 12 VIPs from Tahiti to the final destination.

The flight time from Tahiti to Bora Bora is just under one hour. Based on the five quotes from different charter agencies, hiring a plane that size for that flight would cost an average of $12,000.

 

Insane hotels: $80,000+

Past hotels have included the Ayada Maldives Resort, One & Only Resort in the Hayman Islands, and the iconic Four Seasons Bora Bora.

Laura Lee, confirmed that on the Bora Bora trip, the influencers all stayed in the overwater villas that look “just like on Pinterest.” Her vlog showed her staying in the one bedroom suite, which costs $2K per night. Assuming it’s a 16-person blogger party again, plus 4 Tarte PR staff, that’s 10 suites. For four nights, that’s $80,000.

 

IMPORTANT: The more researched on this, the more realized that 20 person estimate was VERY small. This photo from the Bora Bora trip seems to show 37 people. JUST SAYING.

 

Food and drink: $16,360

Mornings on these luxurious trips begin with breakfast in bed in your private villa and end with a beautiful private meal on the sand with you, your 20 closest vlog friends, and all 3 million of your subscribers.

Private breakfasts for 20 = $3,680
Private dinner parties with entertainment = $12,680
TOTAL = $16,360

(These numbers represent the average cost of room service and a private dinner at the three hotels last tripped to by Tarte. It still assumes a 20-person party, which is very conservative.)

 

Activities: $14,280

Luxury boat rides, snorkeling, private performances, fireworks, jet skiing, trapeze lessons, zip lines, cruises — nothing is too good for these influencers, and no expense can be spared.

Assuming there are two of these #fun events per day for three days, and assuming a per head cost of around $119 (the median price for all the activities I could price out), that’s $14,280.

 

Gift bags: $24,000

Promotional trips are usually organized around a big, buzzy product launch — products that the influencers get to play with (and blog about) before anyone else. But they don’t JUST get the newest eye shadow palette — they get basically everything else the brand makes, too.

Multiple vlogs from recent trips, and we have priced out an average gift bag cost of $1,194 for JUST makeup and skincare. But that’s not all; bloggers get lavish gifts from the brand — hats, bathing suits, T-shirts, backpacks and bags, customized robes, sunglasses, and selfie props. Added all up, Tarte may be gifting each influencer $2,000 goodie bags. 12 influencers per trip = $24K.

 

Blogger paychecks: $???

It has been suggested that, in addition to picking up the tab on an all-expenses-paid vacation, makeup brands also pay influencers a significant fee to attend.

One PR source, who does not work for Tarte, have told that a makeup brand she works for paid an Instagram influencer $11,000 to go to a high-profile music and film event for one day and post three photos and one video under a pre-decided hashtag.

There isn’t  ANY information on how much, if anything, Tarte paid to ensure this roster of big beauty names would go on its trip.

 

GRAND TOTAL: $338,640

The actual cost of a trip like this could easily exceed half a million dollars. But for brands, who use these trips as both advertising AND client outreach — because don’t you want YouTubers to use your products in their videos watched by millions of people? — it’s worth it.

 

Plus, this is still cheaper than a single-page ad in a print magazine. 

 

 

TV ads come and go. But five million people seeing this picture, and wanting this glow? That’s priceless.

Calculating the ROI of Instagram Influencer Brand Getaways

While these numbers may seem high, consider this: the average 30-second national ad costs $342K, while a one-page magazine ads runs approximately $250K — and these ads may or may not even reach the brand’s target audience. However, a series of Instagram posts by a fashion blogger with 500,000 followers and a cult-following could sell out an entire product line within 24 hours.

 

Although it may initially seem like a risk to invest large amounts of money into influencer marketing, it’s important to consider exactly what you are paying for and, most importantly, measure the results.

Some of the most common performance metrics you can use for measuring the impact of your influencer marketing are:

  • Engagement rate: likes, comments, shares
  • Brand sentiment: how people are talking about your brand
  • Traffic: customers visiting your website
  • Sales: conversions and revenues generated

Last year, Richer Poorer set off for Honolulu, bringing along a small, highly curated group of Instagram influencers who embodied the “can-do” spirit of their brand.

Richer Poorer told NBC News, “The trip was a huge success, with the Richer Poorer ecommerce site receiving millions of impressions as a direct result. Pawling and Morse were also able to launch post-trip marketing initiates like ‘Just More’ giveaways, giving them direct access to hundreds of thousands of potential new customers.”

As with all of your social media marketing efforts, performance data should be measured to see what drove the best results (and why), and then used to inform how you construct future campaigns.

Influencer collaborations and sponsorships have nearly replaced traditional ads and are a huge part of a social media strategies today.

Now that Instagram’s algorithm is limiting the reach of some businesses, Instagram influencer marketing has become a key strategy for promoting products and brands on Instagram.

 

Creating a Perfectly Curated Instagram Moment.

 The locations of these trips are nothing short of #VacationGoals, including beautiful beach retreats, desert oases, tropical hideaways, and more.

Boohoo recently sent Instagram influencer bffs to a beautiful resort in Mexico, for their #boohooinparadise spring break campaign. The beach views were the perfect backdrop to promote their new swimwear. The raw content generated from these trips also allows followers to see a different side of the brand, giving them an uncensored peak at what goes on behind the ‘gram.

 

Tips To Run Your Own Instagram Influencer Brand Getaway.

While there are many different factors to consider when planning your own Instagram influencer trip, brands and agency partners should have a well-developed strategy to ensure the investment has a desirable return.

Here’s a few tips to help your company start planning your own Instagram influencer brand getaway:

Choosing the “Right” Instagram influencers to Partner with.

Influencer marketing gives brands a unique opportunity to reach a niche and engaged audience. However, with so many varying rates and different types of Instagram influencers, how do you know who is the right fit for your partnership?

According to our report, 79% of businesses rank engagement as the most important factor when evaluating who is an ideal influencer, followed by quality of followers (70%) and industry or niche (67%).

It’s important that you don’t choose an influencer simply based on their social status but carefully select influencers that embody your brand aesthetic. Think about your product on their feed — would it be a natural fit? Are they already talking about things related to your industry?

Choosing the “right” fit for your brand giveaway will help you ensure you’re reaching the right audiences and making the most of your investment.

Cut Costs by Partnering with Other Brands.

Collaborating with other brands can help your company cut costs and create a mutually beneficial partnership. Many hotels, restaurants, and excursion companies are looking to build awareness and may be willing to agree on a “trade” for some free exposure. Businesses should plan these partnerships ahead of time with projected reach and mutually beneficial opportunity.

Aimee Song showed off the Amangiri Luxury 5-star hotel & resort in Utah during Revolve’s trip to Utah. By tagging the resort location in her post, she’s put Amangiri in front of her 4.7 million followers eyes: The post is a win-win for both Revolve and Amangiri Resort, generating 87K likes and over 700 comments.

 

Build Out An Itinerary With Photo Opps in Mind

During your trip, you’ll want to have activities mapped out that appropriately tie-in your brand. It’s important to make sure the influencers have plenty of “Instagrammable” moments, while also giving them the freedom to enjoy the experience.

This year, Chloe took a group of Instagram influencers to Palm Springs to celebrate the launch of their new fragrance, Nomad. The location, setting, and activities embodied the “independent, charismatic essence” of the the new fragrance.
The road trip included a stop at the iconic Fox Theatre, a performance from a local indie rock band, horseback-riding through the desert and more — giving influencer’s plenty of opportunities to snap the perfect shot.

 

Since influencers will be sharing tons of content with your branded getaway hashtag, make sure you keep tabs on all the new posts. Using a tool like Later’s Search and Repost can help you stay on top of the content overload by uncovering all of the photos and videos containing your branded hashtag.

Influencer brand getaways are a great way for your company to generate a ton of new content. Instagram influencers are pros at capturing product and have mastered the art of “getting the ‘gram”. It’s important your company takes advantage of all the influencer-generated content on your trip. This content should not only be shared while on the getaway, but also re-posted throughout the following weeks to continue promoting your campaign.

 

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