Being an Influencer is a BIG responsibility. It means, that person has the power to ‘INFLUENCE’ people. It doesn’t matter if you are a nano, micro or a mainstream- fully-fledged influencer, it only means that you have the POWER to influence a certain group of people in a domain of your expertise. So, every person with this power has to be EXTREMELY careful and responsible about what you are going to communicate to your followers because they follow you for the knowledge that they will gain from you in YOUR area of expertise. (Click on the below image to know how social media influencing is used for marketing products & services)
I am a travel influencer. I write about travelling in INDIA!
So, when I write, I shall be RESPONSIBLE to share what is relevant and falls within my forte ONLY. That said, I’m writing this long post because I am deeply saddened about how travel is taken for granted and how the generation is being WRONGLY misguided by some of the top Travel influencers. So, here are some SERIOUS Stuff that I want to discuss about becoming a travel blogger! Let me break them down into parts…
Part 1: Becoming a Travel blogger
1. Myth: They left their high paying corporate job to travel the world
Fact: A paratrooper or skydiving trainer will take you high up in the air and teach you how to jump or fly. But what he never tells you is that if things go wrong, he will have a backup parachute. Similarly, what these top travel influencers don’t tell you is they are ALL from affluent families who have strong financial backup. If their experiment on the road fails, they always have a family to support them financially and to help them start afresh. Ask me- I have a full-time job and I slog my ass through the entire week to make ends meet and to support my family financially. I save up a portion of my salary to travel and build connections with local people about whom, I can then write.
2. Myth: They sold their house and all the belongings and lead a nomadic life with just two backpacks
Fact: Not every monk will sell his Ferrari! Now that all these nomads without houses are not travelling because of Covid-19, tell me which road are they sleeping on? They are ALL back in India, living in their parents’ houses which probably you hadn’t given a thought prior to this lockdown. So technically, they have a house of THEIR own. They did not have to buy one or spend on renting one because they are not going to be using it while they are travelling. But you perhaps thought it was easy to give up everything and go one day.
3. Myth: They get to travel to all fairy tale places.
Fact: No doubt traveling offers surprises at every step, but what a follower doesn’t see is that MOST of these travel posts are sponsored. Hence, the influencer comes under an obligation to write all things nice about the place where they are getting their payments from. Social media influencing is their “Profession” at the end. They must abide by their sponsors’ terms and condition, no matter how natural their smile in the photo may seem to be like!
Part 2: Becoming an influencer
Creating content and manipulating behavioral patterns of followers using data Analytics: This is the single most important factor that brands ask for while working with an influencer. Their target reach and engagement ratio (You can look up on google to learn more on these terms). Take for example, the below graph of the analytics of my Instagram page. It shows the age group that is MOST responsive to feeds from all TRAVEL bloggers. So, the content created will be considering the psychology of people who fall under this target group. These insights are the basis on which these professionals (Social media influencers) try to manipulate the thoughts of their followers and thus influence them into buying whatever they want to sell (or Tell)! Remember, they are showing you what they are paid to sell.
Part 3: Indian travel influencers on Social media
1. They are not true experts: Yes, they have gained certain experience over time, but they are glasses that are half empty. For example, here is a screenshot (taken on 11-Apr-20) of my reply to a TOP traveler’s post. The person had posted an animal’s photo and said how (he/she) empathized the spotted deer’s death. I corrected the influencer telling it was a sambar deer. Do you see how well informed they are about their posts? If probably wildlife was your forte, you would perhaps know the difference and know how one of the most commonly seen species of wild animals looked like!
PS: You shouldn’t post something that is not from your field of influencing.
2. They do selective replies and reposts: They don’t like to acknowledge when they are corrected. They get offended when their mistakes are being pointed out. My message above has never been read (even after 2 months!). But every day, I see them reposting stories and appreciation about them that were in someone’s story. (FYI, story lasts only for 24hrs and all the tags get delivered as messages in the inbox). How possible is it that my message went unnoticed, till date? No, they did see it. They chose to keep it unread. I get replies from influencers who probably have 3-4 times more followers and spend most of their lives without network.
PS: Be just and fair to all followers.
3. India and its’ government have NEVER given them enough: Tell me how often do they travel in India, on a self-sponsored trip? As fancy as their life seems, they have travelled the GLOBE on freebies. Tourism promoters of various countries invite them with free tickets, free stay, free food and everything else that’s nice, for FREE. Which happy person doesn’t speak nice things when they’ve been given a free meal? Another country and its people will SURELY seem better than theirs, because their poor country doesn’t give them freebies to explore it.
PS: Don’t mis-lead your followers about India and its capacities.
4. They care SHIT about Indian economy: I took the ‘Dekho Apna Desh pledge’ to travel to at least 15 places within India. It is my service to MY country to promote tourism and thus aid local economy (Click here to read how traveling local contributes to economy). Can you name at least five among the TOP travel influencers of India who pledged this for INDIA’s economy? I save up my leaves (and a portion of my earnings) every year and manage my exploration of INDIA as much as possible. I want to do my bit to promote domestic tourism by writing about how MUCH more my motherland has to offer, that no one place in the world has.
PS: I don’t take free tickets to travel and I promote local artisans in India, sorry!
5. They never feel ‘belonged’ in India: The feeling of belongingness should start from “HOME”. As the saying ‘Ghar Ki baat Ghar main hi rehna Hai’ goes, ‘we should not bring our family matters to the streets’. We should rather sit at home and discuss jointly and find a solution. But the people who refused to call their parents’ home as theirs, would never feel belonged to a ‘Motherland’. If you feel there isn’t enough justice, there isn’t enough equality, there isn’t enough security in India, will you give up your Indian passport that bears the emblem of integrity and sovereignty? Nope, I’m sure you flaunt around the passport when you are abroad.
PS: I would never let go of the perks and the attention I get of being called an ‘Indian’ after all!
6. They give a damn about India’s image in the global front: They sit in foreign countries either with a free ticket or have fled India to work for another country. But what they do is, call out on mistakes from their home country’s governance. Can you imagine the amount of negativity this is spreading about your home? They sit in a distant country and instigate their followers to participate in protests for which they won’t be able to come. Why? Because their tickets are not sponsored, know? Rather than picking out mistakes, how often have these people suggested solutions?
PS: If you can’t be a part of the solution, then you are the problem!
With reference to influencers off-late posting about politics, You can’t always pick on ONE person in the government for all the wrong that happens. Do you think the team of technical experts across all domains who are in the advisory team of the government are also half empty glasses like you? Do you think the 100+ million citizen of democratic are dumb to have unanimously elected their representatives? And you are the ONLY intelligent alien here?
It is disheartening to see influencers leaving their field and misusing their powers to call out anti-national slogans (against the ruling government) even in this testing times where the entire country is required to stand as ONE! Oh, come on… to err is human. Small minds discuss people, Average minds discuss events, Great minds discuss ideas! As Gurdas Maan sings in ‘Ki Bannu Duniya da’, the lines ”Par pakki vekh ke kacchi nai dhai di” translates to: Don’t demolish the old foundation for the new and fancy.
As responsible influencers, we must subside picking up negativity. This creates sense of differences. Instead, pick up positive stories and try to unite the people. Both are different ways of approaching the same problem!