by By Kelsi Monroe
Not every twenty-something can simply hop on a plane to Turks and Caicos on a whim during the workweek. However, for a select group of social media influencers in their prime, this dream has become a reality, courtesy of brands like Tarte Cosmetics. These popular companies generously whisk away a group of trendy influencers on extravagant journeys, all in the name of boosting brand recognition and “influencing.”
The late April trip to Turks and Caicos is being attended by some of TikTok and Instgrams most sought-after influencers, such as Kennedy Eurich and Alix Earle. However, this is not the first or last brand trip these social media powerhouses will take part in. With their immense online popularity, every brand is vying for the opportunity to land a deal that would see their products featured on the pages of these digital icons, exposing them to millions of loyal followers.
In a world dominated by social media, the question arises: Will brands ever stop prioritizing this powerful platform at the forefront of their marketing strategies? I don’t think so. The idea of an exclusive vacation as backdrops for influencers, accompanied by a lot of branded products, is a strategy that continues to gain popularity. The followers of influential figures like Eurich and Earle exhibit loyalty to the core, placing trust in their recommendations and preferred brands. Flying these individuals to secluded tropical islands only proves what is already widely acknowledged. These influential women possess an extraordinary attraction that captivates audiences.
For the brands and influencers alike, this is a win-win situation. The brand gains recognition and exposure to millions of consumers willing to purchase their products, while influencers receive an all-expenses-paid vacation, the opportunity for new connections, ability to create fresh content and receive free merchandise. Is there truly anything to lose? Understandably, online conversations often discuss the fairness of these brand trips, suggesting that brands are focused on the wrong things. For instance, a previous Tarte trip to Dubai, which reportedly cost approximately $60,000 per person. With around 50 individuals and their plus ones in attendance, this is an absurd amount of money spent for temporary advertising.
Tarte Cosmetics is among the many brands that sponsor these extravagant trips for a select group of social media influencers. These vacations offer brand exposure to millions of followers and help to increase brand recognition. This specific late April trip to Turks and Caicos has around 40 influencers in attendance, bringing in a wide range of different audiences. The brand exposure and content created on this trip will be unique and create a memory for audiences and influencers alike. In a world dominated by social media, brands will continue to prioritize these platforms to market their products.
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I love watching influencers go on brand trips. The actual social economics of it all is so odd. Throwing a bunch of people whose whole life revolves around their self image together makes for tons of content. Wether good or bad. Some influencer trips can get sticky very fast. Being an influencer is highly competitive. Which can make for some awkward situations or arguments or competition between influencers. But on the flip side it can also produce new friendships. Audiences love seeing their favorite influencers interact with each other in a friendly way. It also gives SO much promotion for the brand hosting the trip. I wonder if the brand prepares for any situations where influencers may get competitive or “fight.”
I have always been so intrigued by these trips. This has always been a concept in the world of social media, but it appears that brands are veering away from A-list celebrities and moving toward a more casual approach. I think it’s interesting to analyze why they do so and the power of engagement versus followers. These influencers may not have the largest following, but they are massively influential in getting their followers to buy into a brand.
Hi Kelsi!
I love talking about the trend of brands sponsoring extravagant vacations for social media influencers. While some may argue that these trips are unfair and excessive, it’s clear that they offer brands an opportunity to gain exposure to a large and diverse audience, while influencers receive an all-expenses-paid vacation, new connections, and free merchandise. However, I do believe this marketing strategy raises concerns about the ethics of spending so much money on temporary advertising and perpetuating an unrealistic standard for young people. Regardless, these brand trips are a clear indication of the power of social media and how it is transforming the way brands market their products, and as long as social media dominates our culture, it’s likely that brands will continue to prioritize it as a crucial platform for their marketing strategies.
Hi Kelsi,
I was very interested to read this blog post, mainly because I am guilty of overconsuming the Tarte trip content. Growing up I watched Youtube influencers religiously, they were the first influencers in my opinion. I would watch them go on these Influencer trips with Tarte to places like Bora Bora, but then all of a sudden the trips died out. I completely forgot about these trips and years later started to watch more Tik Tok influencers. It was such an interesting feeling to see the Tik Tokers I watch go on the same influencer trips as the Youtubers I used to watch, it made me feel like a kid again consuming the same content. My biggest question is why the influencer trips disappeared a decade ago. Did brands not see them as successful branding? Then why did brands decide to bring the trips back? And now that they’re back, are they more successful now?
Hi Kelsi,
I’m so glad someone wrote about this topic. When I saw these trips on social media I wonder, how does a company afford this? Furthermore, is it worth spending all that money? I remember after the Dubai trip, Tarte products were selling out. It was interesting to read and learn more about the these trips. The most interesting was how Tarte spent 60,000 thousand dollars on each person. To me, that is mind blowing. I wonder if they were continue to do these trips, even after the recent racist allegations.