From aspiration to community: evolving the influencer brand trip

Private jets, five-star accommodation, lavish entertainment, exclusive outings and a packed schedule of activities. These cornerstones of an influencer brand trip can create highly shareable content moments, potentially achieving significant organic social reach and first-hand advocacy from influencers and content creators alike. But there’s a catch.

As the vibe shifts towards more gritty, down-to-earth creator content, this type of ostentation can feel out of tune with the cultural mood, especially at a time of economic hardship and sustainability concerns. So we’ve reached a point where flashy lifestyles can blur the line between aspirational and outrageous. So much so that, as beauty brand Tarte recently discovered with its own-goal influencer trip, "Tarte Island", not all social reach is now positive.