Skip to main content

There’s no denying that influencers have become one of the most powerful marketing tools for businesses today – the proof is in the numbers. More than a third of UK brands expect to double their influencer partnerships in 2025 and globally, the influencer marketing industry is projected to hit $24 billion by the end of this year – a massive increase from $16.4 billion in 2022.

Part of the reason why influencer partnerships are continuing to grow is that more businesses are recognising the value of working with “micro” influencers (10,000 to 100,000 followers) or “nano” influencers (10,000 or fewer followers). Though their reach isn’t as broad as mega celebrities like the Kardashians, they tend to have a highly engaged and targeted audience.

It’s not just about follower count, however. The real magic comes from working with those who naturally align with your brand and share a similar target audience. This way you are ensuring your business and its products, events and offers are seen by the people who are most likely to buy.

A survey from Sprout Social, which surveyed 2,000 consumers worldwide, shows that people trust influencer recommendations more than ever. 49% of all consumers make daily, weekly, or monthly purchases because of influencer posts and 30% trust influencers more today than they did just six months ago.

Consumers connect with influencers that build relationships with their followers based on authenticity and engaging content. These influencers don’t just promote something – they share their genuine opinions and experiences.

For leisure and tourism brands, working with the right influencers can lead to highly effective campaigns that engage new audiences in meaningful ways.

One example of this approach is our work with Spinnaker Tower. By tapping into the power of local micro and nano influencers, we’ve been able to help elevate the tower’s visibility and attract new visitors.

Case study: Spinnaker Tower

Spinnaker Tower, Portsmouth, is a must-visit destination in the south for locals and tourists. At 170m tall, the iconic landmark attracts thousands of visitors each year who enjoy its breathtaking 23-mile views. But it’s more than just a viewpoint – Spinnaker Tower offers unforgettable experiences, from adrenaline-pumping abseiling to indulgent High Teas and evenings at the Sky Bar.

To promote these unique experiences and attract more visitors, we partnered with local micro and nano influencers who could connect with the tower’s audiences. This includes travel enthusiasts, history buffs, food lovers and people interested in lifestyle content, and family-friendly activities.

Influencers have supported the promotion of a range of events and experiences at the tower, from Easter celebrations and character appearances to special summer offers and exclusive evenings at its Sky Bar. Last year, our influencer event created a buzz around the launch of Sky Bar and you can see the powerful results of that campaign here.

Since April, influencers with a combined follower reach of more than 187,000 have generated posts resulting in 37,000 views, 3,000 likes and 200 comments. This engagement has not only helped increase Spinnaker Tower’s visibility but also drawn in new visitors from both the local area and beyond.

Polymedia's contacts and creativity mean they work across a full range of tactics to support Spinnaker, always finding the right ways to reach specific audiences. Their ability to source and collaborate with influencers delivers huge impact to us in terms of profile and drives visitor numbers. The tailored approach they take ensures we’re engaging with the right people at the right time.

Rayne Caven, Marketing Manager at Spinnaker Tower
GET IN TOUCH