A Property Manager’s Guide to Collaborating with TikTok Micro-Influencers

​​​​​​​Mark Simpson
5/15/2024

There’s a fast-growing segment of travelers turning to TikTok for travel inspiration, presenting a largely untapped opportunity for property managers.

Modern travelers are increasingly using this social media app to discover new destinations and accommodations, preferring dynamic videos over static listing photos to bring properties to life. For property managers, TikTok offers a fantastic opportunity to enhance property visibility and tap into a new pool of potential guests.

Navigating TikTok’s crowded space can be challenging, but there’s a valuable asset many property managers overlook: the micro-influencer.

Engaging with a micro-influencer typically involves hosting them at your property in return for social media exposure.

Lots of property managers question the wisdom of offering a complimentary stay as part of their social media strategy, worrying it might not be worthwhile and cut into their revenue. But the reality is quite the opposite. Providing a stay to a micro-influencer isn’t necessarily a giveaway—it can be an investment that can yield returns far beyond those from traditional advertising.

Micro-influencers bring to the table dedicated and engaged followers who align with your target audience. They are content creators with dedicated, engaged followers who share similar interests and values. The key is to view them as valuable allies, or partners, for your vacation rental business rather than people just angling for a free stay.

When executed effectively, a collaboration with a TikTok micro-influencer can leave you with a portfolio of high-quality images and content that can be used across your socials again and again, more followers that are interested in your properties, and higher social media engagement. Through influencer partnerships, you can unlock a world of authentic storytelling, targeted engagement, and ultimately, bookings that fill your calendar.

But one thing you need in place is a robust strategy.

Building a Compelling TikTok Strategy

Working with micro-influencers isn’t just a case of logging onto the app and approaching anyone with a good following to review or feature your property. You need to find influencers who are “on-brand” and align with what your property has to offer, whether that’s pet-friendly stays, family-friendly getaways, or a luxury retreat. If an influencer’s audience is primarily interested in high-end stays, they’re likely not going to be too keen on a rustic shepherd’s hut.

Platforms like Stayamo.com offer a gateway to connect with influencers who share your target audience, pretty much guaranteeing that your property will be showcased to potential guests who are genuinely interested in what you have to offer.

A collaboration with a micro-influencer should be a mutually beneficial partnership and, therefore, it’s not uncommon for influencers to request compensation for the work that follows a stay (editing footage, sharing content with followers, answering questions about the property, promoting the content, etc.). Be prepared to view the partnership as an investment. By allocating resources to influencer partnerships, you’re investing in your property’s marketability. The key is to find a balance between what you can offer and the value the influencer brings to your vacation rental business.

If you’re worried about sacrificing high-demand periods, don’t. Inviting influencers to stay on quieter weekdays or during off-peak seasons is perfectly fine and means you can maximize exposure without giving up your most profitable nights.

What you should always have, though, is a clear, signed contract between you and the influencer detailing expectations, deliverables, and compensation. This agreement should detail the scope of work, including the number of social posts, the type of content to be created, and any specific messaging or hashtags to be used.

A successful TikTok campaign should inspire viewers to take action, whether that’s following your TikTok account, visiting your website, or booking a stay using a promotional code. Make sure these outcomes are clear with the influencer and that they understand the final call to action. It’s always important to encourage influencers to share their genuine experiences and highlight what makes your property unique—what TikTok users are looking for is genuine, authentic recommendations from real people.

One misconception is that working with a micro-influencer must be a one-off collaboration. It doesn’t. Fostering long-term relationships with influencers can be surprisingly valuable. Staying in touch after a campaign has finished keeps the relationship alive and leaves the door open for future collaborations.

Maintaining communication can also be useful for building a wider network of potential partners. Ask if they know other content creators aligned with your brand who might be interested in working together.

Final Word

With more than 1 billion active monthly users, embracing the dynamism of TikTok through strategic partnerships with micro-influencers can be transformative. It places your vacation rental in front of potential guests who shop for stays in totally different ways to previous generations. They are younger and harder to reach, but if you choose the right ambassador, it could turn out to be a top investment.

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